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BizReport : Ecommerce archives : June 02, 2016

Back-to-school shoppers turn to social during discovery process

Digital plays a leading role in the discovery process of back-to-school shoppers and Pinterest is becoming one of the leading online destinations.

by Helen Leggatt

A survey by social engagement and insights platform Crowdtap of 300 adults in the U.S. who plan to organize their family's back-to-school purchases this year for clothing, school supplies and food/snacks has found that social media is playing an increasing role in the discovery process.

In fact, social media and blogs were cited by 37% of respondents as being more influential than traditional media (36%) or online ratings and reviews (27%).

Specifically, more than a quarter of those surveyed (27%) said they would be using Pinterest to plan their back-to-school shopping, using Pinterest boards to create shopping lists, while 25% said they would be searching the site for food and snack inspiration.

"Back-to-school shopping is one of the most time-honored traditions for American families - and the process is increasingly starting in the places where U.S. consumers are spending their media time: with social media content that's created by expert creators and their peers," said Claudia Page, VP of Platform and Creator Partnerships at Crowdtap.

However, while digital certainly has an important role to play in the discovery process, the survey found that the majority of back-to-school shoppers will make their purchases in a physical store as opposed to online retailers or even


According to a recent survey by Bizrate Insights, a division of Connexity, 5% of consumers began back-to-school shopping as early as April while 7% planned to start before June.

Tags: back to school shopping trends, ecommerce, social media

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