Consumer Behavior

Most back-to-school shoppers hitting mass retailers

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August 30, 2023

A good number, 80%, of back-to-school shoppers plan to shop mass retailers, and 69% plan to shop in store, according to Numerator's 2023 Back-to-School Preview survey.

The data revealed 30% of shopper consider name brand important when it comes to school supplies, and 34% expect to finish school shopping in one day, according to a press release. The survey polled 1,200 consumers.

The top planned school supply purchases are pens and pencils (80%), paper notebooks (80%), shoes or clothes (78%), and folders/binders (75%). 37% of shoppers will use a list of items provided by their children's school to shop for supplies. About one-third of consumers expect to spend more on back-to-school items this year than last year.