There is a real siege in stores due to the return of children to school, which will take place in just over a week. A study by UCE RESEARCH and the BLIX Group shows that more than half of parents intend to buy a school kit in stationary stores, usually at discounters.
School layette on promotion
The UCE Research and BLIX Group survey conducted a month before the start of the new school year, the details of which are disclosed by Wirtualna Polska, show that almost 61 percent. parents intend to buy a school kit on promotions. Every fifth wants to buy half of school supplies occasionally, and only 4.2 percent. will shop at regular prices. – Poles eagerly use promotional leaflets and platforms that help them find the best offers. The current economic uncertainty is especially encouraging them to save. We are also now seeing a strong increase in the activity of applications aggregating discounts of retail chains – comments Marcin Lenkiewicz, vice president of the BLIX Group in an interview with the portal.
It is worth noting that a year ago, only 36 percent declared the purchase of a school kit on promotions. parents, and almost 12 percent. at a regular price. – Less money than a year ago in many people’s wallets means that they care more about promotions. Stores communicate cuts more strongly because they want to rebuild turnover. Lower prices are unlikely to increase profits, but trade is revived, explains Dr. Maria Andrzej Faliński, a retail market expert.
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Preferably at discounters
Where are the Poles going to stock up on school supplies? First of all, in discount stores, where such purchases are planned by as much as 77.4 percent. study participants. Nearly 40 percent To do this, they will go to a hypermarket (several stores could be selected in the survey). – Discounters have been associated with the cheapest shopping by Poles for many years. The display of art. promotions evoke a sense of opportunity in customers. This will certainly generate increased revenues from leading discount chains – predicts Tomasz Jabłoński, president of the BLIX Group.
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It turns out that despite the pandemic, which has contributed to a marked increase in interest in online shopping, in the case of school layette, most, more than half of parents (58.7%) intend to buy it in a traditional way. Every fourth respondent plans half-a-half shopping in this area, and only 3.2 percent. buys school supplies only online. According to experts, the low interest in online shopping is a result of the relaxation of restrictions introduced in the spring in connection with the coronavirus. – The relative loosening of restrictions resulted in the fact that Poles still prefer to shop in the stationary. However, they approach them more task-oriented than six months ago. They prepare themselves more meticulously, and more often they use shopping lists – explains Marcin Lenkiewicz.
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However, some experts do not rule out that the interest in online shopping will increase just before September 1. – The vast majority of Art. schools will be bought in stationary, according to declarations. The number of online purchases may increase only just before the children return to school, especially when the number of cases increases – predicts Dr. Urszula Kłosiewicz-Górecka from the Polish Economic Institute in an interview with WP.
The study also shows that every fourth parent plans to complete school kits in two stores, and 16.3 percent. in three. Less than 13 percent. declares that he will buy school supplies in one store. WP notes that a year ago, the interest in shopping in several stores was greater. – This is an interesting change. It results from the desire to minimize the risk of visiting too many facilities at once. In addition, the pandemic situation is still unclear and some people are therefore unable to provide an unambiguous answer – comments Maciej Boroń, marketing and consumer behavior expert.
The study was performed using the CAWI method by UCE RESEARCH and the BLIX Group at the beginning of August 2020. 1002 parents planning purchases related to the return to school of children aged 6-19 participated in the survey.
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