77% of back-to-school shoppers buy online, with Amazon being the preferred channel

The back-to-school shopping season is still ongoing. Recently, Digital Commerce 360 ​​and Bizrate Insights jointly surveyed 1,375 online shoppers , 511 of whom were back-to-school shoppers, and came up with a report on the consumption habits of back-to-school shoppers .

According to the survey, back-to-school shoppers prefer online shopping . 77% of shoppers have used online shopping during this back-to-school season, and 30% of back-to-school shoppers purchase more than half of their back-to-school products online. In addition, 37% of back-to-school shoppers purchased more goods through online channels compared to 2020.

In the back-to-school shopping season, campus supplies and clothing are the most purchased products by consumers. 78 % of back-to-school shoppers bought campus supplies, and 75% of shoppers bought new clothes for their children. Following closely behind are shoes, personal care products and food, with 57%, 40% and 28% of back-to-school shoppers buying these categories of products during the back-to-school season, respectively.

Large retailers are the preferred shopping channels for back-to-school shoppers. Amazon, Walmart and Target are the most popular retailers for back-to-school shopping this time . 67% of consumers choose to purchase back-to-school shopping items through Amazon, while in 2019, this proportion was only 55%. In addition, consumers who choose to purchase back-to-school supplies through Walmart and Target account for 55% and 44% respectively.

When it comes to choosing products, back-to-school shoppers are most likely to be influenced by their children. 58% of shoppers said they listen to their children's opinions when choosing products. In addition, product reviews are also an important factor that influences shoppers' choices.

Back-to-school shoppers pay more attention to the cost-effectiveness of goods and actively look for promotions on back-to-school goods . 51% of shoppers said they prioritize free shipping, 37% of shoppers start shopping after redeeming coupons online, and some consumers use student discounts and sign up with shopping apps to get long-term discounts.

Product out-of-stocks were a major issue during the back-to-school shopping season , with more than a quarter of shoppers saying they had experienced a product being out of stock , and 6 % saying retailers had canceled their orders due to out-of-stock items.

The back-to-school shopping season is slowly coming to an end, and the holiday shopping season is about to begin. Affected by the global supply chain and shipping crisis, it is expected that there will be product shortages during the upcoming holiday shopping season. Therefore, sellers must prepare in advance and do a good job of inventory management during the peak season.

Back to School Shopping Season

Consumption habits

Amazon