Millennial Parents Prefer In-Store Back-to-School Shopping
Nearly three out of four (72%) of Millennial parents prefer shopping for back-to-school items in brick-and-mortar stores, as they say it helps them remain within their budget, according to a recent study conducted by Citi Retail Services.
While sticking to their budget is the main reason Millennial parents are choosing in-store shopping, it is not the only reason. Others are:
- 63% like to shop in-store so that their kids can try on clothing or test electronics
- 60% like to include their kids in the decision-making process
- 48% think it is easier to compare products
- 43% believe you can get better deals in-store
Another key finding is Millennial parents believe it is important to let their kids have a say in the products that are purchased. In fact, 91% of Millennial parents said they consider their child’s opinion on back-to-school shopping more than their parents considered theirs.
“More millennials are entering parenthood, which is having a profound impact on retailers,” said Leslie McNamara, Managing Director and EVP of Business and Market Development for Citi Retail Services. “These parents place tremendous value on their children’s opinions when shopping and are not as swayed by brand on big ticket items like electronics.”
Unlike previous generations, Millennials do not view back-to-school shopping as limited to the summer before school starts. Nine out of ten parents expect to buy school items after the first day of class, and most believe they will do 27% of their back-to-school shopping after school starts. The reasons they spread out their shopping include:
- Spreading out purchases to help with budgeting (60%)
- Saving money (41%)
- Seeing what other kids are wearing or using (30%)
“Millennial parents are still relatively new in the back-to-school market, so it is important that retailers evaluate and shape their retail experience to reflect how these parents actually approach shopping,” said McNamara. “Perception is key when understanding this demographic, and when it comes to factors like budgeting, the length of the season and child-input, there is still much to uncover with respect to the rationale and thinking of millennial parents.”