Organization’s traffic insights show August is expected to be the busiest month for back-to-school shopping in the U.S.

With spring showers fading into a distant memory, school bells across the country have rung out for the last time in the 2023-24 school year. For most, the summer vacation invokes visions of eating ice cream, relaxing by the pool, or hitting the beach to catch some rays. For retailers though, the early summer months are all about planning and preparation for schools to open once more.

Despite the fact that the bulk of school supply lists are unlikely to be released until late July, retailers are already putting their efforts toward getting the back-to-school season right this fall. After all, hitting the mark during this crucial period earns retailers a slice of an increasingly valuable pie. Spending per household has continued to grow over the past few years, and current estimates expect that trend will continue, though year-over-year growth is likely to wane. Projections indicate that total spending on school supplies (for primary, secondary, and post-secondary shoppers) in the U.S. will exceed $81 billion in 2024—up 3.2% from last year.

Our data echoes these predictions, as Sensormatic Solutions traffic insights indicate that there will be increased retail traffic for the back-to-school rush, though the boost may be more modest than last year’s. Furthermore, the season’s traffic patterns are likely to align with those that retailers have come to expect, with traffic volume peaking at the end of July throughout August in all regions. These predictions are based on years of in-store shopper activity data broken down by region and other relevant variables.

Sensormatic Solutions data shows that the year’s busiest back-to-school shopping periods will, as usual, align with the academic calendar in each region and peaks about two weeks before the start of the academic year:

• South: July 28 — August 3
• West: July 28 — August 3
• Midwest: August 4 — 10
• Northeast: August 18 — 24

As retailers finalize their plans to accommodate this uptick in activity on their sales floors, improving shopper experiences is likely to remain the top priority. Back-to-school shopping is simultaneously an errand and a beloved tradition with some families relishing in the opportunity to gear up for the new year and others looking to get in and get out as fast as they can. Finding ways to honor both of those outlooks is key to making the most of the moment.

Also of note is ongoing inflation, which continues to affect American household decisions at the register despite its rate of increase decelerating in recent months. The National Retail Federation predicts that the average back-to-school spend per household is expected to be $890 — up 2.92% from 2023 ($864).

Smart analytics tools can help retailers balance price and promotions, shopper preferences and business objectives to offer precise, tailored and satisfying shopping experiences this summer. These systems use connected devices and advanced artificial intelligence (AI) software to provide a holistic view of operations.

Historical insight into back-to-school performance can help retailers refine merchandising, labor allocation, operating hours and services to their consumers’ needs while real-time shopper behavior and sentiment, traffic, inventory and other data show what’s happening now. Together, these datasets empower retailers to prepare for the expected and adjust when the unexpected occurs, helping to ensure every shopper gets what they need when they need it this back-to-school season.

Ready to hit the ground running on your back-to-school plans? Sensormatic Solutions can help with all your planning needs. Contact us to get started today.