Amazon and other platforms account for 37% of the US back-to-school sales share, and sales of traditional products have declined

According to foreign media reports, Walmart, Amazon and Target dominate the US back-to-school supplies market, accounting for 37% of sales, according to Numerator's latest research. With the popularity of technology products, the sales of traditional back-to-school supplies have declined year by year.

Data shows that online retailers have increased their share of back-to-school supplies sales by nearly 15% over the past four years, from 22.7% in 2019 to 37% in 2023. Among them, Amazon has grown rapidly, surpassing Target to become the second-ranked back-to-school supplies retailer, while Walmart ranks first with 34% of online spending .

At the same time, based on a survey of 2,000 parents of school-age children in the United States, classroom digitization is replacing many traditional school supplies. In the 2023/24 school year, 90% of students use computers or tablets in class, and 80% of students use technology products for school-related purposes at home.

Purchasing data shows that sales of traditional back-to-school supplies (such as paper, etc.) fell year-on-year, while the total number of households purchasing such products remained relatively stable. In addition, overall sales and household spending continued to rise, reflecting the continued impact of inflation, while families invested more in higher-priced items such as backpacks.

In addition, two-thirds of American families plan to reuse supplies from previous years, and only 34% of families said they will buy all new school supplies this year, while 39% of families plan to buy most new supplies and 19.6% of families plan to buy half new supplies and reuse half old supplies. Overall, 56.6% of parents said they will spend less than $100 on school supplies.

Author ✎ Rayna/

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