JLL survey results reveal top 2018 back-to-school shopping trends
With the start of the 2018–2019 school season just weeks away, back-to-school shopping is already in full swing. Last month, JLL Retail polled more than 1,000 parents of school-age children in the U.S. to learn more about their back-to-school spending plans and discovered eight key takeaways:
- Overall, back-to-school spending is down this year, with approximately 62% of parents planning to budget less than $250.
- Mass merchandise discount stores like Walmart and Target are the most popular with parents, thanks to their wide selections and low prices.
- The most important factors for where to shop and what to buy are low prices and availability of discounts, according to 35% of parents, followed by buying things their kids actually want, wide selection, quick/easy shopping and quality products.
- The retailers dominating the back-to-school space this year are Walmart, Target and Amazon, as chosen by 50.3%, 47.4% and 15.8% of parents, respectively.
- Shopping early is favored by the majority of parents, with 33.6% starting their back-to-school shopping 2-4 weeks before, 20.5% over a month before and 12.7% shopping throughout the year.
- Over half the parents surveyed plan to visit only one or two stores this back-to-school season.
- Nearly 75% of children have some or all of the decision-making say on where and what to buy.
- This year, parents plan to spend less of their budgets on clothing (48.9%, compared to 56.6% last year) and more on stationery and supplies (32.5%, up from 27.2% last year).
To learn more, download the full survey results here