Consumers say they're eager to 'get back to normal' soon
Back-to-school survey reveals 2021 plans similar to 2019
Back-to-school shoppers in 2021 are more than ready for a fresh start this fall after schooling at home during the pandemic, according to the ICSC Back-to-School Survey which reveals similar planning and shopping habits among consumers in 2021 compared to 2019.
According to the study, back-to-school shoppers plan to spend an average of US$954 on school related items as compared to 2019 ($961) and 2020 ($1,053).
"As states across the country continue to fully reopen, the majority of consumers are returning to their pre-pandemic shopping behaviors," stated Tom McGee, President and CEO of ICSC. He goes on to say that: "Consumer confidence and spending will be the driving force that helps to reinvigorate the US economy; back-to-school and the upcoming holiday shopping seasons will contribute to elevating profits to the levels we saw prior to the pandemic."
Shoppers that indicated spending more this year on back-to-school purchases say that rise is due to additional COVID-19 supplies that are needed, such as masks, sanitizers and disinfecting cloths (33%); a need to replace wardrobe and/or school supplies or sporting equipment (32%); a change in the number of individuals attending school (27%); the items being more expensive (22%); and a change in job status or income (15%).
Promotions will play a significant role with 86 percent of back-to-shoppers saying sales will influence their shopping. Forty-seven percent mentioned that once they are in a store, promotions influence what they buy; 38 percent plan their back-to-school shopping around specific promotional events and dates such as sales tax holidays and big sales; and 32 percent plan to take advantage of the deals they receive from membership programs or loyalty rewards programs.
This year, shoppers will take advantage of both in-store and online shopping options with 38 percent planning to make more purchases online and 27 percent taking advantage of buying online and picking up their purchases in a store.
"The back-to-school survey confirms that planning, shopping, and spending habits among adults look much like they did before the pandemic," McGee continued. "Consumer spending will help bolster a reinvigorated economy as we emerge from our stay-at-home lives. Consumer traffic and spending continue to increase as regular activities continue to resume across the country."
The ICSC Back-to-School Survey was conducted online by Engine Insights on behalf of ICSC from July 9-11, 2021. The survey represents a demographically representative sample of 1,003 US respondents. Spending numbers are comprised of K-12 and college spending.
Sources: ICSC / The Marketing Factbook.
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