Back-to-School Shopping Only at Halfway Mark Despite Early Start, NRF Says

nrfAccording to the National Retail Federation’s annual survey conducted by Prosper Insights & Analytics, the average family with children in grades K-12 has completed almost half (48 percent) of their shopping as of early August, slightly down from last year (50 percent).

According to the survey, only 13 percent of families with children in grades K-12 have completed their shopping lists. However, 22 percent of families have yet to start their shopping, up from last year’s 20 percent. When searching for the perfect deals, 48 percent of parents are influenced by coupons, up from 43 percent last year and the highest in the survey’s history. Families will also take advantage of in-store promotions (39 percent) and advertising inserts (33 percent) to complete their shopping lists. For those who started shopping early, half of their purchases were influenced by coupons, sales, and/or promotions.

When it comes to where consumers will finish their shopping, 53 percent will head to discount stores, 51 percent to department stores, 39 percent to clothing stores and 37 percent to office supply stores. More will shop online this year, 31 percent compared with 27 percent last year, the highest in the survey’s history.

Similar to back-to-school shoppers, college students and families with children in college have completed almost 48 percent of their shopping, slightly down from 49 percent last year. According to the survey, only 15 percent of consumers have completed their shopping lists, compared with 19 percent at this point last year.

About the author

Maddie Michalik

Maddie Michalik

Maddie Michalik was the Editor-in-Chief of The Toy Book from 2020-2022. She was also a Senior Editor at The Toy Insider and The Pop Insider.

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