Back-to-school supply sales fall 5% in July despite slightly lower prices

Yesterday 09:47

By: Sahili Aya

Back-to-school supply sales fall 5% in July despite slightly lower prices

Sales of school supplies in France fell by 5% in July compared with the same month last year, according to NielsenIQ data released Tuesday, pointing to a slower start to the 2026 back-to-school shopping season.

The decline came despite a slight decrease in average prices, suggesting that households may be postponing purchases or adjusting their spending habits ahead of the new academic year.

The figures were compiled from industry data for the Association des industriels de la papeterie et du bureau (AIPB), which represents 145 national brands operating in the stationery and office-supplies sector.

A weaker start to the season

The stationery and writing-products market recorded a 5% decline in sales volumes in July. While the result is weaker than a year earlier, it remains above the level recorded in 2024, according to the industry association.

The decline was particularly visible in supermarkets, which remain by far the largest distribution channel for school supplies.

Their revenue from stationery and school equipment fell by 8% in July to €116 million.

The figures suggest that retailers have faced a slower start to the crucial back-to-school sales period, although the industry is warning against drawing definitive conclusions too early.

Prices edged lower

The drop in sales did not result from a new surge in prices.

Average prices across all distribution channels declined by 0.8% in July. Supermarkets recorded a 1.2% decrease, while specialist retailers posted a more pronounced 2.1% reduction.

The trend contrasts with an earlier assessment from consumer organization Que Choisir Ensemble. Based on a basket of 136 representative products, the organization estimated at the beginning of July that school-supply prices were approximately 2% higher than in July 2025.

The latest industry figures therefore point to a market where prices and sales volumes are moving in different directions.

The decisive weeks are still ahead

The AIPB cautions that July's figures do not yet provide a complete picture of the 2026 back-to-school market.

The final weeks of the summer shopping period could significantly alter the current trend as families increasingly turn their attention to the return to school.

The timing of purchases is particularly important in this sector. According to NielsenIQ data cited in 2025, the first week of the school year accounted for 19% of total sales during the period stretching from late June to mid-September.

Retailers therefore still have an important window in which to make up for part of July's shortfall.

For consumers, the decline in average prices could offer some relief, but the overall trajectory of the back-to-school market will only become clearer once the peak purchasing period has passed.