Consumers eye Labor Day for last-minute back-to-school discounts
With school resuming in the coming weeks, many consumers plan to wait until Labor Day weekend to find the best deals.
According to the latest survey data from e-commerce software HubBox, two-thirds (66%) of shoppers held off making back-to-school purchases until Amazon’s July Prime Day to capitalize on deals. Nearly three-quarters (73%) of consumers plan to hunt for further discounts on additional back-to-school purchases over the Labor Day sales period in September.
Nearly eight-in-10 (77%) consumers plan to make back-to-school or back-to-college purchases this year, with the average household intending to spend $1,196.20. However, 73% of those making back-to-school purchases are trying to limit their spending, with the same number (73%) trying to reuse items purchased last year to save money. Nearly two-thirds (65%) of shoppers surveyed said they will only buy discounted back-to-school items this year.
“After a prolonged period of price rises, U.S. shoppers have become much savvier in how, where and when they spend, meaning brands need to fight harder for share of wallet,” said Sam Jarvis, CEO of HubBox. “With shoppers trying to make back-to-school budgets go further, this has put increased emphasis on discounting events, which means the extended back-to-school season is now bookended by Prime Day in July right through to September’s Labor Day sales. And that’s putting extra pressure on retailers’ delivery networks over a longer period, especially when consumers increasingly demand fast, but also convenient fulfillment options.”
[READ MORE: NRF: Retail sales inch up in July, boosted by back-to-school and college spending]
Additional survey insights include the following:
- With 63% of back-to-school purchases being last-minute orders, consumers increasingly demand rapid fulfillment options; 84% of those polled by HubBox said timely fulfillment was important for their back-to-school purchases.
- Over half (55%) of those surveyed want the option to pick up online orders at a convenient location, such as a local store or UPS Access Point.
- A quarter (25%) of respondents said they would return items if deliveries were late.
“During what is now an extended shopping season, retailers must prioritize reliable fulfillment to maintain customer trust,” added Jarvis. “And that means offering flexible delivery options that meet consumers’ need for speed as well as ensuring deliveries are made on time and to the most convenient location for each consumer.”
HubBox’s research included over 1,000 U.S. shoppers polled online by Savanta in July 2024.