Back-To-School Shopping: 2013 Trends

The back-to-school shopping season is one of the largest and most important retail seasons; second only to Christmas in sales. Back-to-School Shopping: 2013 Trends looks at how parents navigate the back-to-school retail landscape, providing analysis into how shopping timelines, advertising preferences and smartphone usage influence shopping activities.

This report leverages Placed Questions a feature within Placed Insights which combines mobile survey questions with the direct measurement of consumers’ location activities. Back-to-School Shopping: 2013 Trends is based on a subset of more than 12,000 U.S. survey smartphone respondents that have at least one child. These parents were surveyed during July 2013 to provide detailed insight into consumers’ shopping behaviors. Learn how it works.

Among the Study’s Key Findings

  • 11% of parents planned to finish shopping after the start of school, which could bode well for retailers looking for an extra bump in sales after the official end of the back-to-school season.
  • Macy's, Kmart, Target, and Sears saw early bird shoppers significantly more likely to visit than an average consumer.
  • Print ads were the most preferred source of receiving promotions and deals selected by 46.3% of respondents.
  • Nearly 2 in 5 parents planned to use their smartphone to compare prices while in a store, underscoring the continued pressure of showrooming for many retailers.

Report Content

  • Early Bird vs. Last Minute Back-to-School Shoppers
  • Back-to-School Deals and Promotions
  • Smartphones: The Back-to-School Shopping Companion
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