NPD: BTS Shoppers Attracted to Multiple Retailers



The Checkout Tracking service also found that consumers visited an average of seven different retailers during the back-to-school season.

NORTH AMERICA–As children prepare to head back to school throughout the U.S., The NPD Group has discovered that back-to-school shoppers make an average of 16 trips to purchase related products between July and September.

The findings are part of The NPD Group’s receipt mining service, Checkout Tracking.

According to the receipt mining service, a third of consumers who made purchases between July and September 2016 were back-to-school shoppers. The Checkout Tracking information also revealed that, during the 16 shopping visits made, shoppers spent an average of $492 on items such as apparel, footwear, office supplies, technology, sports equipment, appliances, housewares and home textiles.

Furthermore, almost all shoppers purchased back-to-school products at a mass retailer last year, with an average spend per buyer that was more than $160 for the season. Consumers also spent, on average, more than $160 at electronics stores. Other popular retailers among consumers during back-to-season include manufacturer owned, department stores, specialty apparel stores, national chains, sporting goods stores, warehouse clubs, office supply stores, shoe chains and home specialty stores.

Additionally, NPD’s Checkout Tracking service found that during the 2016 season, the 16 back-to-school shopping trips made by consumers were spread out over an average of seven different retailers.

“Back-to-school marketing is noisier than school recess, and getting the attention of this shopper is just the beginning,” says Marshal Cohen, chief industry analyst, The NPD Group. “Retailers will fare well if they extend the shopping season and nurture their relationship with the back-to-school consumer, ensuring they stay top of mind and get the repeat visit later in the season.”