School bag sales are booming and prices soar
17.8.2026
Translation: Elicia Payne
School bags are selling rapidly on Galaxus – and prices are rising along with it. Over the past six years, the average price has climbed by nearly 40 per cent, reaching 140 francs. Complete sets for first-graders cost over 200 francs.
It still smells like new fabric, the Velcro fasteners are clean, and the zips glide smoothly: these days, many children are carrying a new school bag when school starts. From January through early August 2026, Galaxus shipped a five-digit number of school bags, 36 per cent more than during the same period last year. The market is highly concentrated. Five out of 130 brands account for 80 per cent of all school bag sales at Galaxus – Satch, Step by Step, Ergobag, Beckmann and Coocazoo.
140 francs for a school bag
Since 2021, sales at Galaxus have been growing by double-digit percentages year after year. Meanwhile, parents are spending more and more money on school bags. The average price for a bag purchased from Galaxus was just over 100 francs in 2020. This year, a school bag costs an average of 140 francs. In other words, that’s a 40 per cent increase over six years. During the same period, the inflation rate was just over seven per cent.
The most expensive sets tend to be those for children in third grade or below. Ergobag, one of the most popular school bag brands on Galaxus, costs on average more than 200 francs. But for that price, the children get an entire set with the backpack – it includes a gym bag, a pencil case and other accessories.
Two worlds, one playground
The school bag market is divided into two groups: «Among younger children, up to about third grade, sets from Step by Step and Ergobag are very popular. For many parents, the most important things are that the bag fits their child well, is easy on the back and is highly visible on the dark walk to school in winter. You may pay more, but in return you get a set that’s designed to last several years,» says Patrick Bächtiger, Category Manager at Galaxus.
For little ones, customisation means everything. Thanks to interchangeable Velcro patches featuring animal motifs, superheroes or glitter, kids can redesign their backpacks however they like. Hopefully this makes the bag cool enough for the schoolyard in years to come.
Then there are backpacks for teens, a market currently dominated by brands like Satch and Coocazoo. «Back in the day, a lot of teenagers used to carry Eastpak or Dakine backpacks that cost less than 50 francs. Now, brands like Satch and Coocazoo are all the rage among teens and their parents. They may cost more, but they’re very ergonomic and offer plenty of space for books and a laptop or tablet,» says Bächtiger.
May through August is peak season for school bags
Parents don’t wait until right before school starts to buy school supplies. The sales trend on Galaxus shows that demand begins to rise as early as May and remains high through August. There’s little sign of a classic «back-to-school» moment. Instead, purchases are spread out over the summer months. Once school starts, however, demand drops dramatically.
Parents pay attention to ergonomics, safety and durability. Children care more about whether it looks good. The best models offer both: a design that grows with the child and dinosaur patches that can be swapped out as soon as their tastes change.
Manuel Wenk
Communications Manager
Manuel.Wenk@digitecgalaxus.chAs a Multimedia Producer, preparing multimedia content and knowing about cutting-edge technology is my business. My main focus at digitec is producing videos. I can’t wait to try out new products such as cameras, drones or smartphones as soon as they’re launched. This is where being at the source comes in rather handy. When I’m not working, I’m probably skiing, biking or hiking – the mountains are my place to be.
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