Back to School 2026 · Retail · 2026
Upper-end back-to-school costs in Bulgaria rose about 87% since 2021/22
Media coverage, key themes and consumer sentiment
+87%
rise in upper-end school costs since 2021/22
€600
upper-end spend per child in 2026/27, up from about €320
€153
state support for eligible pupils, largely unchanged since 2020/21
Going back to school is one of the most predictable seasonal stories in Bulgarian media - and one of the most expensive for families. For the 2026/27 school year, traditional media put upper-end spend on school essentials and uniforms at around €600 per child, up from about €320 in 2021/22 - a rise of roughly 87%.
Perceptica's media analysis report tracks how that cost story is told: what has become more expensive, how state support compares, and what parents do when the budget falls short.
Why this topic matters
Because the back-to-school story returns every year, it offers a consistent way to see how cost-of-living pressure on families is framed in public debate over time.
What we analysed
Bulgarian traditional media coverage of back-to-school expenses for every school year from 2021/22 to 2026/27. The figures cited are upper-end costs as reported in Bulgarian media, not a retail price survey.
Methodology
Bulgarian traditional media coverage of back-to-school expenses for every school year from 2021/22 to 2026/27. The figures are upper-end costs as reported in Bulgarian media, not a retail price survey.
Key findings
- Costs keep climbing - upper-end spend on school essentials and uniforms moved from about €320 in 2021/22 to about €600 in 2026/27 (~87%). Stationery, bags, clothing and uniforms all show clear price pressure in media-reported figures.
- State support has not kept pace - support for eligible pupils remains at €153, largely unchanged since it doubled in 2020/21, and is paid in two instalments while most spending happens before the school year starts.
- Families stretch the budget - when costs exceed what households can pay upfront, coverage highlights borrowing, instalments, buying in stages across terms, and second-hand uniforms.
Key findings
- Upper-end spend on school essentials and uniforms: about €600 per child in 2026/27, up from about €320 in 2021/22 (~87%).
- State support for eligible pupils: €153, largely unchanged since it doubled in 2020/21, and paid in two instalments.
- Families cope through borrowing, instalments, buying in stages across terms and second-hand uniforms.
Cite this report
Perceptica (2026). Back to School 2026. https://perceptica.com/reports/back-to-school-2026
Journalists: you may quote these findings with a link to this page.
Source: Bulgarian traditional media coverage, 2021/22 to 2026/27 (upper-end costs as reported in media)
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