The current state:
As the end of summer nears, families are buzzing with back-to-school preparations. The latest Consumer Pulse offers a glimpse into the spending habits and considerations shaping this pivotal shopping season. Discover insights about how parents and students alike are making smart choices and stretching their dollars as they gear up for a new academic year.
How we’re feeling right now:
This week's Consumer Pulse provides a deep dive into the back-to-school shopping plans of consumers. Here are some key findings:
- About a quarter of respondents plan to purchase school supplies (26%) and/or back-to-school apparel (24%) in the next couple months.
- Men and women have vastly different approaches to shopping school supplies, with men more than twice as likely to say they’ll get it done as soon as possible and women more than twice as likely to hold out for a good deal.
- Children will have a significant influence, with more than 9 in 10 respondents agreeing they’ll allow their students to shop along with them.
Why it matters:
This week’s Consumer Pulse shows a cautious but determined approach to back-to-school shopping, with 65% planning to be more careful with their school supply spending. However, there are ways to appeal to cost-conscious consumers without resorting to discounts. Staying on trend is key, as children will be influential, not just along for the ride. Content marketing with a back-to-school context and partnering with influencers to create authentic buzz and product knowledge can be effective. Remember, this back-to-school season, price is not your only lever; first, you must attract consumers’ (and their little ones) hearts and minds.
Do you want to take the Pulse of your customers? Our Insights team will partner with you to design a study to help you better understand your customers and their problems, and how your brand can win at retail.
To get additional insight into what this means for brands and retailers, read the entire study.
