"After a prolonged period of price rises, U.S. shoppers have become much savvier in how, where and when they spend, meaning brands need to fight harder for share of wallet. With shoppers trying to make back-to-school budgets go further, this has put increased emphasis on discounting events.”

Sam Jarvis, CEO of HubBox, commented on top findings from HubBox research, which revealed 66 percent of consumers held off until Amazon's Prime Day, held in mid-July, and 73 percent plan to hit back-to-school deals offered during Labor Day sales.