Survey Shows Walmart is Maintaining Its Dominance from the Previous Year among Moms Shopping for Back-To-School Clothing and Supplies

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When choosing where to shop first for back to school supplies, consumers once again chose Walmart by more than 2 to 1 over the next closest retailer according to a consumer perception study conducted by leading market research firm ClickIQ.

ClickIQ Back-to-School Survey
When respondents were asked which retailer they planned to go to first to purchase their school supplies, Walmart was selected by 47% of shoppers, down slightly from 51% the previous year.

Consumers with school aged children were surveyed in July 2012 regarding their plans for back-to-school shopping. The survey was then compared to the same survey conducted by ClickIQ in July 2011 to observe shopping behavior patterns and possibly behavior changes. The comparison found that the results from the 2012 survey rarely showed more than a couple of percentage points difference in most responses from the 2011 survey.

When respondents were asked which retailer they planned to go to first to purchase their school supplies, Walmart was selected by 47% of shoppers, down slightly from 51% the previous year. Just like last year’s results, Target posts a distant second at 22% but this reflects a small gain over the previous year’s 20%. Leading the rest of the pack in the single digits is Staples at 9%, up slightly from 8% a year ago. When asked the drivers behind the various retailer choices, the dominate reasons selected were price at 76%, down from 78% a year ago, and convenience at 52%, up from 49% last year.

When respondents were asked to select the number one place they plan to shop for back-to-school clothes, Walmart leads again at 23% (24% a year ago), but the margins are smaller. 16% selected Kohl’s as their number one place to purchase school clothes, up from 14% last year. Target and J.C. Penny switched order this year with Target going from 11% to 12% and J.C. Penny dropping from 13% to 10%. When combining the Gap and Old Navy brands, the retailer went from 12% last year to 10% in 2012.

When respondents were asked to select all of the retailers that they plan to shop for back-to-school clothes, a couple of retailers held ground from the previous year but some retailers took a noticeable dive. Walmart stayed close to the same with 54% compared to 56% last year. Once again, Target closely followed with 50% (same as last year). Gap and Old Navy took a significant drop from 61% to 47%. Others seeing a decline include Kohl’s which went from 45% to 39%, J.C. Penny from 37% to 33%, Macy’s from 19% to 13%, and Children’s Place from 20% to 12%. With Online shopping rising significantly year over year, one of the more note-worthy results from the survey was the drop in Online clothes shopping from 17% a year ago to 12% this year.

Methodology

The most recent study: Data was collected in an online survey with 402 of ClickIQ’s US consumer panel from July 27, 2012 through July 31, 2012. Target respondents were moms who have school age children under the age of 18 living in the household.

Previous year’s comparison study: Data was collected in an online survey with 404 of ClickIQ’s US consumer panel from July 14, 2011 through July 15, 2011. Target respondents were moms who have school age children under the age of 18 living in the household.

The respondents are not the same individuals as last year, so all comparisons made are only directional.

The results from each survey have a margin of error of +/-5% at a 95% confidence level.

About ClickIQ

ClickIQ, Inc., based in Minneapolis, Minnesota, is an award-winning market research firm that employs fully integrated online management tools, a proprietary consumer panel, and skilled market research analysts to deliver quantitative consumer and shopper insights to some of the best known and most respected companies across the U.S.

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Robert Boese
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