Back-to-school shopping season extends, consumer shopping habits change

It is learned that recently, according to foreign media reports, the fixed dates for the start and end of the back-to-school shopping season have become increasingly vague in recent years, and this year's back-to-school shopping season has started earlier. According to a survey by the National Retail Federation (NRF), 55% of consumers have already started buying school supplies in July.

Of the 86% of consumers who still need to shop, 45% said they are waiting for the best price to complete their back-to-school shopping, and "shopping around" is another keyword this year. It is estimated that the average spending on clothing, shoes, school supplies and electronics for families with elementary and high school children this year will be $874.68, slightly lower than $890.07 in 2023. Total back-to-school shopping spending is expected to reach $38.8 billion in 2024, down from $41.5 billion last year.

Faced with inflation and economic pressures, consumers are increasingly choosing shopping channels and brands with lower prices. While some consumers said their spending will be the same as last year, a large number of people said their spending will decrease. Many consumers are starting to change where they shop, preferring discount stores and online price comparisons to buy lower-priced store brands and online items. In addition, even after school starts, shoppers will continue to shop and continue to look for marked-down items to further save their budgets. Sellers should plan for an extended back-to-school season.

In terms of shopping budgets, consumers have allocated more money to clothing and school supplies, while spending less on electronic products. Some sellers have tried to promote sales and a more convenient shopping experience by providing one-click add-to-cart services, such as allowing parents to enter the school name and grade to quickly generate a list of required items and add them to the shopping cart with one click. This service can simplify the shopping process and is welcomed by some consumers who are willing to pay for convenience.

In addition, the back-to-school shopping season also extends to the time after school starts, especially in college. Fast and low-cost delivery services make it common for students to continue to purchase household items and non-study necessities after school starts. With the rise of DTC retailers such as Dormify and the explosion of dormitory renovation videos on platforms such as TikTok, not only has the aesthetic taste of students changed, but the time for dormitory decoration has also been extended. Students have begun to buy products that they did not often consider before, such as sofas, carpets and curtains.

Experts point out that the extended back-to-school shopping season will have a significant impact on sellers' inventory handling, but since there is no clear end date for this season, sellers may rush to launch Halloween products. Sellers need to carefully analyze back-to-school shopping data to develop better holiday sales strategies.

Author✎ Summer/
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