With the new school year right around the corner, Women’s Wear Daily recently highlighted the results of back-to-school shopping surveys conducted by Accenture, Brand Keys and Deloitte. The preference for brick-and-mortar for back-to-school purchases was the major trend revealed by all three surveys. Additionally, the studies showed that discounting and promotions will be important to consumers during this key shopping period.
In the Accenture survey of 500 American parents of children in grades kindergarten through college, 89 percent of participants reported they intend to do most of their back-to-school shopping in physical stores. While they are making purchases in stores, 79 percent of the surveyed parents reported they are first researching products online. The majority of parents (67 percent) predict they will spend between $100 to $500 on school-related purchases. Additionally according to the Accenture study, most parents will be heading to discounters and mass retailers. As for what parents will be buying, school supplies are the top priority trailed closely by apparel and shoes.
Meanwhile, Deloitte surveyed 1,000 parents of teens and younger children with similar results. This study found parents of children in kindergarten through high school plan to spend $543 on average, a decrease from last year. Brick-and-mortar was also preferred over online shopping with most parents planning to make their purchases at discount and value department stores. Buying online and picking up in store is an increasingly popular trend among the parents surveyed by Deloitte.
A third study conducted by Brand Keys gathered information from 8,300 U.S. households. This group plans to spend an average of $655 on back-to-school purchases with discount stores being the preferred shopping destination. An overwhelming 90% of the parents in this study indicated they plan to make purchases online as well. Within the fashion segment, parents plan to spend the most on apparel followed by athletic and dress shoes.
While physical stores seem to be the winner for the back-to-school shopping season, all three surveys show that retailers’ websites are still important to consumers as research tools.
The Joester Loria Group is always factoring the latest retail trends into our strategies to ensure our clients’ licensing programs are successful at the consumer level.