Back-to-school shoppers are visiting multiple retailers rather than simply going to one-stop stores, according to a recent report from Cardlytics.

The report was based on Cardlytics 2014 back-to-school in-store and online purchase data covering 70% of US households.

Back-to-school spend in big one-stop stores dropped 7.6% in 2014 from 2013 levels, the analysis found.

In contrast, spend at specialty retailers increased in most categories, including office supplies (2.2% year-over-year increase), apparel (2.1%), and sporting goods (1.6%).

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji