Back to School in Armenia: How Much Families Spend and What They Buy

According to a survey by the research department of Wildberries (a popular e-commerce platform in the region), Armenian families spend an average of 50 000 drams to prepare one child for school. For 56% of respondents, this budget has increased compared to previous years. While 41% of families plan to prepare comprehensively for the school year, 39% intend to buy only the absolute essentials, stepping away from the old habit of simply "buying 5 notebooks" (armenpress.am).

Expense Breakdown and Main Purchases

The largest share of the overall budget—44%—goes toward clothing and footwear. Stationery and books account for 21% of expenses, backpacks take up 15%, and gadgets represent 12%. The most in-demand items include:

• Shoes: 77%
• Stationery: 72%
• School uniforms: 70%
• Sportswear and athletic shoes: 64%

Technology and Safety

The modern educational process demands new solutions. Among parents, 48% are planning or considering purchasing tech devices, with smartphones (42%) and tablets (28%) leading the way. Special attention is also given to safety. A significant 61% of respondents are looking into security-related products, particularly smartwatches equipped with GPS tracking (45%). Additionally, 52% of parents are considering supplementary educational services, such as foreign language classes (54%) and programming courses (23%).

Shopping Trends and Festive Mood

According to 43% of respondents, the rise of online shopping has simplified the back-to-school rush in recent years, although 22% note that inflation has complicated the process. Primarily, 41% opt for online purchases. Interestingly, the child's own preference has become the primary deciding factor for 31% of buyers for 2026. For many families in Armenia, September 1 is not just the first day of class but a genuine holiday: 53% of parents plan to celebrate the occasion, and 49% intend to give their children gifts.