Back-to-school shopping isn’t just about filling a backpack anymore. Parents want affordable basics. But they also want clothes and accessories their kids will actually be excited to wear.In 2025, families with students in elementary through high school were aiming to spend an average of $858.07 on clothing, shoes, school supplies, and electronics, according to the National Retail Federation.What this means is that even parents on a budget are willing to stretch financially if it means getting their hands on stylish trends.That’s the opportunity Target is chasing this year.Target recently unveiled its 2026 back-to-school and back-to-college assortment with a heavy emphasis on two things — style and newness. That’s a smart combination.Style matters almost as much as priceIn today’s economy, parents are watching every dollar.Deloitte’s 2025 Back-to-School Survey found that parents approached shopping last year with a healthy dose of restraint. Given that inflation is even more elevated this year than it was the same time last year, it’s fair to assume that parents will be spending cautiously in the coming weeks. Related: Costco reveals why Kirkland keeps beating name brandsKnowing that, Target is aiming to strike the balance between fashion-forward and price-conscious. The company is rolling out thousands of new products across apparel, school supplies, dorm décor, and accessories while leaning into trend-driven brands and exclusive collections designed to make shopping feel a little more fun. At the same time, it’s keeping prices low on many essentials, with school supplies starting at less than $1 and thousands of items priced under $20.And the fact that Target is on the ball could help its bottom line tremendously.Parents are shopping earlier this year as higher food and gas prices continue to squeeze household budgets, says Reuters. Rather than wait until August, many families are hunting for deals throughout the summer in an effort to spread expenses across multiple paychecks. Given that the typical family is expected to spend $922 on back-to-school shopping this year, according to PwC, that’s important.
Target is keeping prices low on many essentials, with school supplies starting at less than $1 and thousands of items priced under $20.Shutterstock
It’s a smart play for TargetTarget’s latest push isn’t just about selling school supplies. It’s about giving shoppers another reason to ditch rivals like Walmart and Amazon during one of retail’s biggest shopping seasons.Back-to-school is second only to the holidays for many retailers, making it a critical opportunity to bring families into stores and onto their websites. More Retail:Costco sees major shift in member behaviorRetail chain shuts all locations as legal changes hit industryCostco makes major investment in online shopping for membersOnce shoppers are browsing for school supplies, they’re also likely to pick up groceries, home goods, beauty products, and other everyday purchases. That’s why Target’s strategy makes so much sense.In an environment where consumers are scrutinizing every purchase, the retailer isn’t competing on price alone. It’s trying to convince parents they can save money and buy products their kids will be excited to use.Target’s back-to-school push is also consistent with the pledge it made during its most recent earnings call to focus on fresh, exciting inventory while being mindful of cost.”Where we’re investing in product newness, we’re investing in elevating the guest experience,” CEO Michael Fiddelke said during the call.”You can expect us to keep the foot on the gas to make sure we’re always bringing the freshest and latest assortment,” he added.If Target pulls off a successful back-to-school season, it could boost the company’s bottom line. It could also strengthen customer loyalty heading into the all-important holiday shopping season.Maurie Backman owns shares of Target.Related: Target makes its smartest $1 billion investment yet