Back-to-school is in full swing and while many will do their shopping online, JLL's back-to-school survey finds that the majority will be shopping in-store. Read on to see why customers are still spending so much time at brick-and-mortar locations.
The “dog days” of summer may be upon us, but retailers are stocking shelves in anticipation of the upcoming rush of back-to-school shoppers. While one quarter of shoppers began loading their carts with pens, notebooks and new outfits as early July, the majority (65 percent) will start shopping in the next few weeks, according to JLL’s Back-to-School Survey, which polled more than 2,000 shoppers nationwide. The survey revealed that 88 percent of shoppers will shop at a brick-and-mortar store for either school supplies or clothing, placing minimal online orders for merchandise.
“Retailers can’t expect to get the customer without creating an experience and providing superior service, but during back-to-school season, it is well-priced and quality goods that drive shoppers. Families armed with lists prefer a ‘one-stop-shop’ to buy everything they need,” says Holly Rome, JLL’s Director of Retail Leasing.
As a result of this drive for simplicity, JLL’s survey shows shoppers tend to head to department stores and supercenters that boast a wide selection with excellent values. Respondents indicated their top three destinations for back-to-school shopping this year include WalMart, Target and Macy’s, with 90 percent of consumers expecting to spend up to $500 on back-to-school shopping this year.
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