This year, back-to-school shopping is significantly affected by consumers' responses to tariffs and their focus on finding the best deals. Retailers are adjusting marketing strategies to emphasize stable prices and timely sales events, particularly in mid-July. Increased caution among consumers is evident, with more shoppers visiting discount stores and planning budgets around sales promotions. A recent survey shows 55% of respondents completed their shopping early, influenced by promotions, and 91% acknowledge that price increases affect their purchasing decisions.
Consumers, overall, are very cost-conscious at the moment. We're still seeing them spend, we still see year-over-year growth in retail sales, but they're cautious about where they're spending.
I think they're planning their budgets around these sales events. Ten, 20 years ago, it was this event that you went to a couple of weeks before school starts.
Forty-six percent of respondents said they plan their shopping around specific promotional events like Target Circle Week, Amazon Prime Day, Walmart Deals or Labor Day sales.
Ninety-one percent of back-to-school shoppers said higher prices would impact their purchasing.
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