2024年返校季购物回顾：消费者在购物中展现智慧

r/Success r/Study r/NextSteps r/Creative r/BackToSchool Moments Back-to-school K-122025 “ Backtoschoolin2024wasdefinedby smartshoppingConsumersarebeing thoughtfulabouttheirspending,prioritizingnon-discretionarypurchasesastheycontinuetofacehighinterestratesand KatherineCullen NationalRetailFederation,VPofIndustryandConsumerInsightsspeakingabout2024backtoschoolshoppinginreview 2 lingeringinflation. Consumerssoughtoutthebestvaluefortheirback-to-schoolpurchases Whetherlookingfordealsorsimplyfeelingconfidentthattheproductsthey’rebuyingprovidethebestvalueformoney,thissmartshoppingtrendisn’tgoingaway. r/frugalr/povertyfinance +30% YoYincreaseinscreenviewstovalue-focusedsubredditsduringtheQ3back-to-schoolshoppingperiod1 3Source:RedditInternalData,Globaldata,Q32024vs.Q32023 Smartshoppingstartswithconversations… Conversations Drive 4 Decisions forbacktoschool College&Educationinterestgroup 940+communities 555M+ monthlyscreenviews 36M+ monthlyengagements (posts,votes,comments) 5Source:RedditInternal,Global,October2024 01 Backtoschoolinsights Reachparentswheretheydotheirhomework Redditranksasthe#1platform #1amongparentsfor“decidingto purchaseaproductbasedon theinformationfoundonthis platform.” Rankedhigherthanothersocialplatforms: Source:Reddit,USA,Parentsandbacktoschool,n=500,A25-65,ParentsofStudentsonRedditvsParentsofStudentsonotherplatforms*,MonthlySocialMedia 7Users,AttestSample,October2024,Question:Whichofthefollowingsocialmediaplatformsdoyouusewhenlookingintoproductsforcollege/universityforyourchild(ren)goingbacktoschool?Selectallthatapply. Redditconversationsinfluencepurchasesateverystageoftheschoolshoppingjourney DiscoveryValidationDecision r/parentingr/preschoolersr/daddit Goodschoolbackpacksforyoungkids? Iknowwe'reallenjoyingsummer,butIcan'thelpbutthinkaboutthenewschoolyearcominguprightaroundthecorner.Whatareyouallfindingtoworkforyourkids?Areyouusingrollerbags?Aspecificbrand? What’sthesweetspotforkids' backpacksizes? Mysonisstartingpreschoolin3weeks.TheschoolaskedustogetbackpacksthatcanfitafoldersoIknowithastobeatleast12incheslong.I’minbetweenthesetwo backpacksI’vefoundin13-15inches. Mykidisreadyforschool. Wegotourkiddoanewbackpackforthenewschoolyear,andhe’sallsettogo!It’stheperfectsizeforhimandfitseverythingheneeds. Vote Comments Vote Comments Vote Comments 8 86% Redditusersofferusefuladviceandrecommendationsforallthingsforbacktoschool. 85% ItrustuserreviewsanddiscussionsonReddittohelpmemakedecisionsonpurchasesforschool. ParentsrelyonReddittogaintheconfidencetomakeback-to-schoolpurchasedecisions fortheirfamily ParentsofstudentsonRedditagree… 80% Reddithasmoreusefulrecommendationsforproductsforschoolthangenericsearchplatforms. Source:Reddit,USA,Parentsandbacktoschool,n=500,A25-65,ParentsofStudents,MonthlyRedditUsers,AttestSample,October2024,Question:Asaparent/guardianof 9astudent(s),howmuchdoyouagreeordisagreewiththefollowingstatementsaboutReddit? Redditconversationshelpparentsvalidateschoolpurchasesfor Back-to-schoolshoppingspendforparentsonReddit2 theirchildren plantospend $500+ plantospend <$300 Infact,85%ofparentssaytheytrustuserreviewsanddiscussionsonReddittohelpmakedecisionsonpurchasesforschool.1 $400+ 1-in-2parentsonRedditspend$400+onback-to-schoolshoppingforthisupcomingyear.2 plantospend $300-$499 Source:1Reddit,USA,Parentsandbacktoschool,n=500,A25-65,ParentsofStudents,MonthlyRedditUsers,AttestSample,October2024,Question:Asaparent/guardianofastudent(s), 10howmuchdoyouagreeordisagreewiththefollowingstatementsaboutReddit?;2Reddit,USA,Parentsandbacktoschool,n=500,A25-65,ParentsofStudents,MonthlyRedditUsers,AttestSample,October2024,Question:Approximatelyhowmuchhaveyouspent/doyouplantospendonbacktoschoolshoppingforthisupcomingschoolyear(2024-2025)? ParentsofstudentsturntoReddit ateverystepofback-to-schoolshopping Backtoschoolconsumerpurchase journeyforparentsonReddit Discovery 71%discoveredandlearnedaboutnewback-to-schoolproductsorbrandsonReddit. Consideration 70%comparedspecificfeaturesandreviewsofback-to-schoolrelatedproductsorbrandsonReddit. Decision 66%saytheydecidedtopurchaseaback-to-schoolproductbasedontheinformationfoundonReddit. Morethanthesesocialplatforms: 11Source:Reddit,USA,Parentsandbacktoschool,n=500,A25-65,ParentsofStudentsonRedditvsParentsofStudentsonotherplatforms*,MonthlySocialMediaUsers,AttestSample,October2024,Question:Asaparent/guardianofastudent(s),howmuchdoyouagreeordisagreewiththefollowingstatementsaboutReddit?*Otherplatformsinclude:Facebook,Instagram,TikTok,X,Snapchat,Pinterest ParentsturntoRedditfortrustedrecommendationsforalloftheirback-to-schoolproductneeds Inpreparationforback-to-school,parentsresearchedthefollowingcategoriesonReddit: 48% 47% 46% 45% 45% Health& wellness Productslikevitamins,medicine,supplements,thermometer,sanitizer,etc. Sports&fitness products Productslikeweights,stationarybike,sportsequipment,etc. Electronics& technology Productslikelaptops,cellphone,tablets,headphones,etc. Apparel& accessories Productslikecloth