Retail · 2026
Back to School 2026
Media coverage, key themes and consumer sentiment
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.
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.
Who this report is for
Retail, brand and communications teams who need to see how cost-of-living stories land in public debate, early enough to respond with clarity.
Perceptica's media monitoring and analysis combine AI with human expertise to surface how cost-of-living stories land in public debate - so retail, brand and communications teams can see the narrative early and respond with clarity.
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