Digital Marketing Researches & Reports

Infographic: Back to Class in US 2017 | NRF

Shopping Seasons | USA

Nowadays if “you snooze, you lose”. This is the marketers season slogan because back-to-college spending is expected to hit an all-time high this year in the US, while back-to-school spending is expected to see its 2nd highest spending level on record, according to NRF.

Take a glimpse to know where to invest your marketing dollars to extract the most ROI based on these trends:

  • $83.6b is the total combined back-to-school and college spending. Electronics (21.5b), clothing (18.2b) and shoes (10.1b) will make up more than half of shoppers’ spending.
  • $970 is the average spend per household for back-to-college shoppers and $668 is the average spend per household for back-to-school shoppers.
  • Online shoppers plan to purchase back-to-school/college items from 4 different retailer websites on average.
  • Nearly 7 in 10 back-to-school shoppers plan to purchase a brand new backpack this year.
  • Shoppers mostly prefer to buy in-store items like shoes (59.4%), school supplies (50.9%), clothing (49.6%) and electronics (32.9%).
  • Nearly half of respondents took advantage of back-to-school deals at Amazon on Prime Day (44.2%).
Online shoppers plan to purchase back to class items from 4 different retailer websites on average.

Infographic Shows the Online Purchase Items of The Back to Class Season, 2017


Data were driven from 468 back-to-school and back-to-college shoppers in the US.


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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