It’s Back-To-School time and parents are out buying pencils, notebooks and computers for their kids. And one more product is high on their shopping list – sneakers. That’s because market researcher Circana found in a recent survey that sneakers remain a key BTS purchase for 2026.

Even better for run retailers, it appears that running-inspired styles – along with low-profile sneakers and Mary Jane-inspired styles – are leading the fashion trend. Apparently, according to Circana, sneakers are top of the list because of their “adaptability, durability and everyday comfort.” 

And that trend should already being felt in stores because, Circana, explains, footwear typically experiences a more concentrated BTS spike, with July and August accounting for a combined 20 percent of annual sneaker sales for kids ages 5-18. 

“Versatility has become a non-negotiable factor for consumers,” says Beth Goldstein, footwear and accessories industry advisor at Circana — and regular speaker at The Running Event and contributor to Running Insight. “Stretching the dollar, families are looking for footwear that can transition seamlessly between the classroom, extracurricular activities, and other events — and sneakers fit most wearing occasions.” 

Price sensitivity, of course, is also playing an important role this BTS, with 57 percent of consumers telling Circana they are either “Very Concerned” (24 percent) or “Somewhat Concerned” (33 percent) about price increases affecting BTS clothing and footwear costs this year. Interestingly, at the same time, 38 percent said they are “Not Concerned” about rising prices, reinforcing the increasingly nuanced consumer landscape. 

Also hot for BTS26: denim. Sales of jeans are up seven percent through May and after a strong showing among teens last season, momentum is expected to expand into the kids’ market, particularly among ages 5 to 12.  

Even though it is not a real great relevance to run specialty retailers, it is interesting that wider-leg jean silhouettes continue to resonate with consumers and help drive demand for complementary items such as graphic tees, knit tops and other casual wardrobe pieces. The trend underscores continued demand for versatile pieces that can be worn across occasions and “blend comfort, functionality, and personal style.” 

And, of course, the ubiquitous backpacks remains a BTS staple, though some families surveyed may choose to reuse existing bags to manage household budgets. Last year, 85 percent of parents and caregivers reported buying a new backpack for their school-age child during the BTS season, and both dollar and unit sales grew, suggesting that this year the industry could see softer results as parents look to extend the life of their child’s backpacks.