How Will Consumers Shop for Back-to-School? - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

How Will Consumers Shop for Back-to-School?

Back-to-school retail spending is increasing this year

August 8, 2016 | Retail & Ecommerce | Technology

When it comes to making back-to-school consumer electronics and apparel purchases, internet users in North America are split between using a desktop or mobile device, according to June 2016 research.

Primary Device that Internet Users in North America Plan to Use for Digital Back-to-School/Back-to-College Consumer Electronics Purchases, June 2016 (% of respondents)

Market research and strategic consulting firm Trendsource surveyed 1,699 internet users in North America ages 18 and older. Slightly more than half (51%) of respondents said they plan to use their desktop device for back-to-school consumer electronics purchases. Nearly half said they would use a mobile device—24% of internet users said they plan to use their mobile phone and another quarter plan to use their tablet.

Similarly, for back-to-school apparel purchases, internet users in North America were once again split between using a desktop or mobile device. Though when it came to mobile, slightly more respondents (27%) said they would be using their mobile phone compared to those that planned to use that particular device for consumer electronics purchases.

US Back-to-School Retail Spending, 2010-2016 (billions)

Many parents have already begun their back-to-school shopping. Indeed, June 2016 data revealed that about a third had already begun when surveyed, while another 17% planned to do it two months before school starts&mdasah;meaning early July at the latest.

Separate research from the National Retail Federation (NRF) looked at back-to-school retail spending between 2010 and 2016. Spending peaked in 2012 and decreased year over year until 2015. This year, retail spending is expected to reach $27.3 billion, an increase from last year’s $24.9 billion and the highest spending level since the 2012 peak.

Go beyond the articles

eMarketer PRO customers get quick and easy access to the exact data and analysis they need to make critical business decisions:

TRENDING REPORTS

$89500

BUY

$1,12500

BUY

$89500

BUY

$1,99500

BUY
  • Go beyond the articles:

    coverage
    eMarketer Products

    You've never experienced research like this.

    SEE FEATURES »
  • Hear from our clients:

    coverage
    Customer Stories

    Nearly all Fortune 500 companies rely on us.

    READ MORE »
  • Want to learn more?

    coverage
    Contact Us

    Inquire about corporate subscriptions today.

    CONTACT SALES »