Back-to-school season is no longer just about checking items off a list. A new survey commissioned by Mall of America, Minneapolis found that 66% of families plan to combine their shopping trips with dining, entertainment, or other attractions — including immersive experiences such as Bubble Planet — a sign that the annual ritual has evolved into something closer to a family outing than a seasonal errand. The survey, conducted online in July 2026 with more than 620 U.S. consumers, offers a detailed look at how families are approaching spending ahead of the new school year.
What are back-to-school shoppers at Mall of America, Minneapolis prioritizing?
Budget awareness remains strong. Nearly half of respondents (45%) said finding the best value and deals is their top priority this season. Nearly three-quarters (73%) expect to spend between $100 and $499 per student, a slight increase from 70% the previous year. Clothing (43%) and shoes (37%) are the categories families are most willing to splurge on. At the same time, physical retail continues to hold its ground. 97% of shoppers said they plan to shop in stores either exclusively or alongside online channels — up from 95% in last year’s survey. More than half (54%) plan to do the bulk of their back-to-school shopping at local shopping malls.
Who calls the shots when it comes to back-to-school shopping?
When it comes to what actually ends up in the cart, students themselves are the biggest influence for 37% of families. Social media also plays a significant role: 65% of respondents said they had purchased a back-to-school item after seeing it on a social platform. By contrast, AI-powered shopping tools remain a niche behavior, with only 10% of shoppers planning to use them this season. Nostalgia is quietly reshaping purchase decisions as well. 41% of shoppers said they are buying brands and products they enjoyed growing up, passing childhood favorites on to their own children.
Things to do at Mall of America, Minneapolis that go beyond shopping
Mall of America, located in Bloomington, Minnesota, spans 5.6 million square feet and houses up to 500 stores, alongside dining options and attractions including Nickelodeon Universe, SEA LIFE Minnesota Aquarium, FlyOver America and Crayola Experience.
Adding to the mall’s line-up of attractions, Bubble Planet is a new immersive experience that turns the everyday idea of bubbles into a playful, larger-than-life world. The 60–90 minute, all-ages attraction features 11 interactive themed environments, including glowing LED spaces, infinity-room illusions, a giant ball-pit “bubble bath” and virtual-reality adventures—making it a colorful, photo-friendly stop for families, friends and visitors looking for something beyond shopping.
Bubble Planet: An Immersive Experience in Mall of America
26 October 2026 10:00 + more dates
