Pinterest Is Prominent in Back-to-School Shopping (Study)

School isn’t even over for many kids, but social media marketing platform Crowdtap already has its eye on back-to-school trends.

School isn’t even over for many kids, but social media marketing platform Crowdtap already has its eye on back-to-school trends.

Do you think it’s too early to be thinking about back to school? Crowdtap cited an eMarketer study, which found that 52 percent of shoppers will begin their back-to-school purchasing before August, with 12 percent doing so as early as June.

Pinterest is playing a significant role in back-to-school shopping, with Crowdtap finding that 27 percent of back-to-school shoppers plan to organize their lists via boards on the social network, and 25 percent saying that they will tap Pinterest for ideas for lunches and snacks for their kids.

Other findings by Crowdtap included:

  • 37 percent of shoppers cited blogs and social media as the platforms that influence their back-to-school shopping most, with traditional media close behind, at 36 percent, and online ratings and reviews at 27 percent.
  • 45 percent will use social media platforms as their go-to back-to-school shopping source for food and snacks.
  • Brick-and-mortar stores still rule back to school, as 64 percent of shoppers said they prefer physical stores over websites and e-commerce sites for clothing, and 70 percent said the same for school supplies.
  • Shoppers value sales and promotions the most for clothing purchases and school supplies, while value is most important to them for snacks.


Crowdtap vice president of platform and creator partnerships Claudia Page said in a release announcing the results of the company’s study:

Back-to-school shopping is one of the most time-honored traditions for American families, and the process is increasingly starting in the places where U.S. consumers are spending their media time: with social media content that’s created by expert creators and their peers. While families still favor the in-store shopping experience for back-to-school, digital is playing a material role in the discovery process.

Readers: How do your back-to-school shopping habits compare with Crowdtap’s findings?

Image courtesy of Shutterstock. David Cohen is editor of Adweek's Social Pro Daily.
Publish date: June 2, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT