The newly released annual look at the digital world from online and mobile measurement firm comScore makes it quite clear that retailers better be ...
And more of those consumers are shopping online.
Consumers are getting more of their back-to-school and college shopping done earlier this year, according to a new National Retail Federation survey sponsored by BIGresearch.
The survey found that the average family has completed 43.2% of its school shopping, up from 41.6% a year ago. Similarly, families of college students have completed 43.1% of their shopping, up from 41.0% the previous year.
The trade group based its results on surveys of 8,201 consumers conducted between Aug. 3 and Aug. 10.
Although the average family is nearly halfway done with its school shopping, a sizable number of families, 26.8%, have yet to start their shopping. Likewise, 35.1% of families with college-aged students haven’t started their shopping.
“As the summer winds down, budget-wise families will scope out weekly circulars, sale racks and even comparison shop online to find the best back-to-school deals,” says Pam Goodfellow, senior analyst at BIGresearch.
The survey found that one way consumers are looking to cut costs is by shopping online. 16% of families polled say they will finish their school shopping online this year, up from 12.2% last year. The survey found the same effect for families with college students, with 29.6% saying they will finish their school shopping online this year, up from 24.1% last year.