Parents Plan to Get Savvy with Back-to-School/Back-to-College Spending

by | 2 minute read

As the dog days of sum­mer start to kick in, par­ents are already plan­ning for the back-to-school and back-to-college sea­son while their kids con­tin­ue to enjoy sum­mer break. Last year, our back-to-school sur­vey con­duct­ed by Pros­per Insights & Ana­lyt­ics found that more peo­ple in both school and col­lege sur­veys were wait­ing to shop until lat­er in the sea­son. This trend is con­tin­u­ing on to this year, with many par­ents strate­gi­cal­ly delay­ing back-to-school shop­ping trips until they find the right deal.

NRF recent­ly polled more than 6,800 adults with chil­dren in K‑12 and col­lege and found "54 per­cent of house­holds with school-age kids (6–17) are plan­ning to spend the same as last year for back to school, slight­ly down com­pared to 57 per­cent who said the same thing last year. When look­ing into par­ents with chil­dren head­ing to col­lege, 37 per­cent said they are plan­ning to spend the same as last year, up slight­ly from 35 per­cent of those who respond­ed to the same ques­tion last year."

Audi­enceS­CAN report­ed 12.9% of Amer­i­cans have chil­dren aged 6–9, so def­i­nite­ly go after this audi­ence for prime BTS shop­ping dol­lars.

"Even though many par­ents are plan­ning to spend about the same as last year, they are get­ting savvy about how they will com­plete their back-to-school list shop­ping. Accord­ing to the sur­vey, 28 per­cent of par­ents with school-age kids (6–17) are plan­ning to use more coupons than last year for back to school. In addi­tion, 25 per­cent of par­ents will be putting their heads down and study­ing ad cir­cu­lars and news­pa­pers for the best back-to-school deals. Par­ents with col­lege stu­dents are pulling all the tricks from their mag­ic hat: 28 per­cent will buy more store brand/generic prod­ucts, 30 per­cent will shop for sales more often and 21 per­cent will use more coupons."

Speak­ing of coupons, Audi­enceS­CAN found 67.8% of Par­ents of Chil­dren 6–9 took action after get­ting coupons/ads in their mail­box­es in the past year. BTS retail­ers should take advan­tage of this win­ning strat­e­gy.

"While this sur­vey is a small snap­shot of what’s to come, NRF knows retail­ers are get­ting their stores and web­sites ready for the increase in traf­fic and sales as back-to-school shop­ping sea­son starts ramp­ing up."

Audi­enceS­CAN data is avail­able as part of a sub­scrip­tion to AdMall for Agen­cies, or with the Sales­Fu­el API. Media com­pa­nies can access Audi­enceS­CAN data through the Audi­enceS­CAN Reports in AdMall.

Courtney Huckabay
Court­ney is the Edi­tor for Sales­Fu­el Today. She ana­lyzes sec­ondary cus­tomer research and our pri­ma­ry Audi­enceS­CAN research. Court­ney is a grad­u­ate of Mid­dle Ten­nessee State Uni­ver­si­ty.