Back-to-school expenses have risen for more than 80% of Portuguese families, according to an IPAM study

Going back to school is less and less about simply making a list of school supplies and more of a family decision where budget, children’s influence, and online research all come into play. IPAM’s new study, Back to School 2026: Who Decides What to Buy and Where to Buy It?,reveals that 83% of respondents feel that back-to-school expenses are higher than last year’s, while 86% say they compare prices frequently or always, and 97% reuse at least some supplies. 

The estimated average expenditure is 179 euros per child, although there are significant differences among families. About 43% of respondents expect to spend between 100 and 249 euros per child or teenager, while 18% estimate an amount of less than 50 euros. At the other end of the spectrum, 9% anticipate spending 400 euros or more per child. Concerns about the budget are thus leading to more careful spending. Comparing prices, looking for sales, and reusing materials play a central role at a time when families are trying to balance what they need to buy with their children’s preferences.

The decision-making process begins online, even when the purchase is ultimately made in-store

Despite the growing presence of digital channels, brick-and-mortar stores continue to play a central role in back-to-school shopping. 69% of respondents say they prefer to shop exclusively or mostly in brick-and-mortar stores, compared to 16% who shop exclusively or mostly online. But the decision often begins before heading to the store. ​64% visit brand or retailer websites, 54% use search engines, and 47% use price comparison sites. Social media also plays a role in this journey, with 34% using Instagram and 23% using TikTok. 

The results thus point to behavior closely aligned with the “Research Online, Purchase Offline” model: consumers research, compare, and narrow down their options digitally, but continue to value hands-on interaction with the product and the convenience of in-store shopping.