Back-to-school shopping in 2026 is being shaped by aggressive pricing and product trends emerging on social media, creating a more competitive environment for ecommerce sellers. Major retailers including Walmart, Target, and Staples are emphasizing affordability as consumers become increasingly value-conscious. Walmartsaysit is offering its lowest prices since 2019 on the 14 most popular school supplies found on classroom lists nationwide, while Targetsaysnearly all its school supplies are priced at or below last year’s levels. Retailers are partnering with creators and promoting trending merchandise as consumers increasingly research purchases on platforms such as TikTok. Modern Retailreportsthat shoppers are also using AI tools during the research process.