Nicholas Pearson
Marketing Specialist - Web, Social Media, and Content Management
Summer may be mid-swing but the Back-to-School shopping season has already begun, bringing with it a renewed demand for paper among buyers. Now is the time to confirm that you and your customers have the right supplies in the right places. Capitalize on the second-biggest shopping season of the year by stocking the right mix of paper products or you could find yourself on the outside looking in. Brace yourselves, this one is well-worth the read.
Summer School Shopping Trends
The latest back-to-school survey from Deloitte reports a significant shift in recent spending habits; in a reversal of recent years, parents are spreading purchases across a longer timeframe. Deloitte found that only 48% of planned back-to-school purchases were expected to occur by the end of July, as compared to 61% in 2025 and 66% in 2024. Additionally, the average spend in early August is projected to reach $173 per child, up from $137 last year, suggesting many shoppers will continue making larger purchases deep into the season. What does that mean? For starters, the selling window for sellers and retailers will be a little wider this year. This larger longer shopping window is providing retailers with more opportunities to influence buying decisions. Unlike digital advertising that disappears with a scroll, printed marketing materials create multiple opportunities for consumers to engage with your message by remaining in homes, backpacks, and lines of sight as they shop. Consider items like:
- Printed circulars
- Direct mail
- Flyers
- Signage
- Coupons
- Point-of-purchase displays
To help keep your business visible throughout the season and drive traffic during key promotional periods. Sellers who maintain promotions, inventory availability, and marketing visibility through August may capture demand from buyers who haven’t completed their lists yet.
Event-type | Online-only Merchant | Mass Merchant | Other | Not Sure |
Back-to-School Items | 41% | 57% | Content 2 | 17% |
Source: 2026 Deloitte Back-to-School Survey
Back-to-School Shopping Takeaways
Paper may not be the flashiest back-to-school element, but it maintains its status as a revenue driver and essential item for most customers. School supplies are a high-traffic category (capturing nearly a quarter of the total spend) and more than half of shoppers surveyed admitted to making unplanned purchases both during promotions and when their kids are involved.
Retailers can capitalize on this behavior by pairing paper products with other school supplies, office products, creative materials and organizational tools. 68% of parents surveyed intend to make their purchases during summer promotional events for back-to-school items, half of which will occur in-store. Strategic merchandising can increase basket size while helping shoppers complete their lists in a single trip.
Parents are also prioritizing convenience. Deloitte found shoppers plan to visit fewer retail formats this year (4 vs. 5), with the ability to locate a one-stop shop being second in importance, only after value for their dollar. Clear signage, well-stocked aisles, and prominent paper displays can help retailers capture shoppers (or their children) who arrive looking for core supplies and influence them into leaving with additional items. Â Retailers that offer a broad assortment of paper products and related supplies can position themselves as a single destination for back-to-school needs.
By staying stocked and visible, you’ll be ready to meet the needs of your customers
- Sufficient Inventory
Running out of paper isn’t an option. You and your customers need to be fully stocked to keep operations on track. Support by emphasizing the urgency of securing sufficient inventory now, ahead of peak demand. Utilize suppliers that can meet short turn around times when forecasts may be slightly less aggressive than demand.
- Forward Planning
The start of the school year brings a surge of paperwork—welcome packets, supply lists, lesson plans, and classroom materials—all of which require reliable paper stock and strong planning. Encourage your customers to prepare early by stocking up on the paper products they’ll need to engage parents, gather allergy information or permissions slips, and keep classrooms running smoothly.
- Product Variety
Variety, not just inventory. You should be a one-stop shop to help people, schools, and businesses prepare efficiently. From standard copy paper to premium, sustainable, and color options, no product should be left off the table. Color copy paper options are particularly impactful for schools, but businesses use them to organize and differentiate messaging as well.
Domtar offers several options:
Xerox® – Premium quality paper crafted to provide superior results and preform flawlessly to meet the demands of schools, offices and high-quality communications
Lettermark® – A brand that delivers exceptional performance for everyday classroom and office use.
EarthChoice® – A line of sustainability-focused papers, created to help individuals and organizations meet personal and professional responsibility goals.
In summary, the 2026 back-to-school season presents a unique opportunity. With shoppers buying over a longer period and continuing to respond to promotions, sellers who stay visible, stay stocked and continue marketing throughout August will be best positioned to win. From direct mail and signage to everyday copy paper, paper remains an essential tool for helping retailers attract shoppers, support schools and grow sales. If you want to provide the most value, help ensure your customers are stocked early with the right mix of products to handle whatever the season brings. Explore available copy paper options at Domtar.com. Contact your Domtar representative with any questions or to place an order.
