Study: Back-to-school shopping in full swing despite unknowns

Consumers are still shopping for back-to-school items despite the uncertainty created by COVID-19 around the upcoming school year.

That’s one of the findings of the 2020 Inmar Intelligence Back-to-School Shopper Insights Report, which surveyed 8,000 U.S. shoppers. Fifty-four percent of the respondents plan to shop in-store and online for their back-to-school items; 85% plan to shop at two or more retailers. The survey also found that a new category — germ-fighting items — is on consumers’ school shopping lists this year.

“Back-to-school shoppers are looking for brands and products that will easily fit into their updated routines, which will likely look very different from years past,” said David Mounts, chairman and CEO of Inmar Intelligence. “It is important for retailers and brands to be agile in their messaging across all channels in order to stay relevant and match how the consumer is feeling as fall approaches”

Price and selection will play key roles in purchasing decisions, with 75% of shoppers saying discounts are an extremely or very significant factor in how they choose where to shop. Seventy-three percent said a wide selection of products and items are an extremely or very significant factor.

When asked which category of items are on their back-to-school shopping lists, respondents replied the following:

•    71% plan to purchase school supplies;

•    56% plan to purchase apparel items;

•    54% plan to purchase germ-fighting items; 

•    44% plan to purchase grocery items;

•    37% plan to purchase household items for their classroom or dorm; and

•    30% plan to purchase homeschooling supplies in anticipation of an extension of virtual at-home learning.

“Regardless of the educational settings, retailers have a big opportunity to capitalize on the shopping season, especially as more and more shoppers are planning ahead and are making deliberate purchases versus impulse buys,” added Mount. “Reaching shoppers prior to their purchase and seamlessly integrating e-commerce, along with shopper loyalty and flexibility with returns, are all key areas that play a role in the purchasing decision, and ones where retailers should focus to maximize sales in the short term.”