While families around the country are readying their summer plans and waiting for that final bell, marketers are already ramping up their back to school marketing efforts – and with good reason. According to our new research, many U.S. adults are already starting their back to school shopping.
Using our platform’s agile research tools, we polled 300 U.S. adults* within Crowdtap’s member community who said they planned on leading their families’ back to school shopping efforts this year. This survey specifically explored shopping behaviors around three key categories: clothing, school supplies and food/snacks. Here are some of the survey’s key findings:
– Pinterest is BIG for back to school. Crowdtap’s research found that 27 percent of back to school shoppers plan to organize their shopping lists via Pinterest boards. Pinterest is also an important destination for lunchtime and/or snack inspiration in particular: twenty-five percent of shoppers said they will lean on Pinterest to unearth creative recipe ideas for back to school lunches and snacks.
– Despite ecommerce growth, shopping in physical stores reigns supreme. Most shoppers polled said they favor shopping in physical stores over both retailer websites and destinations like Amazon.com for clothing (64 percent) and school supplies (70 percent).
– Purchase decisions for back to school vary by category. When it comes to clothing purchases, shoppers value sales & promotions above factors such as value (quality for the cost) brand loyalty, convenience and sustainability. For school supplies and snacks, value is the most important determinant, above sales & promotions.
Download the full report for more findings and ways your brand can gear up to go back to school.