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Back-To-School Shopping: How & Where Are Parents Buying?

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Back-To-School Shopping: How & Where Are Parents Buying?
Research & Data

Heads-up, parents. Can you believe that it’s almost August? The dog days of summer are officially here and you know what that means: Back-to-school shopping. Yep, that time of year is already right around the corner. As kids soak up the last weeks of summer sunshine, parents are prepping themselves–mentally and financially–for the start of school.

We here at SurveyMonkey have back-to-school shopping on our minds too. Thanks to SurveyMonkey Audience, a great product for gathering data from a target demographic, we asked over 250 parents of school-aged children to find out how they plan to do their school supply shopping.

Get ready to learn a ton about pencils, binders, laptops and more!

Most plan to make back-to-school purchases, but aren’t excited about it

Back to School Shopping

While most parents are planning to do back-to-school shopping (more than 85%), they aren’t particularly excited about the thought of spending money or braving the crowds (UGH). Whether they’re eager to shop or not however, a third of all respondents have already started on their lists. Another third are planning to make their purchases within the first half of August.

When are you shopping?

Brick-and-mortar stores are the first place to visit

Perhaps not surprisingly, in search of discounts and low prices, the majority plan to head first to large discount retailers, including Walmart, Target, and Kohl’s. The remaining said they’d visit office supply stores, like Staples or Office Depot, to purchase more traditional school supplies. A mere 10% of respondents plan to make more than half of their purchases online.

Parents are influenced to buy for different reasons than their children

It may not be surprising either to see that when making back-to-school purchases, parents care most about price when they’re shopping (over 70%). An overwhelming majority of parents (66%) say that their children care much more about style however (color, brand-name, etc.)

Where do parents go for deals?

The Internet plays a big role when looking for deals

More than 75% of folks say they’re “moderately to extremely likely” to search for deals and coupons. While they’ll do most of their shopping at brick and mortar stores, more than half will be researching for discounts on the good ole Internet.

There you have it, everyone. We hope the rest of summer’s a blast for both you and the kids and we wish you the best of luck with back-to-school shopping!

Want to read more about these results? Head over to our Slideshare page.

Are you a merchandiser or retailer who is interested in hearing from your target demographic? Use SurveyMonkey Audience to reach the right group, whether it’s parents with children of a certain age or college students interested in the latest technology gadgets.

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