For many back-to-school shoppers, finding quality items is important, as is spending as little time as possible in the store. But nothing beats a good deal.
A survey of 1,254 US back-to-school shoppers by The Integer Group found that a plurality of respondents said as much. More than 70% of older millennials—those ages 25 to 34—as well as those ages 35 to 44 felt this way. Young adults in the 18- to 24-year-old age bracket were less likely to agree.
Surprising? Not really. Many US households with children feel financially strained. Back-to-school shopping can be expensive. We forecast US retail back-to-school season sales will total $885.16 billion this year. Meanwhile, retail ecommerce sales during July and August will reach $85.55 billion.
A separate survey conducted in July by Citi Retail Services (CRS) found that parents will spend roughly $322 per child this year. And if they take their child shopping with them, they'll spend even more.