Spending Shift: More Buying at Moment of Need

Consumers are showing signs of shopping for items as they need them instead of buying a month or two ahead, as evidenced by a recent survey on back-to-school apparel shopping.

Contrary to shopping the traditional peak month of July, the shoppers surveyed said they are waiting until August or September, according to a survey conducted by The NPD Group market research firm. Roughly 55 percent of those surveyed said they will finish back-to-school shopping in August and 19 percent said September, making September the second largest buying month for back-to-school.

Marshal Cohen, chief industry analyst for The NPD Group, added, “When so many consumers are planning to do their back-to-school shopping in the months not traditionally considered part of the season by retailers, it’s time to break with tradition and change the way we market and measure this shopping season.”

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