Marquette marketing professor talks trends in back-to-school shopping

MILWAUKEE (CBS 58) -- The back-to-school shopping season is in full swing, bringing new trends and consumer behaviors into focus.

Dr. Alex Milovic, Associate Professor of Practice of Marketing at Marquette University, discussed shifts in this year's back-to-school shopping habits during an interview on Monday, Aug. 28.

He noted that consumers are increasingly using apps for convenience and leaning toward generic alternatives over name brands. School supply lists have also expanded to include items for the entire classroom.

Milovic advised diversifying retail options, utilizing e-commerce for comparison shopping, opting for negotiation over high-priced items and reviewing last year's supplies to find usable items.