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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