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We’ve been reporting about Amazon’s undisputed domination in the retail space these days, but a new report from retail app platform Branding Brand shows that brick-and-mortar retail isn’t losing ground with everyone.

Shopper preferences have shifted ahead of this year’s back-to-school season, the new consumer survey reveals. According to the findings, of U.S. shoppers ages 18-24, 64 percent say they will buy back-to-school items from Target, 64 percent will buy from Walmart, and 50 percent will buy from Amazon.

Back-to-school shoppers choose big-box retailers over Amazon

Conversely, a similar shopper survey in 2016 showed Amazon led the pack—with 74 percent saying they’d buy from the etail giant compared to 42 percent planning to buy from Walmart and 51 percent from Target.

Branding Brand’s latest consumer survey identifies the millennial shopping trends that will shape the 2017 back-to-school season, including:

  • 80 percent will purchase items online this year; 62 percent will buy via smartphone.
  • 54 percent say they won’t start shopping until August—14 percent were done in June.
  • 18 percent will purchase using mobile payments like Apple Pay, Android Pay, and Samsung Pay.

Back-to-school shoppers choose big-box retailers over Amazon

Branding Brand conducted this online survey of 1,000 back-to-school shoppers from June 21-23, 2017.  

Bulldog Reporter

Bulldog Reporter

Bulldog Reporter is a leader in media intelligence supplying news, analysis and high-level training content to public relations and corporate communications professionals with the mission of helping these practitioners achieve superior competitive performance.


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