This post was written by Ofer Livne, Senior Director of Strategic Partnerships at Start.io.

Back-to-school sales kicked off earlier than ever this year, with students and families planning to increase their spending to an average of nearly $1,000 this season. 

For many families, back-to-school shopping does not begin with notebooks and glue sticks. Start.io mobile user data from July 1–14, 2026, suggests that the season’s early phase is shaped by browsing major retailers, comparing prices, and considering larger purchases well before classrooms reopen.

A few findings from the analysis stand out:

  • Target commanded the largest back-to-school audience at 55%, followed by Walmart at 50%.
  • Macy’s reached 29% of BTS shoppers, giving department stores a meaningful place in the early-July mix.
  • At 67%, electronics was the top product category of interest to the BTS audience, while 52% shopped for furniture.
  • Users ages 45 and older made up 36.8% of the BTS audience, including 17.9% ages 45–54 and 18.9% ages 55 and older.

Early Shopping Starts with Broader Household Needs

The retailer app rankings in early July point to a practical pattern. Shoppers appear to be gravitating first toward stores that can cover several needs in one trip or browsing session, with shoppers focused on concentration around Target, Walmart, and Macy’s. Office Depot, Old Navy, and Staples also appeared high in the data, but with smaller audiences.

The category findings add another layer to the BTS shopping story. Electronics and furniture both reached more than half of the observed audience, creating a different picture from the traditional school-supply runs. Households are starting their shopping with higher-consideration purchases that require more research, budgeting, or delivery time.

Users ages 45–54 represented 17.9% of the audience, and those 55 and older accounted for 18.9%, the largest identified age group. Some may be parents preparing older teens or college students for the fall, when furniture and electronics become especially relevant to dorm rooms, apartments, and campus life. 

Value-Seeking Stretches Across Retail, Resale, and Discount Apps

Groupon, Temu, eBay, SHEIN, OfferUp, and Vinted appeared at the top of the list of shopping app usage in early July. Alongside Amazon, Kohl’s, and Walmart, the mix shows shoppers moving among mainstream retailers, resale platforms, and discount-oriented marketplaces.

In terms of geography, shoppers in Texas and Florida, where school starts in early to mid-August, were the first and third most active among states. Interestingly, New York ranked second, despite a post-Labor Day start, suggesting that early shopping is not limited to families facing the nearest return dates.

The back-to-school shopping season is now in full swing. As the data suggests, it appears early shopping is less about filling backpacks and more about making the season’s biggest, most budget-conscious decisions first.

Contact Start.io to discover how mobile audience insights can sharpen your back-to-school strategy and uncover emerging consumer trends.