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BizReport : Ecommerce archives : June 19, 2009

Study: Back-to-School could help etailers

In most of the United States, school was just released for the summer but already parents are thinking about getting kids ready to go back to school - to the tune of about $250 per child. Good news for etailers, who could reap the rewards as consumers search online for the best back-to-school deals.

by Kristina Knight

The study, from Burst Media, found that more than 48% of parents will spend over $250 per child for back-to-school supplies for elementary, junior high, high school and college students, despite the economic issues.

"Now more than ever, brand advertisers are seeking the most cost-effective ways to reach key purchasing decision makers with a high composition audience and, in turn, less media waste," said Don Byrnes, Executive Vice President of Media Sales for Burst Media. "As a unique, pre-packaged solution, the Burst Back-to-School Network achieves this targeted reach with one single online media buy."

The bulk of back to school shopping will be done in July and August, with September wrapping things up. By far, consumers will spend the most in August (38% of shopping dollars). Researchers found that only about 15% of shoppers are cutting back on supplies this year while nearly one-quarter (24.9%) will spend more than they did last year.

Tags: back to school, Burst Media, ecommerce, online shopping, online spending

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