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Are 'Same Price as Last Year' Pitches for BTS Season Good Enough for Staples and Dollar General Shoppers?

Written by Nicholas Morine

As the summer continues to drum up interest in a variety of retail arenas and opportunities, from the FIFA World Cup to vacation season, the back-to-school rush remains on the minds of many. And for two prominent retailers invested in the space, Staples and Dollar General, the primary pitch is simple -- they're looking to offer BTS shoppers the same, or similar, prices as last year.

But is the hope of holding prices steady as a primary pitch good enough to convince consumers?

For its part, Staples is pairing its commitment to holding the line on 2025 prices for back-to-school essentials with a throwback "Most Wonderful Time of the Year" ad campaign originating in 1996.

"We know the back to school season is one of the most important moments of the year for families and teachers, and this year, value matters more than ever,” said Marshall Warkentin, president of U.S. retail for Staples, via a recent press release.

“By holding 2025 prices on key essentials, offering hundreds of items under $10 and bringing back a nostalgic campaign, Staples is helping make the season easier, more affordable and a little more fun," Warkentin added.

Dollar General is equally dialed in on affordability messaging, with its own press release mentioning savings, promotions, $1 items or less, and affordability constantly throughout the document.

“The back-to-school season can put pressure on household and classroom budgets, especially when everything is needed at once,” said Steve O’Brien, VP and division merchandise manager, in a press release. The press release also mentioned that 100% of the item's in Dollar General's BTS section were priced the same as they had been last summer.

“Our focus is on offering the essentials customers rely on at affordable prices, including a wide assortment of items at $1 or less, while also making shopping as easy as possible through quick in-store trips and fast, same-day delivery," O'Brien continued.

Both Staples and Dollar General are also offering a variety of perks and promotions aimed at educators, from discounts and coupons to a DG sweepstakes where teachers might win a $250 gift card.

Staples and DG Play Could Help Lower-Income and Middle-Income Shoppers, With Other Retail Winners in Play

Reporter Dani James for Retail Dive also considered this approach being made by Staples and DG, citing JLL data which showed that back-to-school budgets had substantially increased for shoppers in 2026, up approximately 11.7% versus 2025's figures to rest at $489 per child. That improvement was mostly backed by middle-income families this time around as well, signaling one point of difference from last year when the primary consumer group were those earning in excess of $150,000 annually.

James then cited commentary offered to the outlet by analyst and BTIG managing director Janine Stichter on the above data, with Stichter expanding remarks to include some insight into brands which may do well as a result of a shift back to middle-class spend around BTS.

“Another signal of consumer bifurcation, lower-income cohorts face outsized constraint. We see the growth in BTS budgets as a positive read for BTS-levered names like American Eagle and Abercrombie & Fitch," Stichter said.

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