As the start of the school year approaches, the budget allocated to school supplies decreases slightly.

French families are enjoying a slight respite from back-to-school shopping. Between June 29 and August 23, the average price of school supplies decreased by 0,6% compared to the same period in 2025, according to data from the French Association of Stationery and Office Supply Manufacturers (AIPB) and NielsenIQ. The study, conducted with over 11,000 physical and online retailers, also shows a limited decrease of 0,8% in sales volume.

This resilience in sales comes as the number of students is expected to decline by approximately 1,4% this fall. The market nevertheless generated €389 million in revenue during the period studied, representing a 1,4% year-on-year decrease. National brands maintain a particularly strong position: they now account for more than 70% of sales volume, an increase of one percentage point compared to the previous year.

Families who postpone their purchases until the last few days

The slower start observed at the beginning of summer can be explained in particular by household budgeting decisions in an uncertain economic environment. The heat waves also appear to have temporarily redirected some spending towards fans and air conditioners. Above all, consumers are increasingly waiting until the last few days before the start of the school year to finalize their shopping lists. The payment, on August 18th, of the back-to-school allowance, which this year ranged from €426 to €466 per child depending on age, helped to boost sales.

Consumer habits are also becoming increasingly diverse. Households use an average of 3,8 different channels to prepare for back-to-school season, and while physical stores remain the preferred option, approximately one-third of shoppers now combine traditional retailers with online orders. This is a major challenge for the stationery sector: the back-to-school period typically accounts for nearly two-thirds of its annual revenue, although industry professionals are still waiting for the final weeks of sales to draw up a definitive assessment of the 2026 campaign.