Back-To-School: Parents Focused on Basics – Not Tech Items

With worrisome signs about the economy looming over the heads of consumers that just won’t go away, new research from Publicis Groupe’s MediaVest shows that parents are much more focused during this back-to-school shopping season on basics like clothing and supplies. They are less interested in spending on bigger-ticket items, such as computers, phones and software.

And most back-to-school shoppers will be paying strict attention to the prices they pay. They say they are keeping a sharp eye out for advertised sales, discounts and rebates, the research found.

Last year, when there was generally more optimism that the bad economic times were receding apace, coupled with high demand for Apple’s new iPad mobile device, electronics purchases were the top priority for back-to-school shoppers, per agency findings.

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