Infographic: Old-School Channels Make the Grade

Share this content:

Back-to-school shopping puts parents' bargain hunting skills to the test. And because cost is the most important factor in determining where parents shop, according to the “Back-To-School Shopping Q3 2013” report by programmatic media-buying platform provider Rocket Fuel, moms and dads start studying up on where to find the best deals early. In fact, 36% of parents kick off their back-to-school shopping in July and 97% finish checking off their shopping list before September.

And parents know that color-coordinated folders and glitter notebooks come at a price. Nearly one third of parents (31%) expect to spend more in-store on their back-to-school shopping this year; however, only 19% of parents plan on spending more online. Seven percent of parents expect to spend more both in-store and online this year. Perhaps this is because parents intend to purchase the majority of their supplies in-store. The report cites that less than 10% of parents plan to do most of their back-to-school shopping online.

In addition, most parents discover back-to-school deals through traditional channels. For example, 75% of parents learn about promotions and sales through print circulars; 63% say they also hear about these bargains through TV advertisements. However, that doesn't mean that brands' digital efforts don't reach parents. According to the report, 57% of respondents say that they also learn about back-to-school sales and promotions online, such as through email on a laptop or PC. Mobile is also part of the equation. Thirty-three percent of affluent parents—parents who have an annual household income of $100,000 or more—learn about back-to-school deals through mobile devices or tablets.

close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here