Online shoppers were not impressed by Amazon Prime Day offerings of back to school supplies. That may not be surprising. Recent analysis from International Council of Shopping Centers shows that back-to-school shopping is more often done in retail stores (83%) than online. The retail store purchases include 7% of sales made online and picked up in-store.
Shopping may prove higher in 2015 than it was in 2014. About two-thirds of consumers will spend more this year, compared to half of them who planned to make more back-to-school spending last year. In contrast, the National Retail Federation (NRF) expects consumers will spend more cautiously this year. It says the average family with K-12 children plans to spend $600.36 on electronics, clothes, and other school needs, down $669.28 last year, with total spending expected to reach $24.9 billion, according to the NRG’s Back-to-School Spending Survey conducted by Prosper Insights and Analytics.