MasterCard research reminds that last year, August 29 was the heaviest shopping day of the Back To School season.
22.5% of adult US internet users shopping for kids ages 6 to 17 started two or more months before school started.
More than four in 10 college students said they did not plan to use their phone or tablet for researching or buying back-to-school items.
Some 93.6% of college students said they found one-on-one recommendations from friends at least somewhat influential.
Undergraduate students are less likely to rely on brand advertising than word-of-mouth when it comes to their purchase decisions.
63% of US mothers with children under the age of 18 planned to use their smartphones while back-to-school shopping.
Among US parent internet users with school-age children and/or college students, average back-to-school spending on electronic devices was $529.
Families with children in grades K-12 will spend an average of $699.28 this back-to-school season on apparel, shoes, supplies and electronics.
Students and parents start to research their back-to-school needs long before stores notice an uptick in purchases.
The growth rate for back-to-school eCommerce is slightly higher than the 15.5% overall eCommerce increase forecast for the full year.