In its latest forecast on back-to-school shopping, eMarketer expects ecommerce to encompass nearly 10% of all US back-to-school sales this year.
Overall back-to-school season sales are projected to rise 3.5% this year, reaching $885.2 billion. The 3.5% increase is slightly less than the 3.7% gain registered in 2017.
Meanwhile, ecommerce sales are expected to rise 15.4% during the months of July and August, totaling $85.55 billion. This year’s increase tops the 15% gain logged in 2017.
eMarketer also breaks out ecommerce spending into “core” seasonal purchases, which include apparel and accessories, books/music/video, computers and consumer electronics, office equipment and supplies, and toys/hobby. For these categories, total online spending is expected to rise 14.3%.