A study conducted by Pollara Strategic Insights shows that 79% of Canadians will be making online purchases for back-to-school items for their children instead of the traditional method of thronging the shops. The funding for this survey was provided by Visa Canada and it clearly showed that people intend to spend about $325 in brick and mortars shops, they will spend about $163 in online shopping for school items and accessories. It can be seen that the trend towards online shopping is increasing significantly in Canada and is catching on even for items such as stationary and other smaller items for school.
There are a number of reasons for this shift from traditional shopping to online shopping. These were also investigated in the survey and results revealed the following: “57% cite cheaper prices and 42% cite better sales and promotions as the main reasons for purchasing back-to-school items online.”
It seems shoppers believe that they can get better deals online and more offers and sales can be made use of which makes items more affordable. However, a large number of people still prefer the ‘real’ shopping experience, where they can properly view what they are buying, to the virtual one. TechVibes states that, “Additionally, 87% of shoppers surveyed admitted to “showrooming”—the practice of looking at items in-store before buying them for less online—with 41% admitting to doing this often.” This is because shoppers feel more confident about what they have bought when they have seen the item first hand and know how it actually looks, what qualities it has etc instead of when they buy online and are not really sure.
Dan Arnold, Associate Vice-President of Pollara tells TechVibes that, “Canadians are approaching the back-to-school season in a savvier way, looking online to help them get what they need for a price they’re willing to pay.” TechVibes adds that, “This emphasis on cost is underscored by the fact that 90 per cent of shoppers surveyed stated that they’ll be setting and following a back-to-school budget before going shopping.” Therefore, the main factor that has led to an increase in online shopping is that shoppers find it more economical and helps them keep to their budget.
“Canadians are looking to make online purchases that match their budget and priorities,” says Ann-Marie McIntosh, Visa Canada. “Additionally, we’re seeing that Canadians are logging on to avoid the hassles associated with busy retail periods. Crowds and lineups continue to be the number one pet peeve when it comes to shopping for back-to-school.”
Source: TechVibes
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