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See All Topics →Latest Articles
Explore our Research →Tariffs put over $2 trillion in trade with Mexico, Canada, and China at risk
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Mar 6, 2025
4 IRL retail trends and what they mean for brands
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Apple's new social app reveals event opportunities for marketers
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Mar 6, 2025
Reddit sees growth as users seek relatable content
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Creatives struggle with inconsistent metrics when measuring ad performance
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Mar 5, 2025
GenAI-influenced reviews, research, and recommendations craft a new era for shoppers
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Mar 5, 2025
Brands find creator economy use cases for AI
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Mar 5, 2025
Target faces 40-day boycott as it deals with tariffs, economic blackout
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Mar 5, 2025
Microsoft Copilot launches AI-powered ad features to vie for ad dollars in the chatbot space
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Mar 5, 2025
Millennials lead in wearable tech as Gen Z adoption grows
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Mar 5, 2025
About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →Retail & Ecommerce Back-to-School Season Sales
Retail
per Person
Physical Retail
by Product Category
by Device
by Distribution Strategy
Source: EMARKETER Forecast, February 2025 - July 2024
Note: *sales are for Jul and Aug of each year among households with children in K-12 school or college; includes only apparel and accessories, books/music/video, computers and consumer electronics and office equipment and supplies; **includes products or services ordered using the internet, regardless of the method of payment or fulfillment; sales are for Jul and Aug of each year among households with children in K-12 school or college; includes only apparel and accessories, books/music/video, computers and consumer electronics and office equipment and supplies
Additional Note: EMARKETER benchmarks its US total retail sales figures against US Department of Commerce data from 2018 onward. The last full year measured was 2023.
Methodology: Estimates are based on the analysis of data from benchmark source US Department of Commerce, estimates from other research firms, historical trends, consumer buying trends, and macro-level economic conditions.