More than half, 59 percent, of millennials will shop in-store for back-to-school products, according to a study on identifying how malls, the Web and social media factor into the shopping habits of millennials.
In the study, led by Teen Vogue and the International Council of Shopping Centers, 80 percent of respondents said back-to-school shopping was a chance for a fresh start, so 70 percent were looking forward to new trends and styles.
Eighty-four percent of the shoppers plan to spend the same as, or more, this year than last year on BTS purchases. August, September and October will be crucial shopping months, with 47 percent of respondents continuing to BTS shop throughout the fall. In total, consumers are expected to spend $68 billion this BTS season.
Although a majority of respondents will shop in-store for purchases, 35 percent will shop both in-store and online, while 6 percent will shop exclusively online.
Millennials look forward to time at the mall during BTS season for three key reasons: they like having so many stores in one place, 73 percent; they love in-store promotions, 44 percent; and they can shop with friends, 33 percent.
The internet and smartphones are critical in BTS shopping—75 percent of those surveyed plan to use social media for inspiration. Sixty-eight percent will research deals while shopping and 43 percent will visit the store or brand's website while shopping.
-See this ICSC press release
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