Back-to-school shoppers are using more tech gadgets but buying fewer tech goods

Back to school doesn’t mean going back to technology updates. With inflation rising unmatched by wage growth, and consumer confidence deteriorating, parents are turning to the Internet more to find deals, even if they are not necessarily buying new technology products, according to Deloitte’s 19th Back-to-School Survey.

For the fourth year in a rowback-to-school shoppers will spend less per child — $557 — as well Inflation continues to rise57% of parents believe the economy will get worse in the second half of the year. This is the highest percentage since the emergence of the Covid-19 pandemic in 2020, the survey said.

This spending will be less on technology, at an average of $417, down 16% from $498 last year. Conversely, parents will spend $323 on clothing, a 22% increase from $264 last year. Clothing costs It rises.

To compile its findings, Deloitte convened an independent research panel, which conducted an online survey of 1,207 parents who have at least one child entering grades K-12 this fall. The research was conducted May 22-29, and has a margin of error of plus or minus 3 percentage points.

Spend less on technology

Thanks to the artificial intelligence boom that led to “Ramageddon“- Global shortage of memory chips supplies – Prices of all kinds of technical products are much higher. Laptops, Phones and Gaming consoles They are hundreds of dollars more expensive, and that’s not going away anytime soon.

Consequently, parents are reluctant to purchase technology for the new school year, Deloitte found. Back-to-school shoppers will spend $81 less on technology, which the survey said includes computers, appliances, gadgets and digital subscriptions.

Gone are the days of rushing to upgrade. A CNET TechPulse Group research study It found that 73% will keep their devices as long as they’re still working, and 76% won’t upgrade until they think the new devices are “clearly worth it.”

Online arsenal

Amid concerns about the economy, parents are making the most of the Internet to get the most bang for their buck. The survey found that 80% of people use at least one online method, and the more they use, the more they spend. People who use search, social media and Generative artificial intelligence (He loves ChatGPT, twin and Claude) They will spend $737 per child this year — $206 more than parents who use search and social media but not artificial intelligence, the survey found.

Retailers are advised to take into account the correlation. “The implication is clear: the more digitally engaged a shopper is, the greater their spending potential,” the authors said.

But Deloitte found that back-to-school shoppers are using the Internet to learn about promotional events, such as those offered by major retailers like Amazon, Walmart, and Target. The survey found that 68% of parents plan to shop during these promotions, and 54% said they often make unplanned purchases due to promotions and discounts.

These price hunters often end up spending more as they expand their budgets to cover more items, the survey said. Researchers classified 31% of parents as “extreme value seekers,” those who use four or more of these strategies: switching to a cheaper brand, choosing private label rather than name brands, shopping at more affordable retailers, buying in bulk and using cash-back sites. These parents will spend 14% more.

The impact of Gen AI is supported by recent data. A May provide reporting from Adobe Analytics It found that consumers who referenced retail locations via AI tools spent 53% more money than shoppers who didn’t. Data has shown that people who use AI for shopping recommendations stay longer on retail sites and are more likely to buy something.

Deloitte told CNET that parents surveyed plan to use AI in different ways this year — comparing prices (22%), researching products (19%), finding new products (15%), budgeting expenses (15%), reading reviews (14%) and completing purchases (10%).

Deloitte said so The survey included 67% of retail managers We will have personalized experiences, targeted campaigns and AI-driven loyalty programs over the next year.

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