The newly released annual look at the digital world from online and mobile measurement firm comScore makes it quite clear that retailers better be ...
Mom and dad don’t plan to buy back-to-school supplies and gear online—but most will look there for promotion codes and coupons before hitting the stores, according to a survey from online consumer savings site CoolSavings.com.
Mom and dad don’t plan to buy back-to-school supplies and gear online-but most will look there for promotion codes and coupons before hitting the stores, according to a survey from online consumer savings site CoolSavings.com.
In the July online survey of 1,100 shoppers who will buy back-to-school items, 97% said they planned to shop in stores rather than online. At the same time, virtually all surveyed will look for bargains, with 88% saying they planned to use coupons. 64% of that number said they’ll use digital coupons, with a breakdown of 35% who will use printable online coupons, 26% who will use coupon codes gathered online, and 3% who will use mobile coupons.
39% of those using coupons said they would find them in newspaper inserts. “What’s noteworthy is that while back-to-school purchases are overwhelmingly made in-store, the use of digital coupons-those hunted out online or received via mobile phones-is extremely high for such a traditional shopping season. In fact, our study found that the use of printable coupons is now neck-and-neck with the use of newspaper coupons,” says Matt Wise, president of CoolSavings parent company Q Interactive.
31% of those surveyed say they plan to seek out coupon sites online, and 22% will look for coupons in e-mails from retailers.
Despite the economy, most shoppers are not reducing back-to-school spending, the survey found. 67% say they plan to spend the same amount of money or more this year than they did last year. 44% of teens responding said they’ll spend their own money and 35% of shoppers said their children will have the greatest impact on their buying decisions. Cited by 22% of those surveyed, product quality had the next highest impact on purchasing, followed by brand preference, cited by 6%.