We talked about that funny Staples ad in our last post. The ad made an analogy on behalf of parents that back-to-school was akin to Christmas as Andy Williams croons "It's the most wonderful time of the year." Interestingly, there are a few other things the back-to-school shopping season has in common with the holiday season: Increased spending and changes in typical shopping patterns.
Our working parents told us that back-to-school is the second most expensive shopping trip of the year next to the holidays. Between new backpacks, clothes, lunchboxes, shoes and replenishing basics like underwear and socks, parents said they have an exhaustive array of items on their shopping list. However, parents aren't just buying for their kids. Our working parents told us that due to slashed teacher budgets, they put items like hand sanitizer, tissue and dry erase markers on the shopping list too.
And the kick off to the back-to-school season begins just as the celebration of our country ends.
Why so early? Parents told us that retailers start advertising their back-to-school sales "All of a sudden Target and Staples and all those start making [back-to-school] the top of their flyer" said one working mom. Parents also said that they do more browsing in the beginning of the season, and will only purchase when the deal is too good to pass up.
Back to school changes normal shopping behavior
Our parents said they peruse store fliers and circulars just as they do during the holidays, but weekly shopping behaviors are expanded while heavier price comparisons begin. They'll visit stores outside of their normal routine, too. "It's when I start comparing and that's when I might actually make the trip to Meijer or Big Lots or somewhere that I don't normally frequent" said a mother of two. This year, we think that lower gas prices will increase the likelihood of parents shopping outside of their normal footprint too.
Fill 'er up, and let the shopping begin!
photo credit: Flickr/emilyonasunday
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