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.