After dire warnings of a slow shopping season by parents and kids, brick-and-mortar businesses counting on back-to-school sales to drive their summer revenue can take comfort in some reassuring stats from eMarketer that say in-store still counts more than digital.

In an overview of recent studies from consultants like Deloitte and programmatic ad sales engine Rubicon Project, eMarketer points to consumer surveys that found nearly nine in 10 people with at least one child attending kindergarten to high school this fall said they would buy school supplies at a physical store only.