By: Ruth Ferguson, NDG Editor
It is merely a matter of math. And when it comes to back-to-school shopping, Dallas consumers are planning to subtract from their spending budget.
According to a recent survey by Deloitte, Dallas/Fort Worth shoppers planned to spend less on back-to-school this year. Nearly 8 percent is less than last year’s spending at an average of $517. While this is in line with the national average of $519, it did top the list for the Southern region of America.
When asked if this decrease in spending is a forecast of potential economic choppy waters, Kevin Lane, a Deloitte principal, says not necessarily.
“Perhaps it is a shift in consumer preferences, time will tell,” Lane stated.
He acknowledged that while certainly, seven percent (7.8 percent) got everyone’s attention, they simply need to watch the data ahead.
“I don’t personally invest too much worry in that outcome yet,” Lane stated. The purpose of the study is the ability to share what they consider a good heartbeat for what is coming ahead for retail clients and stakeholders. He added, “it benefits the industry to understanding the coming trends.”
While it seems headlines would suggest doom and gloom for retail stores, Lane points to those who create a successful cross channel experience for shoppers. Their online presence supports the shopper’s in-store experience. In fact, back-to-school shoppers remain primarily in-store shoppers, but they start online. Retailers who successfully create a convergence of the best parts of both channels to create a great experience stand out with consumers.
“In-store consumers are often influenced by their digital experience while in the store,” Lane stated. For example, a busy mom uses her digital devices to price check while in the store to confirm she has discovered the best price. Retailers focused on channel integration can provide her with information better and faster online, Lane added.
