Consumer Closeness in the

Age of Social Distancing

Week of Aug 3: Back To School

Deciding how kids will be going back to school is proving to be stressful and overwhelming

%

Stressed/Worried ?

%

Overwhelmed ?

%

Anxious ?

%

Optimistic ?

%

Pessimistic ?

* Important to note: Base includes parents of children entering pre-school all the way up to college / university (any year)

Schooling this fall will vary from student to student

Preference / Approach for School this Fall

Virtual (online) only ? 33% 33%
In person only ?‍? 22% 22%
Hybrid model (part in-person, part virtual) ?‍? ? 19% 19%
Unsure, I have not decided yet ? 26% 26%

Back to school preparations are starkly different this year; most plan to shop more online and buy less items vs. last year

Too much uncertainty is stalling back to school preparations

%

HAVE NOT done any research for back-to-school shopping

Most don't know how to prepare given the uncertainty

“We are holding off on any back-to-school shopping until we know exactly what is going on. I, personally, would like to keep my children home and sign them up for a virtual academy.”

“Haven’t bought anything for my students yet. I learned today that the state is providing PPE for all staff. I don’t know yet if I can use my own materials or not.“

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For some, focusing on mentally preparing their children is a priority

“Most of the preparation has been talking to them about safety measures and how things will be different this year. To be responsible no matter how things go.”

“I’ve gotten more wipes or disinfectant, more hand sanitizer. She knows when she gets home take showers, sanitize her book bag and all of her content. She knows while at school to constantly sanitize.”

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New purchases are mostly items needed to attend school virtually

“We just got a new computer so we can do home school for my daughter.”

“Since we decided to homeschool for safety reasons, I have been purchasing a lot of supplies for that. Curriculum, posters, art supplies, paper, learning toys. I have no purchased any new school clothes, backpacks, or lunch boxes.”

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American parents plan to purchase less items this year and more online vs in-store

%

Plan to purchase LESS items compared to last year

Reasons for Purchasing Less Items this Year

Virtual schooling won't require a lot of new items

“Since most will be done online. The things like computer she already has. So our biggest expense this year is small items like pen, highlighter, notebook, paper and books.”

“I have a feeling we’ll be learning from home in the end of all these debates, so we won’t need the slew of items expected every year. Plus the kids wouldn’t need new clothes to sit in front of a computer.”

Financial concerns

“Trying to save money and we don’t really need anything new.”

“Because I’m trying to hold off as I want to wait things out a little. My income is also less steady so all the more reason to take things slow.”

%

plan to SHOP MORE online

%

plan to SHOP LESS online

%

plan to SHOP MORE in-store

%

plan to SHOP LESS in-store

Change in housing plans for those going to college / university, with most planning to stay at home

“Virtual is the safest option now. They can commute if needed but the numbers in most states show all need to be back on lock down. The states need to follow guidelines for safe opening that were skipped over and got us here.”

He lived in a dorm last year to get the “dorm experience.” He moved home (locally) when school closed and took summer classes online. He will continue to live at home and commute.

“Our daughter rents an apartment in the town where her school is. Her classes are all going to be online this upcoming semester but she is still staying in her apartment since she has a job and internship in the area.”

Consider starting your own back-to-school program with Reach3!

Back-to-School program to bring Seasonal insights to the organization across the Shopping Journey – Pre Shop, Shop & Post Shop

Chat

Connect with parents of students in Elementary, High School and/or College/University Cohorts via conversational methodologies ?

Mission

Instore and/or online missions to understand in the moment experience of Back to School Shopping ?

Live 1:1

In-Depth connects to understand Students and/or Parents and their journey for Back to School ?️‍♀️

Selfies

Student photo and video selfies to bring to life emotion around shopping for Back to School ?

Catch up on past reports: Click here.

A word on our approach

This research is not just another COVID-19 survey. This study was conducted using immersive mobile messaging-based conversational exercises that capture robust quant data and emotive qual inputs in real-time from our mobile COVID-19 community members in one seamless experience. Take a look at the video to see a demo of how our technology works…

Fine Print:
Field dates 7/30-8/5, Base: n=230

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