Reasons to Read

Discover where and how consumers are shopping, and how higher-income households are reshaping the back-to-school season—and what it means for retail strategy.

Read this report to discover answers to these and other questions:

• How are shoppers shifting their purchasing behavior across in-store, online, and hybrid channels like BOPIS?
• Which retailer types and individual banners are winning—and why are mass merchandisers so far ahead?
• What roles do online and in-store advertisements play in driving consumer decisions this BTS season?
• How should retailers respond to changing income dynamics and a growing emphasis on convenience and product availability?

Companies mentioned in this report include: Walmart, Target, Amazon, TikTok, Temu, Shein, Old Navy, Foot Locker, Apple, Nordstrom, Dollar Tree, Dollar General, and over 60 others.

Data in this report include: BTS shopper preferences by channel and income; leading retailer rankings by shopper segment; retailer appeal by income and school level; top advertising and influence sources; key purchase decision drivers such as quality, price, and availability.

Other relevant research:

• The first report in our Back to School 2025 series