Consumer spending is changing! U.S. back-to-school sales peak delayed

It is learned that according to the latest research from NPD, in the first seven weeks of this year's back-to-school season, sales of back-to-school related products in the United States were not as good as last year, but sales revenue of ordinary products not related to school increased by 4%.

The study said rising prices and consumers shopping for more immediate needs disrupted the early back-to-school shopping season. According to a recent survey by NPD Group, 41% of consumers who delayed back-to-school shopping are waiting for more sales.

“Consumers are balancing their return to school, work and social activities while retaining some pandemic-related behaviors and prioritizing their purchases accordingly,” said Marshal Cohen, NPD’s chief retail industry advisor.

It is reported that this summer, American consumers are more focused on travel and social activities, thus pushing back the peak back-to-school shopping season in 2022. Instant shopping leads to a smaller back-to-school season consumption peak, but it will be realized over a longer period of time.

The portable beverage ware and coloring and art supplies categories were among the fastest growing back-to-school related categories early in the season, indicating some focus on school needs. However, beauty and automotive aftermarket sales revenue continued to grow strongly, further indicating that much of consumer spending remains focused on other activities.

“Consumers are still spending for summer entertaining, and back-to-school sales haven’t kicked into high gear yet, but they will,” Cohen said.

While retailers have clearly begun using promotions to drive more sales, marketers need to continue to induce consumers to accelerate back-to-school purchases and create a sense of urgency around apparel, technology and other high-volume back-to-school items.

Editor✎ Ashley/

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