Infographic: Malls Were the Big Winner of Back-to-School Season

As kids head back to classrooms, in-person shopping returned as well

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The 2021 back-to-school season looked much more like a conventional school year with resumed in-person teaching, leading shoppers to return to their usual habits, too.

Ecommerce may have held the headlines for the past year and a half, but families that need a lot of high-touch items all at once have returned to the place where they are most likely to find them: the mall. 

Foot traffic to malls, as measured by mobile advertising firm GroundTruth, was up all summer compared to 2020, peaking in July with 25% more visitors.



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This story first appeared in the Sept. 27, 2021, issue of Adweek magazine. Click here to subscribe.