Retailers might want to have extra staff available on August 5.
The peak day of the back-to-school shopping season will be August 5, followed by Labor Day, September 4, according to a study by RetailMeNot. The firm's data shows consumers
are likely to do the bulk of their spending in August.
RetailMeNot's "2017 Retailer and Consumer Back-to-School Insights Guide" also reveals that price is the biggest (49%) determining factor in what back-to-school shoppers will buy, with 82% of parents saying they are looking for deals. And 36% of parents agree they look for more savings during back-to-school than any other time of the year.
“Discounts and deals are incredibly important this time of year to both retailers and shoppers," said Marissa Tarleton, chief marketing officer, RetailMeNot.
The widespread use of mobile and social to shop around means more opportunity for retailers to get in front of deal-hungry consumers
before they pull out their wallets, according to RetailMeNot.
"Parents want to maximise their spending power and are increasingly turning to mobile as part of their shopping journey," said Tarleton. “For retail marketers, the opportunity to capitalise on omnichannel offers is more important than ever to reach consumers online, on mobile and in store. Consumers are seeking discounts, and it’s imperative that retailers and brands meet them where they are with compelling content.”
In other results:
*Sixty-three percent of parents report they will spend more than $100 per person on back-to-school shopping, and 33% say they are spending more than $250,
*Fifty-four percent of shoppers will do the majority of their back-to-school shopping
in a physical retail location.
*Mobile and social will be the top marketing priorities of retailers this season. Also, more brands are choosing to extend their audience reach with offers issued through partner platforms and apps. For example, 70% of mobile offers will be issued through partners, and 65% will be through the retailer's own app.
*Seventy-percent of respondents will look for deals via mobile.
Download the full report here