Has e-commerce changed back-to-school shopping?

Back-to-school shopping is the second largest shopping season in the year. It’s not just pencils and folders, but clothing, shoes, laptops and tablets.

In spite of advertisements showing pigtailed girls holding rulers and boys with new backpacks, back-to-school shopping revenues are even higher for college students than their K-12 counterparts. The National Retail Federation (NRF) anticipates $685 in spending per U.S. household for those with kids in elementary through high school and $942 for households with college students. Expected winter holiday spending, in comparison, is $967 per household.

Not surprisingly, online shopping for this season continues to increase in popularity. The NRF annual survey showed that 49% of back-to-school consumers planned to shop online for these purchases, increasing from 44% last year.

Amazon turned Prime Day into the beginning of back-to-school season, Katherine Cullen, director of industry and consumer insights at the National Retail Federation, told Supply Chain Dive. Of those who planned to shop on Prime Day, a RetailMeNot survey showed that 91% were going to do some back-to-school shopping.

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