According to a new study and infographic from Baynote, 70% of parents will bring their children along with them when they shop in-store for back-to-school supplies.
Only 36% include their children when they shop online but here’s an interesting thing; though most back-to-school shopping happens at a brick and mortar store, the percentage of online shopping increases as students age.
On average, respondents say 64% of their shopping will be in-store, the rest online via computer or mobile device. But the online percentage is much higher when people shop for college students.
I suspect this has a lot to do with the nature of the buy. Grade school supplies are mostly small items such as notebooks, pencils, and backpacks. If I order these small items online, I won’t even cross the free shipping thresholds for most retailers. Easier to drive to Staples and CVS, use a coupon and get out cheap and easy.
College students need computers, text books and dorm room furnishings. Now, I need more choices and I’m well into the free shipping area on price. Why lug a comforter, sheets and pillows home from the store when Target will deliver them to my door.
This is why 84% of shoppers said they were more interested in free shipping promos than any other kind of online deal.
Even though they’re mostly shopping off-line, parents and students are often inspired by what they see online.
24% said they find ideas on Facebook. 16% turn to Google+ for shopping inspiration, beating out Twitter with only 14%. Surprisingly, only 11% said Pinterest was a good source of back-to-school inspiration. Maybe because they think of Pinterest as more of a DIY site rather than a site for practical purchases?
The majority of parents said their child’s wish list was the biggest influencer followed by the school-supplied list and product reviews.
That means you can’t ignore the student in the advertising process. A coupon for 20% off a backpack won’t help if your store doesn’t carry the trending styles.
To see the entire infographic, just click the little picture and watch it grow.