Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Back-to-School Early Birds Tend to Spend More

Parents who start in June and July tend to shell out a higher amount

Parents who start their back-to-school shopping earlier in the summer tend to spend more money overall, according to a recent survey by Deloitte.

Overall, the survey found that 62% of respondents plan to start shopping before August. Those shoppers spend an average of $544 on back-to-school purchases. By comparison, respondents who begin later, in August or September, spend an average of $455.

Many early shoppers (66%) said they plan to shop at different points throughout the summer to take advantage of deals, and 40% expect to find the best back-to-school deals early on in the season. 

It’s worth noting that Deloitte didn’t delve into why late shoppers held off on back-to-school shopping. Since 37% said they belong to a household with income below $50,000, it may simply be a matter of economics for many, or a determination that lower prices are likely to be had later in the season.

There’s no true consensus on when the back-to-school season begins. Amazon’s July shopping holiday Amazon Prime Day has become something of a marker for retailers and consumers alike.

In a 2017 AYTM Market Research survey, 42.6% of US internet users said they planned to start back-to-school shopping by the end of July. And a May 2018 survey by RetailMeNot found that 84% of US retailers think the season begins before or on Amazon Prime Day.

A Cardlytics study found that even though nearly three-quarters of back-to-school shoppers bought school items only in-store in 2017, Prime Day had the effect of shifting shoppers’ spend ahead by nearly one month.