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.”