Back-to-school shopping season sales in the U.S., covering the July to August timeframe, will grow by 4%, according to the latest forecast from market research firm eMarketer.
After last year’s shopping period set a record, eMarketer expects back-to-school season sales to reach a new top spot of $857.18 billion, which should comprise about 17% of total retail sales for the year.
E-commerce in the 2017 back-to-school season will grow 14.8% to $74.03 billion, representing 8.6% of total retail sales for the period. Last year’s e-commerce proportion of total sales was 7.8%.
In its forecast, eMarketer stated that digital growth in the five categories that generate that greatest revenue in the season— apparel and accessories; books, music and video; computers and consumer electronics; office equipment and supplies; and toys and hobbies, including sporting goods— should exceed the quarterly growth rate for e-commerce overall at 15.8%, reaching $37.56 billion.
“E-commerce growth this year comes on top of a strong year last year, making it that much more impressive,” said Yory Wurmser, eMarketer senior analyst. “Younger consumers that shop in preparation for going back to high school and college actually prefer shopping online, so e-commerce growth should continue for the foreseeable future.”