Parents Are Keeping Back-to-school Shopping Basic, Data Shows

Deloitte’s back-to-school survey estimates parents will spend about $586 per student this year, cutting back on technology purchases while staying stable on apparel purchases for the year ahead.

Parents told Deloitte they would plan to decrease spending within the technology category while increasing spend on other categories including personal hygiene and educational furniture by 22 percent. Notably, planned budgets for clothing and school supplies remain unchanged year-over-year. On average parents said they plan to shop across 4.7 formats to hunt for deals. And with 62 percent of respondents reporting they have a fixed budget many will sacrifice loyalty to brands and retailers to prevent overspending with 67 percent reporting they will “shift brands if the preferred brand is too expensive,” 62 percent reporting they will “shop at a more affordable retailer” and half reporting they will “shop for private labels over name brands.

With that in mind, Baird said there is an “unmatched opportunity for retailers to play a special role in elevating the sentimental moment that takes place between child and parent in preparation for a strong school year. If retailers deliver a subpar experience during the back-to-school season, it will negatively impact their standing when consumers consider their holiday shopping plans.”

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