Survey shows families shopping in-store for back-to-school supplies

This fall, U.S. families will do the bulk of their back-to-school shopping in brick-and-mortar stores, according to new research highlighting what’s important to shoppers this season, and offering insights into how to secure all the items on your checklist while beating the crowds.

The 2024 U.S. Back-to-School Consumer Sentiment Survey from Sensormatic Solutions, the leading global retail solutions portfolio of Johnson Controls, reveals that 74% of consumers plan to conduct their back-to-school shopping in-store, with some who started as early as June. However, due to the state of the U.S. economy, 34% plan to spend significantly less than in previous years.

“As retailers aim to increase value for shoppers with great deals, inventory management and larger crowds will also be a key focus this season. With that in mind, shoppers should also do their part to plan ahead to ensure they secure everything on their shopping list,” said Christa Anz, global marketing leader at Sensormatic Solutions.

To help you stretch your budget and enjoy a seamless season, Sensormatic Solutions offers these shopping tips:

Make a plan: Though 18% of consumers said they intended to start shopping in June (up from 11% in 2023), August is still predicted to be the busiest month for back-to-school shopping. If you want to take advantage of deals without facing respondents’ top anticipated shopping challenges — out-of-stock items (56%), large crowds (39%) and lack of time to shop (35%) — create a plan. Compile a list of what you need and evaluate store deals before shopping.

Make time: Retail theft and crime are growing concerns for shoppers and retailers alike, with 44% of shoppers noting that being safe and comfortable is a top consideration when choosing where to shop this summer. As a result, many stores have implemented new technologies to secure products and keep people safe. Although most technologies won’t impact your shopping experience, it’s helpful to still consider adding some time in your schedule to account for potential security measures, such as locked items, that may require associate assistance to access.

Save money: Price is a crucial factor when shopping in-store for 75% of respondents. To stretch their dollars, 2024 back-to-school shoppers say they are considering reusing supplies from prior years or shopping at discount or secondhand stores. However, using options like “buy online, pick up in-store” (BOPIS) is also a good strategy if you’re looking to control spending. It can help you prioritize specific items, avoid impulse purchases and forego shipping fees while still shopping at your favorite stores.

Shop sustainably: If you’re one of the 83% of shoppers for whom sustainability will play a role in your back-to-school purchasing decisions, you can adopt many shopping strategies to reduce your impact on the environment. Some shoppers say they plan to purchase clothes and supplies from secondhand stores, but changing your retailer choices is not always an option. You may also consider bringing reusable shopping bags with you on store trips (like 45% of survey respondents), choosing products with sustainable packaging (41%) and opting for items made with eco-friendly materials like recycled paper and biodegradable pens (38%).

To learn more about what to expect this back-to-school season, read the full 2024 U.S. Back-to-School Consumer Sentiment Survey results. For more information about Sensormatic Solutions, visit sensormatic.com.

“Shoppers can rest assured that as they develop their back-to-school plans, retailers are doing the same to ensure that they have a safe, satisfying and seamless experience no matter when they choose to shop,” said Anz.