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Research + Studies

Malls, stores top destinations for back-to-school shoppers

August 6, 2018

Nearly nine out of 10 back-to-school shoppers (88 percent) will make purchases in physical stores this year, and roughly 80 percent will visit a mall or a shopping center, according to ICSC Research.

When those who buy online from physical retailers are included, no fewer than 95 percent of shoppers will be purchasing from retailers that operate brick-and-mortar establishments, according to ICSC's Back to School Consumer 2018 Survey.

The report found that half of all U.S. adults will buy back-to-school merchandise this year, and nearly three-quarters of them say they will spend more this year than they did last year. Back-to-school shoppers buying for K–12 pupils will spend an average of $423.40 per household, and those buying for college students will spend $784.70. August will be the busiest month for these purchases, ICSC Research says.

Nearly three-quarters of back-to-school shoppers say they will buy more this year than they did last year

About 40 percent of back-to-school shoppers will use click-and-collect — by which they order online and pick up the merchandise in the store. This is up significantly from last year’s 30 percent who shopped this way.

Some 85 percent of back-to-school shoppers are buying apparel and school supplies, according to the report, and 70 percent are heading to discount stores, while 35 percent will patronize office-supply stores, 32 percent will shop at dollar stores, and 28 percent will buy at traditional department stores.

By Edmund Mander

Director, Editor-In-Chief/SCT

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