Data & Insights

Despite Last Year's Ecommerce Boom, Back-to-School Shoppers Are Returning to Prepandemic Habits

A new Adweek-Morning Consult poll showed consumers prefer buying in store at rates similar to 2019

Nearly half of survey respondents said they plan to do back-to-school shopping mostly in person.Adweek, Morning Consult, Getty Images

By Kathryn Lundstrom

As students and parents begin to plan for summer’s end and school’s return, most people seem to be returning to their prepandemic habits, according to a new data from Adweek and Morning Consult.

The data comes from a survey conducted last week among 2,200 adults. It asked respondents whether they’ll be doing their back-to-school shopping online or in person, limiting responses to those who are either going to school this fall themselves or have children going to school.