Survey: Most back-to-school consumers will shop in stores; busiest times will be …
Customers are prioritizing in-store shopping as they prepare for the upcoming school year.
Seventy-nine percent of consumers plan to do back-to-school shopping in-stores this year, up from 76% in 2022 and 2021, according to an annual survey by Sensormatic Solutions, the global retail solutions portfolio of Johnson Controls.
As in 2022, nearly half (45%) of shoppers heading into stores said they are most likely to visit standalone locations or those in strip malls. Open-air centers (20%), enclosed malls (19%), and outlets (13%) were significantly less popular.
Price (91%) was still the most important factor for consumers planning to shop in-store, followed by product availability (75%) and safety and comfort (44%). The importance of in-store promotions increased for shoppers, with 30% now saying it would be a factor in their decisions compared to just 24% in 2022 and 16% in 2021.
The Sensomatic data shows that the busiest days of the season are likely to occur between July 30 and August 26, based on region as follows:
- South: July 30 – August 5
- West: July 30 – August 12
- Midwest: Aug 6 – August 19
- Northeast: August 20 – 26
Other findings from Sensormatic’s 2023 U.S. Back-to-School Consumer Sentiment Survey are below.
•In-store foot traffic is likely to be steady throughout the week. As to what day of the week they were most likely to do back-to-school shopping, consumers were nearly equally split between weekdays (35%) and weekends (32%), with 33% having no preference.
•Clothes over calculators. Shoppers’ focus on clothing will continue this year, with 70% of respondents sharing that they are likely to spend more on attire and accessories than any other category. As in 2021 and 2022, shoes (58%) and supplies (53%) rounded out the top line items in shoppers’ budgets.
•Consumers’ financial concerns related to the economy are waning. Consumers seem less worried about how the current U.S. economy will impact their back-to-school shopping budget than they were last year, with 51% saying their budget will not be impacted or that they plan to spend more this year, a notable increase as compared to 43% in 2022.
•Additional security measures impede customer experience. Half of consumers said they’ve noticed items locked up or behind glass display cases during recent shopping experiences, and 51% said they would be unlikely to ask for assistance unlocking the item.
Twenty-seven percent of respondents said that, when faced with a locked item, they would look for a more accessible alternative, 17% said they would feel frustrated about the item’s inaccessibility and forgo the purchase, and 7% would look for different store that has the item more easily accessible.
Overall, 20% of shoppers said they are unlikely to purchase a product that is locked up or kept behind a glass display case.
“The fact that 20% of shoppers are unlikely to purchase a product that is locked up highlights why retailers should consider implementing an electronic article surveillance program,” said Kim Melvin, global director of marketing and communications at Sensormatic Solutions. “By investing in robust EAS solutions, retailers can safeguard their assets, maintain profitability, all while fostering a safe and enjoyable shopping experience.”