Blogs And Social Media Help Back-To-School Shoppers

According to a new Crowdtap study of U.S. adults leading their families’ back to school shopping this year, analyzing their shopping habits around three key categories of items: clothing, school supplies and food/snacks, many U.S. families begin their BTS shopping as early as May, and marketers are already ramping up their back to school marketing efforts.

Back To Sschool Shopping By Month

 

Product Category

Month

Food & Snacks

Supplies

Clothing

May

5%

9%

10%

June

8

14

17

July

22

43

40

August

48

30

29

September

17

4

4

Source: Crowdtop Study, April 2016

The study found that Pinterest is going to be BIG this year. The research found that 27% of back to school shoppers said they planned to organize their shopping lists via Pinterest boards. The platform is also going to be an important destination for lunchtime and/or snack inspiration: one-quarter of all respondents said they will lean on Pinterest to get fresh recipe ideas for back to school.

Blogs & social media platforms rival traditional ads when it comes to shoppers’ go-to source for back to school inspiration

Primary Source of Back To School Category Ideas

Idea Source

Food & Snacks

Supplies

Clothing

Blogs, social media,

45%

33%

33%

Online reviews and/or peer recommendations

21

27

33

TV adv., magazine circulars, radio

34

40

34

Source: Crowdtop Study, April 2016

Purchase decisions for back to school vary by category.  Product quality is the leading factor influencing purchases for supplies & food/snacks; Sales edge out quality for clothing.

Most Important Influence On Category Purchase

Purchase Influence

Food & Snacks

Supplies

Clothing

Sales promotions

22%

34%

44%

Quality/value

45

53

30

Convenience

18

9

14

Brand name/loyalty

9

2

7

Shopping/in-store experience

1

1

2

Sustainability

4

1

3

Source: Crowdtop Study, April 2016

Despite ecommerce growth, shopping in physical stores reigns supreme. Most shoppers we polled said they favor shopping in physical stores for both clothing and school supplies. This is likely due to families’ desire to see products in person and to keep their back to school shopping traditions alive despite an increasingly digital world.

Primary Shopping Source For Categories

Shop

Supplies

Clothing

Physical stores

70%

64%

Online retailer

14

24

Amazon.com

15

11

Source: Crowdtop Study, April 2016

Please visit Crowdtap.com for additional information (corp.crowdtap.com)

 

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