From school supplies and dorm decorations, to the latest clothing and fashion, there is no shortage of retail activity during the final months of summer as consumers prepare for a new school year. Parents and students alike have a vested interest in researching and purchasing items they feel will bring success in all their future educational endeavors.
At Pandora, 46% of our listener base (A18+) falls into what we’ve deemed the “back-to-school audience,” made up of 33% parents of current students and 16% students enrolled in higher education programs. Directly following the 4th of July holiday, we asked these listeners to tell us whether they had already started the back-to-school shopping process or not. With 4-8 weeks left before class begins (depending on the school district or university), the purchasing trends we collected in this survey definitely quality as early-bird shopping.
What we discovered is that by early July, nearly half of our back-to-school listeners are already in the shopping mindset. And between parents and students, students take the lead for researching and purchasing products early–especially using digital methods. See more of our findings in the infographic below: