Canadian Back To School Consumer Insights
Canadian back-to-school consumers mostly wait until the end of the summer to do all of their shopping and less than one-third of them complete their back-to-school shopping early (e.g., June or July). Most of them purchase new clothing, footwear, and backpacks, as well as food for their children's packed lunches, hygiene products, electronic items, and athletic gear. The return to routine acts as a means of motivation for back-to-school consumers in Canada. Meanwhile, parents in Canada usually involve their kids, whether it is allowing them to choose their own clothing, paying for school supplies using their allowance money, or helping them shop online.
WHEN BACK-TO-SCHOOL CONSUMERS IN CANADA SHOP
- Nearly all (89%) of Canadian consumers in 2018 said that they relish the back-to-school season if all of their shopping is completed early.
- However, 78% of them wait until August or September to do their shopping as nearly half of Canadian back-to-school consumers believe that better deals on supplies and clothing are available during this time. Another 19% of them wait until the end of the summer because they are too busy to do it at an earlier time.
- Around 21% of Canadian parents finish their back-to-school shopping as early as June or July in an effort to bypass scrambling at the last minute.
WHAT CONSUMERS SHOP FOR
- According to Statista, 95% of Canadian back-to-school consumers plan to purchase brand-new footwear in 2019. Around 88% will acquire necessary school supplies, and 80% will get new backpacks for their children.
- Most Canadian parents (93%) are expected to purchase food items for their kids' lunches, and 71% will obtain certain items for hygiene such as hand sanitizer.
- While slightly more than half (52%) of parents in Canada will buy athletic equipment for their kids, around 45% will buy electronic items for the school year like calculators. Meanwhile, 40% of them are likely to acquire medication or vitamins.
WHERE CONSUMERS SEARCH FOR INFORMATION
- Most Canadian mothers rely on the school-provided shopping list to help guide them. According to a survey commissioned by Field Agent Canada, 21% of mothers follow the list provided by their child's school completely, 31% follow it very closely, and 30% follow it fairly closely. Only 11% of moms said that they do not follow the school-provided shopping list.
- In 2019, most back-to-school consumers in Canada plan to use online sites in some capacity to shop for school supplies, and 41% believe that online sources provide the best possible back-to-school prices.
- For Canadian parents planning to shop online for school supplies, 70% of them consult retailer sites for the best online deals. About 41% explore cashback websites to find superior deals.
- Meanwhile, in 2018, 31% of Canadian parents reported using mobile applications to locate deals, and 28% used social media.
WHAT MOTIVATES CONSUMERS
- Canadians, including teachers, students, and parents, express enthusiasm about the back-to-school season in the nation as at least 60% of them enjoy this time of year.
- Something that motivates Canadian parents during the back-to-school season is the social aspect that institutions provide. In a survey authorized by Staples Canada, around 80% of the parents participating in the study said they "welcome the social aspect of school."
- Over half of the respondents also said that they appreciate the rise in 'me time.'
- The survey also revealed that parents (66%), teachers (71%), and students (69%) are also motivated by the "return to a routine" that the back-to-school season affords.
- Early back-to-school shopping also serves as motivation for consumers in the country as 91% of parents say that doing this tends to make the season more relaxed for them and reduces the stress that comes with it. It also enables them to continue enjoying their late summer activities without having to experience the "last minute scramble."
- Regarding the factors that guide their decisions on purchasing back-to-school items, more than half (54%) of Canadian consumers say their personal preference influences their judgment.
- About 12% of Canadian back-to-school consumers state that social media influences their purchase decisions, while 10% say it is their family members and friends.
- Just 9% of back-to-school consumers in Canada are influenced by newspaper ads and flyers when it comes to their purchasing decisions, while 8% and 6% are influenced by store websites and online advertisements/searches, respectively.
HOW THEY INVOLVE THEIR CHILDREN
- Children in Canada typically play some role in the back-to-school market as most parents of school aged kids involve them in their shopping for school supplies, clothing, equipment, etc.
- When shopping in-store for school supplies, 60% of parents in Canada get their children to help them with the prepared shopping list.
- The majority (85%) of Canadian parents permit their children to select the outfits they desire to wear to school.
- Less than one-third (27%) of Canadian back-to-school consumers have their children partake in shopping online with them.
- For children who are paid allowances for performing chores at home, 23% spend their money on school supplies.