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Back-To-School Shoppers Research Online, Buy in Store

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School is quickly approaching and it’s time to get shopping.

A new report says most back-to-school shoppers research online, but buy in store.

With three kids, I can understand this mentality.

Looking online allows you to compare reviews and prices on the bigger ticket items, but it’s the smaller things that can make a difference.

The fitting of shoes and backpacks are important to mom and dad, while the exact shade of pink on that folder covered with kittens or puppies matters to young students.

The International Council of Shopping Centers reports that 90 percent of households will be visiting a brick-and-mortar store during back-to-school shopping season.

The type of store expected to see the biggest increase in purchases is apparel specialty stores. They had an 8.4 percent share in 2013 and are expected to have a 10 percent share this year.

The amount of online back-to-school shopping will be 8.1 percent this year –- a drop from last year’s 8.6 percent. Catalogs will have a 3 percent share.

Seventy-three percent of consumers indicated that they will do research online, and then purchase in a physical store.

Consumers still expect to complete the bulk of their purchases in August (59 percent) – however both July (22 percent) and September (19 percent) have taken larger shares compared to 2013 (July 17 percent, August 66 percent, September 17 percent).

Sales were the number one motivating factor for a consumer to purchase at a specific store location at 61 percent. The ability to physically see, touch, or try on the merchandise was second at 52 percent.

Follow Matt Milhouse on Facebook and Twitter.  Listen to 100.5 The River weekdays, 10 a.m.– 3 p.m.

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