Rising prices reshape back-to-school shopping

As rising prices put pressure on family budgets, Canadian parents are taking a more strategic approach to back-to-school shopping.

Siddhanth Mookerjee, professor of marketing at McGill University, says families are starting earlier and making multiple shopping trips to find the best value on clothing, shoes and school supplies.

Social media is also shaping purchasing decisions, as children increasingly view products such as backpacks as signals of identity and belonging.

With 85 per cent of parents seeking promotions and discounts, Mookerjee notes that families are comparing both in-store and online offers to balance brand preferences with affordability and secure the best deals.