More than two-thirds of parents say convenience is more important than price. 

 

While the next back-to-school period in Australia is on the horizon, it has come and gone in the northern hemisphere with some interesting insights into consumer spending habits. 

 

As the start of the 2022-23 school year gets closer, Mintel Research reveals that nearly three in five US parents (57%) say they look to their kids for what to buy when back-to-school shopping, including 64% of mothers and 50% of fathers. 

 

 

And while mums prioritise school recommendations (41%) and promotions/coupons (40%), brand familiarity (32%) and social media (33%) are dads' go-to sources for back-to-school shopping. Retailer recommendations (15%) and 'other parents' (13%) seem to be the last places parents look for shopping ideas.

 

Regardless of where the inspiration comes from, parents are increasingly shopping on their phones with nearly half (47%) of all US parents shopping from a mobile device for the 2021-22 school year, compared to just 17% who shopped for school supplies on a mobile device the previous school year. 

 

Millennial parents are the most likely to shop online (71%) and from a mobile device (51%) compared to 40% of Gen X and older parents who shopped on a mobile device for supplies for the 2021-22 school year.

 

Brittany Steiger, senior retail and e-commerce analyst, at Mintel said:

 

"Brands looking to leverage the popularity of social media and many parents' propensity to shop online should consider social commerce and influencer marketing strategies. 

 

“TikTok's appeal and expanding popularity make it a great channel to help brands and retailers engage with Gen Z and younger parents by starting their own challenges or hashtags, or by participating in existing ones. 

 

"Retailers and brands should look to technology to streamline the back-to-school path to purchase, both online and in-store. QR codes, smart carts, and contactless payments are great ways to engage shoppers in-store, while virtual try-on capabilities and flexible payment options like BOPIS (buy online pick-up in-store) help meet the demand for convenience online. 

 

“Brands and retailers should continue to invest in their online presence and omnichannel capabilities to deliver seamless and enjoyable experiences to consumers wherever, and however, they decide to shop," she said.