NEW YORK--(BUSINESS WIRE)--Only 26% of parents say they are shopping wherever the best back-to-school (BTS) promotions are offered, according to a study by WSL/Strategic Retail, the leading authority on shopper behavior and retail trends. The finding was revealed today as part of the Company’s Back-to-School 2012 How America Shops® trend report, which tracked what stores and categories parents are shopping.
“Given today’s promotion-driven retail climate, it was surprising to learn that it’s not only about finding the best deal this season,” said Wendy Liebmann, CEO of WSL/Strategic Retail. “Yes, it’s about the right price – but that’s only part of the story. It’s also about seeking out a broad selection of merchandise in a convenient place, and most parents already have a clear idea of where they can find that for back-to-school. For 75% of them, that means heading to a mass merchant such as Target or Walmart.”
Where They’re Shopping:
- 75% -- Mass merchandisers such as Target, Walmart and Kmart
- 34% -- Department stores like Macy’s, Kohl’s, JC Penney, Nordstrom, Saks, etc.
- 30% -- Dollar stores including Dollar General, Family Dollar, etc.
- 29% -- Internet sites such as Amazon
- 24% -- Drug stores such as CVS, Walgreens, Rite Aid, etc.
- 24% -- Warehouse clubs including Costco, Sam’s Club, etc.
52% OF PARENTS SHOPPING BTS ARE SEEKING HEALTH RELATED PRODUCTS
“Health and wellness are evolving into an important focus for parents shopping back-to-school, which presents an emerging opportunity for drug stores to capitalize on the season,” continued Candace Corlett, President of WSL/Strategic Retail. “As this trend continues, look for drug store chains to see this as their opportunity to gain a greater share of b-t-s dollars, possibly pushing other channels further down the list.”
What’s In Their Basket:
- 84% -- School supplies
- 76% -- Clothing and fashion accessories
- 50% -- Healthy snacks
- 38% -- Anti-bacterial items
- 30% -- Hair care products
The How America Shops® Internet survey was conducted as a nationwide survey of men and women 18+ in June, 2012.
About WSL/Strategic Retail
Founded in 1986, WSL/Strategic Retail (“WSL”) is the leading authority on shopper behavior and retail trends. Through its unparalleled research, global trend analysis and customized consulting services, WSL arms retailers, manufacturers and brands with the tools required to stay ahead of the market and motivate shoppers to purchase. The Company tracks the mindset, attitude and behavior that shape shopper trends, and predicts how they transform brands and retailers throughout the U.S. For more information, visit www.wslstrategicretail.com.