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Note: sales are for the period in Q3 before the start of school each year among households with a child under 18 present and/or adults ages 18 to 24 attending postsecondary education

Additional Note: grades K-12 retail back-to-school season sales include apparel, footwear, & accessories, office equipment and supplies, and computers and consumer electronics. College-bound retail back-to-school season sales include apparel, footwear, & accessories, office equipment and supplies, computers and consumer electronics, furniture and home furnishings, health/personal care/beauty, books/music/video, and food and beverages. EMARKETER benchmarks its US total retail sales figures against US Department of Commerce data from 2018 onward. The last full year measured was 2024.

Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues of major online retailers, consumer online buying trends, and macro-level economic conditions.

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