According to an LTK study conducted in March 2024, nearly half (49%) of US adults will start buying back-to-school supplies by early July.

According to EMarketer, back-to-school retail sales in the United States are expected to increase by 3.2% this year to $81.16 billion.

“The majority (65.1%) of those sales will take place in physical retail locations. However, e-commerce’s portion of back-to-school sales has risen from 31.5% in 2021 to 34.9% in 2024,” noted the report.

If the first half of the year is any indicator, merchants must rely significantly on offers and promotions to maintain their share of retail sales. However, companies must ensure they are carefully placed throughout the summer to appeal to the largest number of consumers, stated EMarketer.


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