Students across the U.S. have closed their notebooks for the final time this year, and schools have shut their doors for summer. With the 2023-2024 school year behind us, many parents are already planning how and where to get the best deals and products this back-to-school season. Sensormatic Solutions annual U.S. Back-to-School Consumer Sentiment Survey, which analyzes the summer rush’s top shopping trends, aims to help retailers ensure their back-to-school plans align with shoppers’ rapidly changing preferences.

With back-to-school traffic set to pick up in the coming weeks, here’s what’s top of mind for shoppers and what retailers should know to deliver exceptional experiences:

Continuing trends from the past two years, in-store shopping remains the primary choice for back-to-school prep, with 74% planning to shop at physical locations this summer. Survey respondents plan to do most of their in-store shopping at free-standing stores and strip centers (39%), followed by open-air shopping centers (25%), enclosed malls (21%) and outlets (12%). In addition, shoppers expressed growing interest in using “buy online, pickup in-store” (BOPIS), with 43% of shoppers planning to use this method for back-to-school purchases in 2024 (up from 34% in 2023).

Safety and security are top of mind for retailers this year, and shoppers agree. Nearly half (44%) of survey respondents stated that being in a safe and comfortable store environment is one of the most important factors they consider when choosing a retail location. However, it is important for retailers to balance security with a seamless shopping experience to mitigate any potential friction. Consider:

• Although half of respondents said they are at least somewhat likely to purchase products that are locked up or kept behind a glass display case, a significant number (23%) said deterrents like these might stop them from making a purchase.
• 15% said they have opted for alternative fulfillment options like curbside pickup due to deterrents in stores.

As in years past, it will be vital that retailers review their loss prevention initiatives to ensure that their practices are tailored to each location. This will help deter thieves while maintaining a seamless journey for well-intentioned shoppers.

Retailers be prepared; consumers planned to start their back-to-school shopping earlier than they did last year. This year, 18% of respondents said they planned to start shopping in June, an increase from 11% in 2023. Meanwhile, the number who said they’d start in August decreased to 36% (42% in 2023). According to Sensormatic Solutions traffic data, this year’s predicted busiest back-to-school shopping periods will continue to align with the academic calendar in each region, peaking 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

Other familiar back-to-school challenges are also likely to affect when and how people shop, with respondents noting that out-of-stock items (56%), big crowds (39%) and a lack of time to shop (35%) are the biggest obstacles they anticipate facing this year.

During this back-to-school shopping season, retailers can expect shoppers to be more price-sensitive than in 2023; 61% said they plan to spend less than they did last summer. Even more (75%) said price is a crucial factor when shopping in stores. To keep to their budgets this year:

• 51% of shoppers plan to reuse/repurpose supplies from prior years.
• 42% plan to use BOPIS to avoid additional shipping and delivery fees.
• 21% will use alternative fulfillment to control spending when purchasing items.

Over the last four years, shoppers have done the bulk of their spending on clothes and apparel—a trend that will continue this year. In 2024, 66% of respondents intend to spend in this category, while 54% intend to purchase shoes and 38% will buy school supplies.

Eighty-three percent of respondents shared that sustainability will play a role in their shopping habits this summer, an increase from 77% in 2023. Consumers keep brands’ sustainable practices in mind when shopping, and they plan to adjust their personal choices to do their part. Almost half (45%) plan to use reusable shopping bags, 41% plan to choose sustainable packaging and avoid materials like plastic, 38% will opt for eco-friendly materials in products and 26% will purchase goods from second-hand stores.

With prices, safety and seamless in-store experiences at top of mind for consumers, getting consumer feedback like the above is key to sound planning for high-volume seasons. However, surveys and focus groups aren’t the only options available—nor should they be the only insights retailers use to refine their strategies. To meet customers’ growing expectations, retailers need to be able to dig into what their loyal customers want and need.

The operational data retailers use to streamline ordering, floor planning and more can help improve retailers’ back-to-school planning and equip them to deliver personalized shopping experiences to meet the ever-changing needs of consumers. Sensormatic Solutions suite of AI technologies, hardware, tags and more help retailers optimize their shopping experiences, loss prevention strategies and inventory visibility capabilities. These technologies address the most pressing challenges retailers face to help them make the most of the back-to-school season.

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