Digital Marketing Researches & Reports

2017 Back to School Survey in US | Deloitte


In the US, back to school (B2S) season accounts for about half of the annual school-related spend, touches 29 million households and accounts for over $27 billion in sales, as it represents the second biggest shopping season of the year.

  • 52% of US parents surveyed belong to Millennial age group.
  • 98% plan to buy school supplies with an average spend of $104 per person.
  • 81% plan to shop at mass merchants. This jumps over the last year with 24% point.
  • 30% of B2S shoppers prefer to buy pre-configured school kits.
  • 61% make researchers online first before purchasing B2S products in the physical store.
  • 68% plan to purchase from online retailers who offer free shipping and 52% prefer to purchase from retailers who offer an option to buy online and return – replace – from a store.
  • 60% of B2S shoppers began their shopping before August, while 40% began their shopping after July.
  • 57% of B2S online purchases are made via desktops, 49% are made via mobile devices and 22% are made via tablets.
  • 27% use social media sites for assisting them in their B2S shopping. 75% use social media to view promotions/ads and 64% to receive a coupon.
  • 49% prefer “loyalty programs” – which provide faster or cheaper shipping to discounts – when shopping online.

2017 Back to School Survey in US Deloitte


Data were driven from 1,200 parents of school-aged children. The survey was conducted between May 31 and June 6, 2017. The entire sample has a margin of error of +/- 3% points.


Deloitte is one of the "Big Four" accounting organizations and the largest professional services network in the world by revenue and number of professionals. It's a multinational professional services network. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited (DTTL), its global network of member firms, and their related entities. DTTL also referred to as “Deloitte Global” and each of its member firms are legally separate and independent entities. Deloitte's firms around the world help clients become leaders wherever they choose to compete.


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