• August 12, 2011

Walmart is the first place the majority will shop for both back-to-school supplies and back-to-school clothing, according to a recent consumer perception study conducted by market research firm ClickIQ Inc.

Consumers chose Walmart by more than 2 to 1 over the next-closest retailer. Consumers with school-age children were surveyed regarding their plans for back-to-school shopping, and 51% of respondents plan on shopping Walmart first for school supplies.

Target posts a distant second at 20%. Leading the rest of the pack in the single digits is Staples at 8%. When asked about the drivers behind the various retailer choices, the dominant reasons selected were price at 78% and convenience at 49%.

When respondents were asked to select the number one place they plan to shop for back-to-school clothes, Walmart leads again at 24%, but the margins are smaller. Fourteen percent selected Kohl's as their number one place to purchase school clothes, followed by J.C. Penney at 12%, Target at 11%, and Gap's Old Navy brand at 10%, according to Minneapolis-based ClickIQ.

When respondents were asked to select all of the retailers they plan to shop for back-to-school clothes, Walmart with 55% was closely followed by Target at 50%, Kohl's at 45%, Old Navy at 43%, and J.C. Penney at 36%.--Tanya Irwin