Online shopping takes second place in a survey by Deloitte for first-time buyers. However, 57% intend to research products online before buying them in stores. And 40 percent of these consumers prefer stores that allow pick up options for online orders. This is preferred because it allows consumers to save on shipping costs and receive the item at a time that is most convenient for them.

The two biggest factors that remain the same are that value and price are the biggest priority for consumers. There is a lot of competition for businesses as the consumers are now equipped with a myriad of different retail channels that they could use to obtain back-to-school supplies. Consumers can even check to see if an item is in stock before they head to the store for a purchase. This might reduce expected foot traffic and impulse buys as customers are far more organized and specific about what they want, where to get it and when.

There is a polarization of consumers due to rising prices of these supplies. They are split into those who are comfortable with spending more and those who simply can’t. About 67% of parents are willing to spend between $100 and $500 on back-to-school supplies, making them price conscious. And 41% are looking to spend over $500, making them more focused on value than price. What most people in these two categories have in common is their destination. 90% of the people in the two groups are looking to do their shopping at discount/mass retailers.  Families with kids headed to college are looking to spend about $1,223 on supplies.

In conclusion, the American consumers today are willing to spend a lot but it comes down to value and price. And while online shopping does add the conveniences of in-store-pickup and SKU checks it brings the fear of online security with over half (55%) the people in Deloitte’s survey said they were worried about their security with online shopping. This gives retailers three goals to attract the most consumers: Offer the best prices, value and security.