Business, Marketing: Back-To-School Shopping Is Happening Online

With the back-to-school shopping season upon us, it should come as no surprise that more consumers are flocking to the Internet to make purchases for the upcoming year. But just because it’s easier to comparison shop and find the best deals online doesn’t mean you will walk away spending less.

According to the National Retail Federation (NRF), those that use the web to shop for back-to-school supplies spend 27% more — for a total of $874 — compared to the average shopper ($688). This might also mean that shoppers are buying bigger ticket items online, and not necessarily more.

Overall, e-commerce has seen significant growth during the period in the last few years. Since 2003, online shopping for back-to-school items has quadrupled — now with 39.4% of shoppers buying at least one item for school on the Internet, up from 10.9% in 2003 and 21.4% in 2007.

The economy is still top of mind for many consumers this season, with 85% said it will impact how, what, when and where they shop for school and college items.

The NRF has put together an infographic detailing the biggest spending trends. For a full look, check out the data.

Source:, National Retail Federation

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