The Emodo Back-to-School Shopping Study: Spring 2022

Soon, lots of consumers will be shopping for the 2022 school year. This year, their shopping plans and perspectives are different. While the outlook for health and COVID safety may be looking a little brighter, it’s still uncertain. And now, back to school shoppers have an additional overarching concern: the economy.

As retailers, brands and agencies refine their back-to-school campaigns, it may be helpful to have an understanding of the mindset of the back-to-school shopper.

This report highlights the key findings from a recent survey of 400 parents, teachers and college students intending to shop for the upcoming school year. The survey was conducted by Emodo in April and completed in early May, 2022. The report provides a snapshot of the following:

  • The shopping window: When consumers plan to start their back-to-school shopping
  • Spending expectations: 2022 budgeting and purchase plans vs. last year
  • Primary concerns: Key issues that may affect shopping decisions
  • Shopping preferences: How and where consumers plan to shop