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Booming back-to-school shopping season may give retailers lift they need

Despite strong e-commerce growth, Forrester predicts that stores will continue to capture most retail sales by 2024, including 71% of all U.S. retail sales and 64% of U.S. non-food-and-drink sales. Forrester expects that retailers will focus on reconfiguring store networks, clarifying store online sales attribution, promoting COVID-safe retail practices, and improving online margins for food and drink.

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