Many kids are just starting their summer vacations, but back-to-school shopping is well underway.

 

According to a study Yahoo conducted with Ipsos Connect, “Back-to-school Back-to-college Shoppers April 2016,” the average back-to-school and back-to-college shopper plans to spend 37% more in 2016 compared to 2015 ($470 compared to $343). And back-to-school shoppers are not only parents. Students younger than 18 spend an average of $273 per year on back-to-school supplies, and one in two back-to-school shoppers is buying goods for someone other than themselves or their own children.

 

Forty-six percent of survey participants began researching more than two months prior to the start of the school year, and most of their purchases took place one to two months prior to the first day of class.

 

In addition, back-to-school shopping is becoming increasingly omnichannel. Fifty percent of back-to-school shoppers use online articles for research, while 30% use online videos for research. Furthermore, more than 50% of back-to-school shoppers use a mobile device during the process and more than 90% find the mobile internet helpful in making their shopping decisions.

 

Other notable findings include:

• More than 75% of back-to-school shoppers actively seek promotions, most notably price discounts.

• Two-thirds of shoppers plan to take advantage of back-to school promotions after school begins.