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A Back-to-School Guide for Marketers in the Year of COVID-19


Back-to-school shopping is going to be a lot different this year. 

Under normal conditions, almost 60% of back-to-school shoppers are largely done with their major purchases before the start of August. But this summer we’re seeing households (from households with elementary-aged kids to households with college students) delay their traditional back-to-school buying by several weeks. 

We’ve also seen a real shift in what products back-to-school shoppers are most interested in. Instead of new shoes and pencil cases, consumers are shopping for kid-sized masks, laptops, and hand sanitizer.  

Expect more back-to-school buying to be done online than ever before, with out-of-home movement and retail visitation both plateauing due to the COVID-19 resurgence that’s still taking place. 


Get additional insights in the infographic below.

back to school


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