Back-to-school shopping has gone online, according to the National Retail Federation’s 2007 survey, which finds that the percentage of parents planning to shop via the Internet this year is up 40.8 percent. That’s a big increase, to be sure, but the percentage of moms and dads planning to shop the Internet for school clothes and supplies remains relatively small at 21.4 percent, up from last year’s 15.2 percent.
Not surprisingly, it is parents between the ages of 18 and 34 who will click their way through back-to-school shopping. One third of that age category expects to shop on the Worldwide Web.
The most popular type of store for back-to-school purchases remains the discounter, with 67.6 percent of parents saying that’s where they’ll shop. Still a large figure, it is nevertheless down from last year’s 72.2 percent.
The percentage of shoppers who will buy at office supply stores is up to 17.9 percent vs. 16.3 percent last year. Likewise, department store shopping is up to 54.9 percent vs. 53.3 percent last year and specialty store shopping increased to 31.6 percent from 30.9 percent.
One last part of this series, appearing next week, will take a look at how much of their own money kids will spend as they prepare to return to school