HRC: Discounter tops with Gen Z for back-to-school shopping

Gen Z shoppers are gearing up to hit the stores for back-to-school purchases — and their top destination is Walmart.



Thirty-six percent of boys and girls cite Walmart as their first choice for back-to-school shopping, more than double that of any other retailer, according to a survey conducted by strategic retail advisory firm HRC Retail Advisory.



Target ranked second (14%), especially among girls, followed by Amazon (12%), led by boys. Department stores and specialty stores didn’t make the list when ranking the top back-to-school shopping destinations.



The survey revealed that the majority of Generation Z shoppers prefer to shop exclusively in-store across all categories. But they have the highest in-store shopping rates when purchasing school supplies (71%) and beauty & personal grooming (62%).



While 30% of respondents leverage both in-store and online shopping, online retailers are more relevant to boys than to girls. Nine percent of boys report they'll shop exclusively online for back-to-school versus just 4% of girls, which highlights the need for retailers to market to these groups differently and distinctly.



*One-quarter of all respondents say they will shop earlier this year compared to last year, boys are almost twice as likely to shop early, particularly those in the 10-13 age group.



Geography also impacts when kids shop ell, with 37% of kids in the South – where the school year starts earlier – to begin shopping in July. But even in the Northeast – where school typically begins after Labor Day – 20% of kids will also begin their shopping in July to capture early deals.



•More than 90% of respondents indicated that discounts are at least somewhat important, while more than a third (37%) say they're extremely important when shopping back-to-school.



•Parents have the strongest influence when purchasing school supplies, technology and beauty & personal grooming. Yet friends’ influence is approaching or outpacing that of parents in most other back-to-school categories.



•For boys, friends’ opinions matter most when choosing athletic clothing (35%) and athletic shoes (31%). For girls, friends’ opinions of accessories (36%) and decorative items (31%) matter most – further highlighting the need for marketing with distinction.



"As Generation Z heads into stores earlier, brick-and-mortar retailers need to be prepared, particularly as this group continues to show distinct preferences, habits and influence over household purchases,” said Farla Efros president of HRC Retail Advisory. “Mass merchant stores like Walmart, for example, will likely see increased traffic from these price-conscious consumers who will be actively seeking deals on their must-have back-to-school items including sneakers, athletic wear and the latest technology.”