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How Parents Plan to Back-to-School Shop Amid a Pandemic, Recession and Uncertainty

The pandemic poses a range of new challenges for parents as the future of the schooling is unknown and many are turning to at-home learning. A new report from Morning Consult looks at how this tumultuous period is likely to impact back-to-school shopping trends, and what brands need to understand to help meet parents' needs.


Key Findings:

  • A higher share of parents are deeply anxious about their children's education than their family's health, economic, or mental wellbeing.

  • Despite educational uncertainties and economic turbulence, parents’ back-to-school shopping plans are largely similar to last year.

  • Shopping budgets for this year's back-to-school shopping are only down slightly compared to last year.

  • Parents are turning to online retailers over brick-and-motor stores to do their shopping.