As students get ready to return to classrooms this fall, a quarter have already begun shopping for clothes, backpacks, and more. Four out of ten assume they will have to pay higher prices than last year, and that belief is affecting how they shop. What’s different?

In every way, back-to-school shoppers are being more prudent with their resources:

• 43% are doing more comparative shopping online
• 42% are shopping for sales more often
• 35% are buying more store brand/generic products
• 24% are using coupons more often

See an infographic for more details