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Target, Walmart and Amazon are favored by shoppers 18–24 years old, according to a study from Branding Brand on back-to-school consumers in that demographic.
Target and Walmart each outpaced Amazon at 64%; Amazon catered to just 50% of young shoppers, even though most (79%) told Branding Brand that they’ll purchase online this year, 62% using their smartphones. If they need to return an online order, most go to a store.
Overall, three in four young shoppers will spend as much as or more than last year, according to Branding Brand, with 22% of shoppers planning to spend more and 53% planning to keep it the same.