Consumer Behavior

Social media playing role in back-to-school shopping

Adobe Stock

July 28, 2023

A majority of back-to-school shoppers, more than 75%, are using social media for ideas and recommendations on what to buy this year.

That's a top finding from a Back-to-School Overview report from Publicis Commerce.

Additional findings, according to a press release, include:

• BTS search demand peaks the third week of August across most categories.
• 87% expect to shop in-store (as high as 91% for children's footwear) and 76% online.
• 83% of consumers plan to spend the same or more as 2022.
• 60% of Redditor parents plan to spend $300 or more on upcoming BTS purchases.
• Nearly 50% of self-shopping BTC students report sticking to a budget, whereas 70% of parents shopping for students report not having a fixed budget.
• 35% of consumers surveyed do their back-to-school shopping in multiple trips, meaning that a brand has multiple chances to influence their carts.