With two weeks until Airdrie students return to class, parents are facing what a national report says represents more than $4 billion in annual retail spending on back-to-school.
The research, released June 18 by analytics firm Caddle in partnership with the Retail Council of Canada, surveyed 1,211 parents of kindergarten to Grade 12 students. The survey was conducted in May.
The report found parents expect to spend between $600 and $750 per child this year. Ninety-one per cent said costs are higher than in past years, with 53 per cent describing them as “a lot more expensive.” That adds up to more than $4 billion in national retail spending.
Price was the leading factor in retailer choice. Eighty-nine per cent of parents said they actively seek deals, and 47 per cent said the best price is the main reason they pick where to shop.
Mass merchandisers, led by Walmart, remained the most common first stop, followed by Costco, Amazon and dollar stores. The report said mass merchandisers remain the go-to starting point due to price and convenience. That focus on price shaped not only where families shop, but how they plan.
Although many browse online, 99 per cent of parents said they plan to shop in-store. The report found 22 per cent reported using digital flyers such as Flipp as a planning tool, while 20 per cent cited store websites and 17 per cent mentioned search engines.
Most families reported shopping in multiple rounds. While 78 per cent said they felt confident they could finish quickly, only 19 per cent said they expect to complete their list in one trip. Most said they make two to three visits, and 18 per cent reported four or more.
Planning habits also varied by grade. Sixty-seven per cent of parents overall said they begin in late spring or early summer. Only one-third of high school parents said they plan purchases ahead, and 47 per cent said they shop on the fly.
The report also measured emotions. It found 25 per cent of parents described themselves as indifferent, 22 per cent organized, 16 per cent excited, 13 per cent stressed, 12 per cent overwhelmed and 11 per cent rushed. Parents who reported feeling excited, stressed or overwhelmed were more likely to rely on reviews and to change their minds based on them. Excitement, stress and feeling overwhelmed were more common in early and middle grades, while indifference and stress were dominant among high school parents.
Brand choices shifted as children aged. The report found nearly 70 per cent of kindergarten parents said they would choose private-label products, compared to under half of high school parents. Forty-seven per cent said lower cost was the main reason for buying store brands. Stationery was the most common private-label purchase, followed by food, clothing and backpacks.
Shopping dynamics also shifted. The report found parents of younger children were more likely to shop alone, while older children were more likely to join, especially in high school.
The report found the top challenges cited were finding good prices (53 per cent), staying on budget (37 per cent) and stock availability (25 per cent). Other challenges included coordinating school lists and getting children to agree on items.
The report did not provide regional breakdowns.
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