8 takeaways on Back to school Back_to_School_2018_JLL_Survey_Results | Page 3

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Walmart, Target and Amazon rank the top 3 destinations for back-to-school
shopping destinations
Retailer Category % of parents
Walmart Mass merchandiser 50.3%
Target Mass merchandiser 47.4%
Amazon Online 15.8%
Staples Office supplies 9.9%
Office Depot/Office Max Office supplies 7.1%
Kohl’s Department store 6.8%
JCPenney Department store 5.4%
Old Navy Apparel 4.9%
Macy’s Department store 3.8%
Best Buy Electronics 2.2%
Parents aim to get back-to-school shopping done before school begins
Most parents (54.1%) plan to start back-to-school shopping at least 2 weeks before
school begins. Of that number, 33.6% plan to shop 2-4 weeks before, 20.5% started
over 1 month before. 10% of parents will shop the week before school starts, while
3.3% will not begin until after school starts. Interestingly, 12.7% of parents shop for
school supplies throughout the year, as needed.
Fewer is better, as parents aim to shop at 1-2 stores this year
More than half of parents (53.7%) will only visit 1-2 stores for their back-to-school
shopping. This makes sense given that an overwhelming majority will visit at least
one mass merchants, like Target or Walmart. Almost one-third of parents (32.8%)
will visit 3-5 stores. 7.4% will shop at 6 or more stores. Some parents (6.1%) don’t
plan to visit any stores at all.