NRF: Average Family Has Completed 43.2 percent of School Shopping
August 19, 2010
Consumers got a jump start on their back-to-school and college shopping this summer, as extreme temperatures drove them into stores, according to the National Retail Federation's (NRF) latest Back-to-School/College Consumer Intentions and Actions survey. The average family has completed 43.2 percent of their school shopping, compared to 41.6 percent at this time last year. Similarly, families of college students have completed 43.1 percent of their shopping, versus 41 percent the previous year. The survey, which was conducted by BIGresearch and polled 8,201 consumers, also found that Americans are expected to spend a total of $55.12 billion on K-12 and college merchandise this year.
Although the average family has completed 43.2 percent of their school shopping, more than one-quarter (26.8 percent) have not started yet. More than one-third of families with college-aged children also said they have not started shopping yet.
Seventeen percent of families with children in grades K-12 said 100 percent of their purchases were influenced by bargains and coupons, up from 14.7 percent last year. The survey also found more families will use the Internet for school purchases this year. Up from 12.2 percent last year, 16 percent of K-12th grade families will finish their shopping online. Additionally, more families will shop at office supply stores (32.4 percent versus 27.3 percent in 2009). Other anticipated shopping destinations include discount stores (59.3 percent), department stores (42.7 percent), clothing stores (34.3 percent), electronics stores (9.8 percent), catalogs (4.7 percent), drugstores (11.1 percent) and thrift stores/resale shops (11.4 percent).
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