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Western Europe

Online or IRL: Where Are Young Europeans Shopping For Back To School?

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It’s already back to school shopping season for Europeans Gen Z and Millennials, and this is how these consumers are shopping this year…

TL;DR

  • The top way European Gen Z and Millennials are shopping for back to school is a mix of online and in-store
  • Young French consumers are a lot more likely than their European peers to be doing their back to school shopping in-person only
  • A minority of young Europeans buy back to school products exclusively online
Data from YPulse’s recent WE Back to School Shopping Report shows that three in five European Gen Z and Millennials are planning to do back to school shopping this year. But with their budgets tightening due to the ongoing cost-of-living crisis, and high inflation, these consumers are more budget-conscious than ever. So, to best reach...

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