8 takeaways on Back to school Back_to_School_2018_JLL_Survey_Results | Page 2

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Parents plan to spend less on back-to-
school than last year, with most budgeting
less than $250
Approximately 62% of parents will spend
less than $250 on back to school shopping,
compared to 59% last year, and nearly 22%
will spend between $250 and $500, whereas in
2017 25% budgeted this much. High spenders
remain the same, with roughly 16% budgeting
more than $500, both this year and last.
7 out of 10 parents will head to discount stores to shop for back-to-school
Thanks to their low prices and wide selections, mass merchandise discounters like
Walmart and Target were the most popular store type, with 71% of parents planning
to shop there for back to school. Less than half of parents (40.4%) plan to visit online
stores and marketplaces for their shopping lists. Nearly one-third (31.2%) of parents
plan to shop at office supplies stores, 29.3% plan to visit department stores, and
25% plan to shop at clothing stores.
Cost is the top factor for where to shop and what to buy
Approximately 35% of parents rank low prices and the availability of discounts as
most important. However, this is significantly down from last year, where 50% of
parents considered low prices and discounts the most important factors. Ranking
second in importance is buying things their children want; 15.5% of parents think
it’s most important that retailers have the products their kids actually want.
Wide selection of goods, quick and easy shopping and quality products were also
important factors.