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It’s the second highest shopping time of the year, and it has already begun. For most children, this is the time of year that signifies the end of summer, and doom, but for businesses, it’s second only to the holidays in terms of overall sales. Competition for back-to-school sales will be stiff this year, as many shoppers are being price conscious and using all the tools at their disposal—smartphones, coupons, discount codes, and comparison shopping—to find the best deals both online and in stores. Smart brands will take notice of these trends and plan accordingly. The obvious question is: What are back-to-school shoppers looking for and how do I give it them?The statistics and insights in this slideshow will show you what to expect between July and September. So start studying!