Digital Marketing Researches & Reports

Back-to-School Shopping of US Moms in 2017 | Field Agent

Shopping Seasons | USA

With every July and August comes a frenzy of shopper spending. Back-to-School (BTS/B2S) is a make-or-break moment for many companies. That’s why retailers need to build their campaigns on a true information.

Find out what 1.001 moms said about back-to-school shopping in the US in order to bone up for the BTS shopping season:

Spending on Back-to-School of US Moms in 2017:

  • Half of US moms surveyed said that their households intended to spend more on BTS shopping in 2017, compared to 44% in 2016.
  • 57% consider the BTS season a strain on their personal budget.
  • 53% said their children strongly influence on BTS clothing/footwear purchases.
  • 54% said they will make some of their BTS purchases during tax holiday, compared to 7% who intended to make all their BTS purchases during this holiday.
  • Basic school, clothes and footwear supplies are most likely to be purchased for the upcoming new school year with rates 98%, 97% & 95% respectively.

Supplying Back-to-School for US Moms in 2017:

  • Most of BTS shoppers in the US would visit 2-3 stores to purchase school supplies for back-to-school 2017-18.
  • 72% planned to purchase school supplies online this year, compared to 64% than the last one.
  • In terms of what made households not purchase school supplies online, 55% said their kids like going to stores for supplies, shopping in-store is funnier (29%) and shopping online for school supplies is hard (29%).
  • Three-quarters planned to shop from to purchase school supplies for the 2017-18 BTS season, 40% from and 25% from

Feeding & Clothing Back-to-School for US Moms in 2017:

  • 36% of parents in US resort to “McDonald’s” when they need a quick meal or snack for their kids before-school and/or after-school while 17% resort to “Chick-fil-A”.
  • 60% planned to buy clothing from “Target” retailer purchase for back-to-school 2017-18, while 55% tend to buy from “Walmart” and 52% from “Kohl’s” & “Old Navy”.
  • 33% are completely/very likely to purchase clothing/footwear online for BTS 2017-18, while 38% is not likely.

Back-to-School Shopping of USA Moms in 2017 / Field Agent


Data were driven from 1.001 moms of K-12 children in the USA who aged from 25-64 years old.

Field Agent

Market Research

With a global network of more than 1 million Agents in 7 countries, Field Agent provides cohesive auditing and research solutions from around the world. Field Agent offers location-based information and insights to link companies with their distant operations and customers.Field Agent gathers data and insights from consumers around the world and blazes the trail for researchers and operators with best practices in the industry. It's clients range from Fortune 100 companies to local businesses, all of who need fast, accurate, real-time information.


Subscribe for our newsletter!