Before students head back to school this fall, parents will head back to the mall in droves. Back-to-school shopping is one of the largest seasonal events for retailers and consumers, and 2016 looks to be no different as shoppers reveal their plans to spend more money than previous years. But as expected, parents are carefully considering what they buy and how much to spend. In our latest series of consumer surveys, RetailMeNot, Inc. breaks down for retailers when shoppers will be heading to the stores and what promotions will capture their attention and gain their dollar. About the Surveys Based on findings from two surveys, RetailMeNot,Inc. gathered consumer sentiment and shopping preferences for the 2016 back-to-school season. A Google Consumer Survey was conducted between June 8 and June 10, 2016, in which 1,011 U.S. consumers aged 18 and over were surveyed regarding their back-to-school spending and promotional preferences. These consumers indicated they had school-age children under 18 or children in college over 18 that they would be spending money on related to back-to-school expenses. Additionally, a RetailMeNot, Inc.