Study: Only one-quarter of parents chasing promotions for back-to-school

New York -- Only 26% of parents say they are shopping wherever the best back-to-school promotions are offered, according to a study by WSL/Strategic Retail. The finding was revealed as part of the company’s Back-to-School 2012 How America Shops trend report, which tracked what stores and categories parents are shopping.

“Given today’s promotion-driven retail climate, it was surprising to learn that it’s not only about finding the best deal this season,” said Wendy Liebmann, CEO of WSL/Strategic Retail. “Yes, it’s about the right price – but that’s only part of the story. It’s also about seeking out a broad selection of merchandise in a convenient place, and most parents already have a clear idea of where they can find that for back-to-school. For 75% of them, that means heading to a mass merchant such as Target or Walmart.”

According to the report, this is where parents are shopping for BTS goods:

  • 75% -- Mass merchandisers such as Target, Walmart and Kmart;
  • 34% -- Department stores like Macy’s, Kohl’s, JC Penney, Nordstrom, Saks, etc.;
  • 30% -- Dollar stores including Dollar General, Family Dollar, etc.;
  • 29% -- Internet sites such as Amazon;
  • 24% -- Drug stores such as CVS, Walgreens, Rite Aid, etc.; and
  • 24% -- Warehouse clubs including Costco, Sam’s Club, etc.
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