Price Tops The List of Back-To-School Shopping Priorities

Price Tops The List of Back-To-School Shopping Priorities
Jimbo,
A School Bus Sits In A Parking Lot Of A Resort Town In The Chugach State Park During Heavy Rain In Girdwood, Alaska
A school bus sits in a parking lot of a resort town in the Chugach State Park during heavy rain in Girdwood, Alaska, U.S., October 31, 2021. REUTERS/Shannon Stapleton

A new YouGov survey finds that 27% of U.S. adults identify as back-to-school shoppers, with most splitting purchases across both online and in-store channels. Two in five shoppers divide spending evenly between digital and physical retail. Price is the dominant purchase driver, cited by 74% of respondents. Quality follows at 65%, with sales and discounts close behind at 64%. In-store shoppers prioritize price more heavily at 78%, compared to 69% of online shoppers. User reviews influence 24% of predominantly online shoppers, versus just 9% of in-store buyers. Advertising plays a larger role among omnichannel shoppers, with 38% acknowledging its influence. Story URL

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