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Press Release

ICSC Releases 2018 Back to School (BTS) Survey Results

August 1, 2018

ATTN:     Retail and Business Editors and Reporters


  • Physical stores continue to be the most popular format for BTS purchases: Nearly 90% of BTS shoppers will make purchases in physical stores, a percentage that rises to 95% including those who will purchase online from retailers that also have stores.
  • 50% of adults in the U.S. will buy items for BTS this year.
  • Nearly three-quarters of BTS shoppers say they will spend more this year than in 2017. On average, this year’s back-to-school consumer will spend $812. 
  • About 40% of BTS shoppers will use click-and-collect—a significant increase from 2017 (30%).
  • 96% of BTS shoppers who already used click-and-collect bought additional items when in store picking up their online order.
  • The No. 1 reason for shopping in store is the ability to physically see, touch or try on the merchandise. No. 2 is better prices, good deals and promotions.

METHODOLOGY:   The results from ICSC’s 2018 Back-to-School (BTS) survey are based on a national, representative poll of 1,000 adult respondents in the U.S. The survey was conducted between July 12 and 15, 2018 by ORC International.

The full report is available for members through the ICSC research portal, here. Not a member? Become a member today.