Trend to Watch: Back-to-School Shopping Stretches Further Into the Season This Year

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School may be in session, but back-to-school shopping isn’t over for this year’s shoppers. CivicScience data show that fewer shoppers have completed their shopping for the new school season compared to this time last year. Nearly half (48%) still have more school-related purchases to make (versus 43% last September). Shoppers this year are also five points more likely to not have started any of their shopping yet.

Previous data suggest that inflation-wearied shoppers are holding out for deals and promotions, and so may be willing to stagger their back-to-school shopping further into the school year. In July, close to 50% of back-to-school shoppers said that sales and discounts were ‘very’ important to them.

Take Our Poll: How has the back-to-school transition been going?

Electronics Purchases in Demand

What are shoppers looking to purchase? Data show 48% of K-12 parents plan to buy electronic devices for their kids in the next six months, up from 41% this time last year. Smartphones are the top purchase this year – even amid overwhelming consumer opinion that smartphones should be banned or restricted in classrooms – followed by headphones or earbuds. Demand for smartwatches for students has jumped 50% from last year, nearing the percentage of those who plan to buy tablets.

Dorm Room Shopping Is Trending

Data show 32% of parents with school-aged children (under 18) still have shopping left to do. However, that figure more than doubles among college-aged Gen Z shoppers, of whom 61% say they plan to make purchases. One area they may be investing in? Dorm rooms. New data find that 56% of this demographic bought items for a dorm room this year. And 33% say they’ve spent ‘more’ this year than last year, outpacing the 31% who spent less. But increased spending is not just the result of inflation – 34% have purchased more dorm room items such as furniture and decor compared to last year.

Weigh In: Do you think back-to-school shopping is more or less stressful now than it was when you were a kid?

In short, retailers should expect back-to-school shopping to extend into the fall. Electronics are on the list for K-12 parents, while college students may be looking to level up their dorm room. Most shoppers are likely to be on the lookout for sales and deals as they determine where to shop and what to buy.

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