US Back to School 2024: How and Where Will Consumers Shop?—Uncovering the Channels and Retailers Set To Capture Share

Published – June 2024

How and where will consumers shop for back-to-school (BTS) products? We continue our US Back to School 2024 series of reports by diving into proprietary survey findings on the channel and retailers set to capture share this BTS season.

Data in this research report include:

• BTS shopping expectations by channel—online versus in-store
• Average planned spend per child on BTS shopping by channel—2023 vs. 2022
• Where BTS shoppers plan to shop, by retailer—overall and breakdowns by school level and household income
• Where BTS shoppers plan to shop, by retailer—online versus in-store

1. Channels: How Consumers Plan To Shop
2. Retailers: Where Consumers Plan To Shop
3. What We Think
4. Methodology

15-slide PDF report

Amazon, American Eagle Outfitters, Dollar Tree, Dollar General, Gap, Target, Walmart

1. BTS Shoppers’ Expectations for Purchasing, by Channel (% of Respondents)
2. Average Planned Spend per Child on BTS Shopping, by Channel (USD)
3. Where BTS Shoppers Plan To Shop for BTS, 2024 vs. 2023—Leading Retailers (% of Respondents)
4. Where BTS Shoppers Plan To Shop for BTS, 2024 vs. 2023—More Retailers (% of Respondents)
5. Where BTS Shoppers Plan To Shop, by School Level—Leading Retailers (% of Respondents)
6. Where BTS Shoppers Plan To Shop, by School Level—More Retailers (% of Respondents)
7. Where BTS Shoppers Plan To Shop, by Household Income—Leading Retailers (% of Respondents)
8. Where BTS Shoppers Plan To Shop, by Household Income—More Retailers (% of Respondents)
9. Where BTS Shoppers Plan To Shop This BTS Season, by Channel (% of Respondents)