Digital Marketing Researches & Reports

Back to School Supplies Lists and Online Shopping in US, 2016 | NRF

E-Commerce & Retail | USA

The back-to-school season offers an incredible opportunity for retailers,

To inform your digital marketing strategy by using these trends and tips, you’ll be better able to position your business for success:

  • Back-to-school shopping in the US reached $27.3 billion in total spending in the 2016 season.
  • 84% of parents won’t purchase online without free shipping.
  • Online B2S shoppers plan to make over a third (34%) of their purchases online.
  • Those parents who tend to buy from online websites plan to purchase from an average of 3 websites.
  • 62% of those parents plan to visit supercenter sites, 35% online office supply and 18% online clothing retailers.
84% of parents won't purchase online without free shipping based on NRF

84% of Parents’ Online Purchases Are Driven By Free Shipping Based on NRF, 2016


Data were driven from a flash poll of 502 US parents with children in K-12 to learn more about their online shopping habits and the never-ending back-to-school supplies lists.


Founded in 1991 and based in Washington, D.C., the National Retail Federation (NRF) is the world’s largest retail trade association. NRF represents discount and department stores, home goods and specialty stores, Main Street merchants, grocers, wholesalers, chain restaurants and also Internet retailers within the United States and over 45 countries around the whole world. As retail is the nation’s largest private-sector employer, it supports one in four the US. jobs and it contributes $2.6 trillion to the annual GDP.


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