Reasons to Read

Discover where and how consumers are shopping, overall and by school level—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 growing emphasis on convenience and product availability?
• The top categories 2025 BTS shoppers expect to shop.
• Apparel and fashion trends the 2025 BTS shoppers are most excited about.

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.

Companies mentioned in this report are: Adidas, Amazon.com, Inc. American Eagle Outfitters, Burlington Stores, PVH, Columbia Sportswear, Costco Wholesale, Crocs, eBay, Gap, Guess, Hanesbrands, H & M, Inditex, Kohl’s, Levi Strauss, Lululemon, Macy’s, NIKE, Nordstrom, Ralph Lauren, Ross, Target, The TJX Companies, Under Armour, Urban Outfitters, Walmart.

Other relevant research:

• The first report in our US Back to School 2026 series: US Back to School 2026, Part 1: Early Shopping, Inflation Worries and Strategic Choices Shape BTS 2026
• The Coresight Research US Consumer Survey Databank provides additional insight into US consumer behaviors from our weekly surveys.