Remember back-to-school shopping? It’s back.

According to a recent Ipsos U.S. Omnibus survey, 42% of households with children heading to school had already started their back-to-school purchases. While school supplies rank high on the shopping list, clothing is the item most plan to spend more this year compared to last year. Of course, this begs the question: Will COVID-comfort still rule most purchase decisions? And will concerns over the Delta variant see parents opting for another year of hybrid learning?

Download our detailed Thought Starter for more insights into how American parents expect to spend getting their families ready for a new school year. This valuable information allows marketers and manufacturers to identify new ways to optimize product packaging, messaging, or identify growth with potential product extensions.