Between backpacks, notebooks and pencils, parents have a lot of items to pick up before the kids head back to class.
This year, Google says the hunt for the best deals started early with the help of smartphones.
While the heartland is still in the thick of summer, the countdown to the start of the school year has begun.
But Google reports that this year's Back-to-school shopping is no longer a frenzied one-day spending spree and race to the store.
In fact, millions of transactions are happening online every moment of the day...especially on smartphones...
Families are even spending less time shopping as they search for the best deals.
While it may be convenient for some, others prefer the old fashion approach to shopping.
There is more stuff to choose from. There are more options, more backpack options. I can see it and know what it looks like and know pretty much what I am getting instead of just picking it offline. He wanted to come with me and this is what he wanted to do today," said Nicole Aufdenberg of Cape Girardeau.
But just because consumers aren't crowding stores in the weeks leading up to school, that doesn't mean they're not spending more.
Families are expected to spend 670 dollars on average on back-to-school shopping, up 5 percent from last year.
And yes, the season did start earlier than normal.
This year, back-to-school online searches began trending a week earlier than in previous years.