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BizReport : Mobile Marketing : May 06, 2016

Consumers have already started back-to-school shopping

Too early for back-to-school marketing? No, concludes perhaps the first study for this year's school year.

by Helen Leggatt

Back-to-school marketing usually gathers pace in July. However, according to a new survey by Bizrate Insights, a division of Connexity, 5% of consumers have already begun and started back in April. Another 7% plan to start before June.

With almost two-thirds of households planning to reduce the costs of back-to-school spending compared to last year, the early start could well be driven by this desire to save. Despite the need to save, 49% of respondents said quality was more important than price and brand loyalty affects their decision to buy (30%).


"Retailers should be ready to support shoppers across channels by the end of June," said Hayley Silver, VP of Bizrate Insights. "Product availability, price and coupons are important, but be sure to also include indicators of quality, such as ratings, reviews and guarantees."

However, the majority of respondents indicated that they will commence back-to-school shopping between late July and August, with early August the most popular time to begin.

Mobile is set to play a significant role in in-store shopping. Respondents cited product research (69%), product purchase (48%), price comparison in-store (41%), and searching for coupons (37%) as the key roles mobile will play in their back-to-school shopping activity. Women were found to be far more likely to use their mobile devices to look for coupons.

Tags: back to school shopping trends, brand marketing, mobile, research

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