In a new 2023 Back-to-School Preview report by Numerator, a majority of shoppers plan to shop at brick-and-mortar mass retailers.
Eighty percent of shoppers surveyed said they will buy their supplies at mass retailers like Walmart and Target. Another 20% of shoppers plan to shop at dollar stores, and 15% plan to do their back-to-school purchases at club stores,
The report found one-third of shoppers are planning to base their shopping on a school’s recommended supply list, and another 32% expect their back-to-school spending to increase compared to 2022. Numerator also reported 69% plan to shop in-store for supplies.
Other findings included back-to-school shoppers were more likely to purchase supplies for younger children with over half of consumers shopping for kindergarten through 5th grade, and 35% shopping for 6-8th grade, and 46% are shopping for high school students.
Children are also a big influence on what their parents purchase according to the findings. Thirty-two percent of consumers shopping for high school grades 9-12th will allow their kids to have a large input on all their school supplies. This is compared to just 15% for those with K-5th grade children and only 18% with 6-8th grade children.
Shopping in store remains popular as 69% plan to buy their supplies in-store, 17% plan to buy online and have the items delivered, and 9% plan to buy online for in-store pickup. A third of consumers will spend more this year. Thirty-two percent expect their spending to increase, and 14% expect to spend less.