In the U.S.A., pure-players account for 37% of back-to-school purchases

In the United States, sales of school supplies are expected to reach US$31.3 billion in 2024 (Deloitte). While Walmart leads the market with a 34% market share in value terms, supermarkets and specialty retailers are losing market share to pure-players. According to Numerator, online retailers’ share of the school supplies market jumped from 22.7% in 2019 to 37% in 2023. Last year, after Walmart as n°1, Amazon ranked n°2 (at 21%), overtaking Target (20%) for the first time.

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