Key stat: Over three-quarters (77%) of US parents plan to visit mass merchant retailers for their back-to-school shopping, per a May 2024 survey from Deloitte.
Behind the chart:
- Total US back-to-school sales will reach $81.16 billion this year, a 3.2% increase YoY, down from 7.2% growth in 2023, per our forecast.
- Though the majority (65.1%) of US back-to-school sales will take place in-store this year, ecommerce continues to grow its share, reaching 34.9% of total US back-to-school sales this year, per our forecast.
- Services that connect the online and in-store experience (like mobile apps, buy online, pickup in store, and curbside pickup) will be key for retailers trying to boost sales this back-to-school season as parents look for the best prices and most convenient ways to shop.
Use this chart:
- Advocate for additional spend on in-store advertising and promotions.
- Illustrate the need to include off-price, department stores in back-to-school marketing efforts.
- Explore ways to boost traffic across lower-trafficked retailers like fast-fashion or bookstores.
- Emphasize the importance of value during back-to-school season.
More like this:
Methodology: Data is from the July 2024 Deloitte report titled “2024 Deloitte back-to-school survey.” 1,198 US parents of school-aged children (grades K-12) were surveyed online during May 22-30, 2024.
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