Executive Summary
This is the second report in our US Back-to-School series for 2019. Here, we assess the digital trends that we expect to see this shopping season.
- Coresight Research estimates that approximately 28.3% of total US back- to-school spend will be online this year, up from 26.1% in 2018. Mobile commerce will maintain its growth momentum and underpin the rise in online retail sales.
- Amazon, Walmart and Target arethe most popular online retailers among US mothers for purchasing back-to-school supplies, according to a Field Agent survey.
- Retailers such as Macy’s and Target are implementing digital and omnichannel strategies to capture spending by cross-channel back-to-school shoppers.
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