Back-to-school (BTS) is in full swing. Shopping lists have been checked off, first day pics are popping up on social media, and yet it still looks nothing like years past.
As we enter another school year amid a pandemic, emotions are high and so is spending for the season. While BTS spending was on a downward trend from 2016 to 2019, the pandemic created more demand for electronics and accessories to help students learn in new environments—be it at home or in adjusted classrooms made for safety.
The NRF predicted that this year households would spend on average $849 for BTS, up from $789 in 2020 and $697 in 2019. Electronics continue to stand out as a top category, with households investing $296 on average in 2021—almost $100 more than 2019.
The ongoing investment in BTS technology (and tech-learning processes) makes one think that tech-based learning is here to stay—even as we (hopefully) leave the pandemic. But it also highlights the outages we still have in this country regarding access to WiFi and affordable technology.
If this is the new norm for BTS and education, how will shoppers of all economic backgrounds ensure their kids are prepared? How can brands and retailers support those in need?
Image Source: Unsplash
Contributed By: Kira Walstrom, Insight & Strategy, Integer Denver