Consumers Rethink Shopping for Back-to-School
LOS ANGELES -- Nearly 80% of respondents in a PriceGrabber survey get most of their information on back-to-school products and promotions from online retailer emails, websites and blog announcements. This fall, consumers are taking advantage of some nontraditional online methods to find the best deals.
"Back-to-school consumers are innovative and resourceful shoppers who are helping to shape the way retailers market their products," said Sharon Banfield, director of public relations of PriceGrabber. "Like clockwork every fall, parents prepare for back-to-school and savvy consumers can easily identify the best deals through online resources like PriceGrabber."
Consumers were, and remain, determined to think frugally as they shop for back-to-school goods this year. When respondents were asked to select all the ways their back-to-school shopping behavior will change compared to last year, 57% said they try to buy more items marked "on sale" while 42% comparison shop for the best price. Shoppers are looking for deals on the Internet, with 39% saying they shop online more than before. Another 39% are buying only the necessities; 26% use more store coupons and 19% shop at less expensive stores. Back-to-school shoppers also cash in on store loyalty programs, with 16% increasing their use of store or credit cards that offer rewards points.
As mobile shopping continues to grow, 46% of back-to-school shoppers are using their smartphone to find deals this year. When these shoppers were asked to select all the ways they plan to use their smartphone to on back-to-school items, 67% said they check prices online before making offline purchases; 47% read retailer discount emails while in the store; another 47% have retailer coupons directly texted to their phone; 42% make purchases online from their mobile phone; 30% use mobile apps and bar code scanners; and 29% check store inventory online before shopping in-store.
In addition, consumers are not only using social media to interact with friends, they are following their favorite companies and brands online. When consumers were asked if social media will affect how they pursue their back-to-school shopping this year, they were divided, with 42% saying it doesn't affect their shopping decisions and 39% that it does.
Published by The Business Journal, Youngstown, Ohio.
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