Shoppers Choose Target and Walmart Over Amazon for Back-to-School

Consumer Shopping Trends: Back to School 2017


Shopper preferences have shifted ahead of this year’s back-to-school season, according to a new consumer survey by retail app platform, Branding Brand. Of young U.S. shoppers, ages 18-24, 64% say they will buy back-to-school items from Target, 64% will buy from Walmart, and 50% will buy from Amazon.

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

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

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

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


About Branding Brand
Branding Brand is the retail industry's leading multichannel commerce platform, powering mobile apps, sites, and in-store shopping experiences for over 200 enterprise brands. In addition to being named a Gartner "Cool Vendor" of apps, the Company is also the Forrester Wave Leader in "Mobile Commerce and Engagement Platforms.”

Topics: Trends Company Press Release