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For decades, back-to-school shopping used to mean heading off to the mall (or, increasingly, Walmart) to fill the cart with the usual haul of spiral notebooks and backpacks. The digital age has changed that process, of course, but two just-released studies indicate just how dramatic that change really is.
Not only is back-to-school shopping happening earlier in the year, the sweeping adoption of mobile has rewritten the playbook of how mom and dad buy the goods—and what goods they buy.
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