In our first back-to-school survey of the season, we found that parents in general are pretty worried about the cost of school supplies and are turning to creative ways of saving (including stealing supplies from their workplace, dumpster diving, and hoarding supplies throughout the year). Most U.S. parents (77%) say staying under budget is their top priority.
We like to think, though, that our own Krazy Coupon Lady users aren’t the average shoppers and that the parents who follow us aren’t the average parent.
To see how our KCL users are approaching back-to-school shopping, we performed a second survey of 1,700 parents among our own social media audience (see the methodology below). After all, our KCL audience is particularly good at squeezing the most out of every dollar.
Turns out that:
Back-to-school season means lots of extra trips to the store, but many KCL followers are trying their best to cut down on those.
Couponing is a non-negotiable part of back-to-school prep for 83% of our users.
Price is the top concern for 68% of KCL shoppers. It overwhelmingly beats out brand, quality, and convenience when it comes to our users’ priorities.
Back-to-school shopping means extra trips to the store.
One moment, you think you’re finally done with back-to-school shopping. The next, you’re back in the supply aisle staring down the folders and crayons.
Most parents (70%) in our survey say they make more trips than usual to the store during back-to-school season: 36% of them describe that frequency as “a few more,” while 34% say they notice a “significant” increase in their trips to the store.
To cut down on the number of store trips, almost half (49%) of parents say they attempt to stock up while they’re at the store, showing a proactive approach to trying to manage time and resources.
KCL shoppers find deals first, then go shopping.
Our users are a deal-focused group, and most wouldn’t dream of being caught in a back-to-school aisle without a plan.
83% of parents tell us they look for coupons and promotions before shopping.
80% compare prices online to ensure they get the best deals.
71% make a list to organize planned purchases before hitting the store.
28% read product reviews before shopping.
Most of this advance research is being conducted online: 91% of parents say they use online resources while conducting research on back-to-school items. Retailers’ websites and apps (64%) and social media (58%) are the primary sources of product intel.
When it comes to back to school, price is most important.
Price is the top priority for parents shopping for back to school: 68% say it’s their top consideration. Smaller segments of shoppers focus on product quality (15.3%) and brand trust (10.5%) first. At the bottom of the priority list? Convenience, with just 5% of respondents saying it’s their top consideration. That’s notable, given the time crunch that back-to-school season creates. But we’re not surprised that our shoppers will go the extra mile for a good deal.
Clothing Tops Shoppers’ Lists in 2024
Kids grow. Trends change. No surprise, then, that nearly all (91%) of the parents we surveyed said that clothing and shoes are on their back-to-school shopping list. Meanwhile, electronics fall near the bottom of the priority list. After all, while a tablet or headphones can maybe be stretched into another year, too-small shoes can’t.
Top Items Parents Are Buying This Year
These are the top items parents say they’ll be shopping for this season. The percentages refer to the percent of parents who say the item is on their shopping list:
Clothing and Shoes: 91%
Stationery and School Supplies: 87%
Backpacks and Lunchboxes: 78%
Snacks and Beverages: 69%
Food: 47%
Electronics: 39%
Medicine: 18%
Here's How You Can Use Our Survey Results to Save
Now that you know how KCL's super-saving followers are shopping for their kids, here’s how to put this intel into action:
Stock up to avoid repeat shopping trips.
Clearly, parents will be at the store more than usual, according to our survey, but that doesn’t mean you have to shop more than you have to. Follow the lead of the half of KCL users who say they’re going to stock up strategically while they’re at the store to avoid a future trip.
For example, while shopping for backpacks at a store like Target or Walmart, you could also stock up on pantry staples for lunches, batteries, clothing, and other things you know will send you back to the store eventually. Check out our back-to-school stock-up guide to see the prices you should look for while you’re shopping.
Know your coupon strategy before you go to the store.
That 83% of KCL followers who research coupons before going to the store know what they’re doing. We’ve got some quick-start couponing tips, if you’re strapped for time.
Plus, plenty of retailers offer easy deals during back-to-school season that don't require a lot of prep:
If you’re at Target, keep an eye out for Target gift card promos on cleaning supplies and household essentials that you'll need anyway, and earn a gift card you can use on a future purchase. Or take a couple minutes to verify your college student's status in the Target app to get a 20% off student discount.
At Staples, you can get $10 off a purchase of $30 in store when you bring in a backpack for recycling.
Wherever you plan on shopping, check out our coupon database, which has manufacturer coupons for hundreds of stores and brands.
If you don’t do any research before going to the store, you’re leaving those savings on the table.
Make price your priority.
For 68% of our KCL followers, price dwarfs everything, including convenience, when it comes to back-to-school shopping. And there’s wisdom in shopping that way, even if it takes a bit more time.
We know you’re busy. But with a few weeks to accomplish back-to-school shopping, you have enough lead time to compare stores’ prices, like 80% of KCL users do.
So check out Walmart deals, Costco deals, and Sam's Club deals (and the best deals from wherever else you're thinking about shopping), and pit them against each other. Throw Amazon into the mix too (that offer for $10 off school supplies when you spend $50 could make it the winner). And if you're shopping online, consider adding everything to your cart at a few retailers and comparing the final price.
Survey Methodology
Survey of 1,700 U.S. parents conducted via our KCL Facebook/Instagram followers. Survey run dates: July 19 - 22, 2024.
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