Radio advertisers targeting back-to-school shoppers would do well to air their ad slots over Labor Day weekend, as research from e-commerce software HubBox found that nearly three-quarters of consumers (73%) plan to wait for last-minute deals on school-related items during that period.
A HubBox survey of more than 1,000 U.S. shoppers conducted in July found that two-thirds (65%) of respondents said they would only buy discounted back-to-school supplies this year. With prices of all items rising, it’s no wonder that 73% of back-to-school shoppers said they are trying to cut back on spending, and 73% said they are trying to save money by reusing items purchased last year, according to a Chain Store Age report.
“Discount events have become even more important as shoppers look to stretch their back-to-school budgets, meaning the long back-to-school season stretches from Prime Day in July to Labor Day sales in September,” says Sam Jarvis, CEO of HubBox. “After an extended period of elevated prices, US shoppers have become much smarter about when, where and how they spend their money, meaning brands will have to fight harder for their share of wallet.”
Overall, 77% of consumers say they plan to do some back-to-school shopping this year, with the average household spend being $1,196.20. With 63% of back-to-school purchases being last-minute orders, speedy fulfillment is also a challenge, with 84% saying this is important and 25% saying they would return an item if delivery was delayed.
“As the shopping season drags on, retailers must prioritize reliable fulfillment to maintain customer trust,” Jarvis added. “That means offering flexible delivery options that meet consumers’ need for speed, and ensuring deliveries are made on time and to the location most convenient for each consumer.”
1 Comment
I don’t think the title of your article matches the content lol. Just kidding, mainly because I had some doubts after reading the article.