US Back to School 2020: Consumer Survey Update—Further Shift of Spending from In-School to Digital Learning

What's Inside

Our US Back to School 2020 series explores the back-to-school (BTS) and back-to-college (BTC)—which we will collectively refer to as to “back-to-class”— season, considering consumer shopping behaviors amid the coronavirus crisis and the implications for retail.

In this report, we provide an update on consumer attitudes toward the back-to-school (BTS) season as well as their expected shopping and spending behaviors, based on our survey of US consumers conducted on August 5, 2020.

We discuss our findings across three key topics, with a focus on in-school versus online learning:

1. BTS shoppers’ spending ability and what they expect to spend on

2. BTS shoppers’ concerns about the Covid-19 pandemic

3. BTS shoppers’ attitudes about in-store versus online shopping

Click here to read the previous report in our US Back to School 2020 series, which explores how uncertainty around varied school and college reopening models will redefine the back-to-class shopping basket.