Back-to-school time already?

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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:

  1. Overall, back-to-school spending is down this year, with approximately 62% of parents planning to budget less than $250.
  2. Mass merchandise discount stores like Walmart and Target are the most popular with parents, thanks to their wide selections and low prices.
  3. 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.
  4. 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.
  5. 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.
  6. Over half the parents surveyed plan to visit only one or two stores this back-to-school season.
  7. Nearly 75% of children have some or all of the decision-making say on where and what to buy.
  8. 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