#73 Generation Z is shaping the back-to-class shopping season

Back-to-college spending is expected to reach $55 billion this year, and many of those shopping for themselves are members of Generation Z. Katherine Cullen, NRF’s director of retail and consumer insights, discusses trends from NRF’s annual survey of back-to-class shoppers and how this generation of consumers that grew up with the internet and smartphones is shaping retail.

 

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