As we gear up for the BACK-TO-SCHOOL season, it’s crucial to understand the evolving shopping behaviors and preferences of Canadian shoppers. The latest survey from @Field Agent Canada reveals some fascinating trends that can help brands drive consideration and sales conversion.
Top Trends:
- Spending Patterns: Despite economic challenges, 42% of households plan to spend more on back-to- school shopping this year, with another 39% maintaining their spending levels. 73% of respondents indicated inflation is the key factor impacting spending levels.
- Shopping Timelines: Consumers are starting their back-to-school shopping earlier compared to last year, indicating a shift in planning and purchasing behavior.
- Preferred Retailers: Discount retailers dominate the IN-PERSON shopping landscape, with Walmart (91%), Dollarama (66%), and Costco (59%) leading the way. ONLINE, Amazon (78%), Walmart.ca (31%), Temu.com (16%), and Costco (15%) are the top choices.
- Influence of Reviews: High star ratings (54%) and honest/unbiased reviews (43%) are crucial factors influencing purchase decisions.
- Brand Loyalty: Deals or discounts (87%), positive ratings and reviews (57%), and online recommendations (25%) are key drivers for switching brands.
- Social Media Impact: While 28% of respondents say social media has no influence on their purchase decisions, 22% report minor influence and 23% moderate influence. Instagram (41%), Facebook (28%), and TikTok (17%) are the most influential platforms.
- Packed Lunches: 96% of parents are planning packed lunches and snacks for their children, with fresh fruit (87%), water (79%), granola/protein bars (77%), and sandwiches or wraps with meat (72%) being the top choices to include in lunchboxes.
- Grocery Shopping: Walmart (63%), Costco (55%), RCSS (52%), and No Frills/Maxi (32%) are the top stores for packing children’s lunches. For clothing, Walmart (61%), Old Navy (49%), Costco (47%), and Winners (42%) are preferred.
What does it all mean?
- Retailers must recognize the impact of inflation on consumer behavior and offer value-driven promotions to attract budget-conscious shoppers.
- Brands should capitalize on the trend of early shopping by launching back-to-school campaigns earlier in the season.
- Enhancing Online Presence: With a significant portion of shopping happening online, it’s essential for CPGs to take an omnichannel approach to drive consideration and conversion.
- The preference for discount retailers highlights the importance of affordability in consumer decision- making. Brands can learn from this by ensuring their pricing strategies are aligned with consumer expectations and by offering promotions that emphasize value.
As we navigate the back-to-school season, these insights can help us better understand and meet the needs of Canadian shoppers. Let’s make this season a successful one for both retailers, CPGs and families!
