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More than half are seeking out beauty products.
August 11, 2015
By: Melissa Meisel
In order to understand the way influential Millennial and Gen Z consumers shop during the all-important back-to-school season, Teen Vogue and the International Council of Shopping Centers (ICSC) partnered to explore and identify how malls, the web, and social media factor into their retail experience, how much they plan to spend, reasons for shopping in-store versus online, and more. According to the online survey, which yielded more than 1,000 responses from Teen Vogue’s “It GIrl” panel: Back-to-school is an important time of year for Millennials, with 80% of respondents saying it’s a chance for a fresh start, and 70% of them looking forward to trying new trends and styles. And they’re choosing to shop—84% of respondents plan to spend the same or more this year on back-to-school purchases. Trend Report: Top Three Ways Respondents Spend Their Own Money 83% Fashion 72% Dining out 64% Beauty products The month of August is crucial for retailers—but so are September and October, with 47% of respondents saying they will start shopping before school starts but continue throughout the fall. In-Store Still Sells 59% of respondents will primarily shop in-store for their back-to-school purchases, 35% will shop both in-store and online, and just 6% will shop exclusively online. Malls Matter to Millennials They look forward to spending time at the mall during the back-to-school season. Top Three Reasons: 73% They like that so many stores are in one place 44% They love in-store promotions 33% They can shop with friends Social Media Shoppers Smartphones are an essential element of back-to-school shopping, with 75% of respondents saying they will seek out inspiration and ideas on social media. On average, respondents dedicate 2.5 hours a day to fashion and style on social media. Trend Report: 68% will research deals and promotions while shopping 43% will visit the store or brand’s website while shopping Most Popular Social Media Platforms Where they will talk about and share images of back-to-school shopping: 78% Instagram 55% Snapchat
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