Back-to-School Shopping Patterns 2024
Most holidays seem to have moved up in the calendar as opportunities for retailers and manufacturers to get a jump on back-to-school sales activities.
In some warmer states, school starts in August. Parents sending their kids off to college need ample prep time to stock dorm rooms (and the closets and refrigerators within them).
Amazon has had a huge impact on these buying habits. A whopping 85 percent of shoppers used the sale day to stock the things they need for the dreaded end-of-summer for millions of students.
This year, consumers plan to spend $39B on back-to-school items, the second highest spend since tracking began. The WalletHub study that reported that volume also says that consumers will shop at a mix of places
- Online: 57%
- Department stores: 50%
- Discount stores: 47%
- Clothing stores: 42%
- Electronics stores: 23%
The average spend is approximately $875 per student.
The days of heading off to classes with just a book bag and pencils are long gone. Parents and kids must invest in computer equipment, a wide range of fashion (influenced by social media), and dorm decor.
Despite the amount of pre-planning and shopping excursions that back-to-school season involves, many parents are still stuck with last-minute shopping imperatives. Although online retailers can fulfill this need, brick-and-mortar brands can also take advantage of that reality by ensuring they have inventory and that they are offering last-minute deals to attract forgetful shoppers and students.
What else is going on in the MULO (multi-location) world of education and campus life?
- Restaurant companies like Fat Brands are looking at college towns and campuses as great locations for their food brands. For example, Round Table Pizza just opened at the Stamford University student center.
- Dorm decor is booming, with retailers and Pinterest offering a wide range of suggestions (and associated products) to ensure those little shoebox spaces on campuses are unique and well-appointed. Media outlets like Teen Vogue feature “must-have” items for students, like funky pushpins and electronic accessories like colorful keyboards and phone cases. (We used to think that the 64-color box of Crayola crayons was all we needed to be cool at school!)
- Sustainable supplies and pre-owned items are popular among back-to-school shoppers.
But we’ll rapidly move on to Halloween decor, Thanksgiving feast items, restaurant deals, and the December holidays.
After all, every day and season is now an opportunity for MULO businesses to thrive!
