Products

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.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
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
Briefings
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
Methodology
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
Newsroom
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
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Parents Will Lean on Digital for Back-to-School Shopping, but Many Still Plan to Shop In-Store

Back-to-school shopping in the US may look a little different this year due to the pandemic—but only slightly.

Distance learning will likely play a substantial role in the back-to-school season. And many consumers are already eyeing certain products as a result. According to a July 2020 survey from the National Retail Federation (NRF), more than a third of US internet users said they plan to buy a laptop for elearning. Respondents also cited furniture, such as desks and chairs (17%) and printers (17%), as planned purchases.

Additionally, more parents will rely on digital for their back-to-school shopping needs. According to Deloitte data published in July, US parent internet users planned to conduct 37% of their back-to-school shopping online this year, up 8 percentage points from 2019.

Despite stay-at-home orders and social distancing measures, many parents still plan to shop in physical stores for the back-to-school season. Respondents to the Deloitte survey said that 43% of their back-to-school shopping will happen in-store. While that share decreased from 2019, it’s still a substantial figure.

May 2020 research from shopkick also found that two-thirds of US shoppers planned to shop in-store for school supplies.

And the majority of this shopping will likely take place at big-box stores. The largest share (95%) of respondents said they would shop at retailers like Target and Walmart; 37% planned to go to office supply stores and 24% planned to shop at drugstores.