Los Angeles -- A PriceGrabber back-to-school survey released on Wednesday found that 48% of consumers believe retailers are offering better back-to-school shopping promotions this year.
According to the survey, 88% of consumers chose 'sales' as the top retailer promotion that will entice them to make a back-to-school purchase this year. Forty-nine percent of shoppers cited coupons; 44% noted that "free items with purchase" would persuade them to buy; and 34% selected sales available online only.
When survey respondents were asked to select all back-to-school products that are offering great deals, school supplies topped the list with 67% of the consumer vote. Clothing came in second place with 58%; 32% cited electronics including computers, tablets and smartphones; 30% selected backpacks or tote bags; and 15% said books.
"The start of the back-to-school shopping season has been very competitive with retailers offering aggressive promotions to win the consumer dollar," said Graham Jones, general manager of PriceGrabber. "We anticipate retailers will continue to offer very strong promotions and incentives through the remainder of August and even into September as kids start the school year."
When PriceGrabber survey respondents were asked if they think back-to-school deals are better online or in stores this year, 34% said online. Twenty-two percent of consumers said deals were better in stores and 44% of shoppers said deals were the same whether online or in stores. When asked how they plan to purchase back-to-school items this year, 60% of consumers said in stores and 40% selected online.
When respondents were asked to select all of the types of stores they plan to shop at for back-to-school items, 67% selected large, multichannel department stores. Online retailers were voted second and discounters third. Nearly half (47%) plan to shop in office supply chain stores this back-to-school season.