65% US parents to buy supplies in-store

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 09, 2021, 10:34 AM UTC

Valassis and Vericast’s recent survey of US parents of K-12 or college students found parents shopping for back-to-school want great offers and discounts.

As parents of K-12 or college children in the US plan to shop for back-to-school supplies, retailers have an opportunity to impact purchasing decisions. 54% of parents will increase their spends to prepare their children for school, according to the study.

59% of parents hope to shop in-store for clothes, shoes, and accessories, 28% plan to shop online and in-person, and 13% intend to buy online. When it comes to electronics and computers and school supplies like backpacks, 56% and 65% of parents respectively will shop in-person.

41% are practical shoppers seeking the best prices, 24% are on the lookout for deals, and 15% believe in branded purchases. This year, parents are hopeful but cautious, prepared to make this year special.

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