NPD: Here’s what Back-to-School shoppers want
July 17, 2017,
Port Washington, N.Y. – More than 70% of last year’s Back-to-School shopping was done in stores, according to The NPD Group.
Consumers see a wide selection as the key attraction of shopping stores for BTS. Last year’s top retailers for BTS goods were mass merchants.
- Best/lowest prices, sales/discounts/promotions, and wide product selection are top considerations when deciding where to back-to-school shop.
- Compared to other shopping seasons, an average of 43% of consumers said they are more concerned with the quality of the merchandise they purchase for back-to-school and less concerned about look/design.
- For some key categories, one-stop shopping, and trusted brand availability rank in the top three.
- Regardless of the BTS product category, almost 60% of consumers said they only buy back-to-school items on sale/discount. But quality/durability and functionality rounded out the top three factors that influenced back-to-school purchases.
- Store displays and word-of-mouth are among the top ways consumers research and learn about where to go or what to buy when shopping for most back-to-school categories.
- Free shipping was one of the most important benefits of online shopping, which represented 21% of 2016 back-to-school purchases, on average.
“Brick-and-mortar retail has been challenged this past year and overall online growth, while still strong, has begun to show signs of slowing,” said Marshal Cohen, chief industry analyst, The NPD Group.
“The spending dynamics that unfold between online and in-store shopping this back-to-school season will be indicative of future consumer behavior,” Cohen added.
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