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Most Parents Will Shop in-Store This Back-to-School Season — Despite Online Boom

For parents who think they’ll have the mall all to themselves this back-to-school shopping season, think again. Despite the growing online shopping trend, most will shop in store, according to Deloitte’s “2018 Back-to-School Survey” that polled parents of school-aged children.
There’s a lot at stake for retailers across the board. Household spending on clothing, supplies, computers and electronics for children in grades K-12, is expected to reach nearly $28 billion, noted the survey. Shoppers, it said, are still undecided on where they will spend 20 percent or ($5.5 billion) of their budget — up for grabs between online and brick-and-mortar stores.
“The amount people plan to spend and tendency to shop in physical stores for back-to-school are consistent with last year, but retailers need to act fast for that $5.5 billion wild card,” said Rod Sides, vice chairman, Deloitte LLP, and U.S. retail, wholesale and distribution leader. “In just one year, previously undecided dollars have shifted dramatically by product category.”
When it comes to the digital shopping experience, Deloitte noted online retailers will need to step up their game in order to continue to entice consumers. The survey found customers are mainly using their devices to access websites, look for prices, and collect

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Via:: https://footwearnews.com/2018/business/retail/back-to-school-shopping-stores-online-1202586446/