Grandparents and Back-to-School and College Shopping in 2026
Research looks at the role grandparents play in back-to-school and college shopping and how household composition shapes their spending, shopping habits and response to marketing. September 13, 2026 Executive Summary By Melissa Nelson, Marketing and Communications, Retail Analytics Council, Northwestern University Back-to-school and college are major retail events for grandparents in addition to parents, making […]
More Than Notebooks and Backpacks
By Melissa Nelson, Marketing and Communications, Retail Analytics Council, Northwestern University Findings from research conducted by Prosper Insights & Analytics, in cooperation with the National Retail Federation, show that back-to-school shopping goes beyond traditional notebooks and backpacks. Back-to-school and back-to-college shopping remain two of the largest seasonal retail events of the year, with 42.4% of […]