Survey: Social media proves influential in back-to-school purchases

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Survey: Social media proves influential in back-to-school purchases

By Dan Berthiaume - 08/28/2019
Retailers should not overlook the power of social media when designing back-to-school promotional campaigns.

According to a new NerdWallet survey of 2,010 U.S. adults, including 595 parents of kids in kindergarten through college, 60% of parents say their children are influenced by social media when making their back-to-school wish list. Two-thirds (67%) of parents cite generic peer influence on their children’s back-to-school product preferences.

Slightly more than half (51%) of parents say they typically end up buying back-to-school products their kids want because of these influences. More than half (52%) of parents also say they feel pressured by their children to buy back-to-school items they want, even if they cost more than the parents would normally want to spend.

Other interesting findings include:

• Nearly all (97%) of parents with children in kindergarten through college plan on back-to-school shopping this year.

• Half (50%) of parents planning to do back-to-school shopping this year say they’ll likely splurge, compared with 93% of those who shopped last year who say they splurged.

The NerdWallet survey was conducted online May 30 – June 3, 2019, by The Harris Poll.