Brick-and-Mortar Stores Favored Heavily by Back-to-School Shoppers This Year
Sorry online retailers, it looks like brick-and-mortar stores will be the big winners this back-to-school season, according to the findings of JLL's 2015 Back to School Survey.
As reported by the International Council of Shopping Centers (ISCS), not only will the majority of consumers shop in-store, but a large number of those surveyed said that they won't be using the internet at all to shop for their back-to-school supplies.
More specifically, one-third of surveyed shoppers said they will not be shopping online for their back-to-school apparel, and 44.5 percent said they won't be buying any school supplies on the web.
The survey found that most consumers (61.3 percent) will visit three to five stores to get their kids ready for school, and the majority of those shoppers will heavily favorite department stores and supercenters.
Ninety-one percent of surveyed back-to-school shoppers said they will be going to department stores for their children's apparel, and 87 percent said they also plan to visit supercenters such as a Target or Walmart for clothing. When it comes to supplies, 98 percent said they will be heading to a supercenter. Office supply stores and drug stores also will be on many shoppers' lists—78 percent and 68 percent, respectively, said they will be getting supplies at such stores.
According to the survey, Walmart is a top choice for back-to-school shopping. More than a quarter (26 percent) of surveyed shoppers listed Walmart as their top choice for back-to-school supplies. More than half of survey respondents listed Walmart in their top three choices.
Target is also a popular destination for back-to-school, with 16.4 percent listing it as their top destination, and 41 percent putting it among their top three. Macy's was top of the list for 9.1 percent of shoppers, and nearly a quarter listed it as among their top three choices. JC Penney, Office Depot and Sears were also popular choices among those surveyed.
The survey found that Just over half (52.2 percent) of back-to-school shoppers will be spending the most money on apparel; a quarter (25.7 percent) said they will be allocating most of their budget to other supplies. Books and electronics are in third and firth places, respectively.
So how much will back-to-school shoppers be spending this year? Per child, the survey found that nearly half (47.8 percent) will spend $100-$500; 27.2 percent will spend $251-$500; and 15.4 percent will spend less than $100.
On the more expensive end of the spectrum, 5.5 percent of back-to-school shoppers intend on spending $501-$750; 2.4 percent plan to spend $751-$1,000; and 1.7% will be spending more than $1,000 per child, according to the survey.