Nearly nine out of 10 back-to-school shoppers (88 percent) are making 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. 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 from last year’s 30 percent who shopped this way.
By Brannon Boswell