1 in 3 Shoppers Already Started Buying Back-to-School Gear

Most young shoppers will begin and finish purchasing back-to-school necessities in August.

This year, college shoppers are expected to spend a total of $54.1 billion during what is known as the second largest spending holiday of the year.

Retailers can expect similar back-to-school shopping trends as last year. Our consumer shopping survey found that 35% of 18-to-24-year-old shoppers have already started buying what they need to go back to school and another 55% plan to begin in August.

By the end of July, 1 in 3 shoppers will have already started purchasing what they need to go back to school.

According to Deloitte, those who start shopping earlier in the season typically spend more, but 2 in 3 back-to-school shoppers want to take advantage of deals throughout the summer.

Overall, most young shoppers don't want to spend more than one month browsing and buying back-to-school gear despite when they start shopping. By the end of the month, 1 in 4 school shoppers will be finished purchasing; however, the bulk of them won’t complete their shopping until the end of August.

78% of back-to-school shoppers will finish purchasing what they need by the end of August.

Find more back-to-school shopping trends

We anonymously surveyed 1,000 18-to-24-year-olds to understand their back-to-school shopping preferences. Get the full report “Consumer Shopping Trends: Back to School 2017.”


Topics: Trends Survey

Survey: No New iPhone Yet, Consumers Say That’s Ok


Apple made no mention of a new iPhone at its Worldwide Developers Conference (WWDC) keynote, and it doesn’t seem to matter to consumers. Three-in-four loyal iPhone users say they won’t buy Apple’s rumored 10-year anniversary smartphone. While only 2% say they will switch to an Android device, nearly half (45%) won’t trade in their current iPhone this year. 27% will buy an iPhone model that already exists.

Leading retail app platform, Branding Brand conducted a consumer survey of 1,000 iPhone owners, June 2-5, 2017, to understand anticipation around the next generation ”iPhone 8” and other Apple innovations.

Loyal Customers not Impressed
71% of survey respondents have been an iPhone customer for more than 5 years. 21% for 2-4 years, and 8% for 1 year or less.

“Even though the majority of our survey respondents are long-term, dedicated iPhone customers, nearly 70% say they aren’t impressed with Apple’s iPhone innovation currently,” said Chris Mason, co-founder and CEO of Branding Brand.

Excitement for AR and VR
Nearly half (46%) of survey respondents say they want augmented reality (AR) capabilities featured in Apple’s next smartphone. Overall, 24% want Apple to innovate virtual reality (VR) and AR capabilities and hardware.

“From a retail perspective, the biggest news to come out of WWDC was the ARKit, which will give developers and retailers the tools to create exciting augmented reality app experiences, like in-home try on and virtual interior design,” said Mason. “Apps are no longer simply an optional way for brands to create amazing digital shopping experiences. The new iOS 11 and features like Business Chat will make apps a necessity and key part of how retailers sell.”

When asked about other anticipated iPhone features, 26% of consumers are interested in wireless charging. Only 8% care about an edgeless screen, and 4% want to replace the home button with an in-screen touch sensor.

Apple Watch Still Stagnates
81% say they won’t buy an Apple Watch, compared to 83% who said they wouldn’t in a similar survey conducted in August 2016. 

About Branding Brand
Branding Brand is the retail industry's leading omnichannel commerce platform, powering mobile apps, sites, and in-store shopping experiences for over 200 enterprise brands. In addition to being named a Gartner "Cool Vendor" of apps, the Company is also the Forrester Wave Leader in "Mobile Commerce and Engagement Platforms.”

Topics: Trends Survey Company Press Release

Apple Pay Sees Double-digit Growth, Ties With PayPal


Retail purchases made with Apple Pay are growing, and consumers say it’s tied with PayPal as their preferred mobile payment system, according to research from
shopping app platform, Branding Brand.

Apple Pay Orders Increase
Retailers are seeing more purchases with Apple Pay. New shopping data from Branding Brand shows in-app purchases with Apple Pay increased 17% from March 2017 to April 2017. For context, Apple Pay orders comprised 26% of overall shopping app purchases in March.

“Over the past year, Branding Brand saw a steady increase in mobile purchases made with Apple Pay,” said Chris Mason, co-founder and CEO of Branding Brand. “What’s more, Apple Pay users overall are spending more than they do with PayPal. On average, customers who checkout with Apple Pay spend 17% more than users who checkout with PayPal.”

Apple Pay Catches PayPal
In Branding Brand’s survey of 1,000 Apple Pay users, when asked to rank their favorite in-app payment systems, PayPal and Apple Pay tied for first place. Amazon Pay, and retailer mobile payment systems like Walmart Pay and Target Pay trailed behind respectively.

Consumer Suggestions for Increasing Adoption
Industry reports have cited low customer adoption of contactless payments overall, but when asked what would make shoppers want to use Apple Pay, 50% said loyalty rewards. Overall, 70% of Apple Pay users want more retailers to offer the service.

About the Survey
Branding Brand surveyed 1,000 Apple Pay users from April 21-24 to learn how and why consumers use Apple Pay to buy products. For complete survey results, contact press@brandingbrand.com or stay tuned to Branding Brand’s blog for deep-dive recaps.

About Branding Brand
Branding Brand is the retail industry's leading omnichannel commerce platform, powering mobile apps, sites, and in-store shopping experiences for over 200 enterprise brands. In addition to being named a Gartner "Cool Vendor" of apps, the Company is also the Forrester Wave Leader in "Mobile Commerce and Engagement Platforms.”

Topics: Trends Survey Company Press Release

Attracting Amazon Prime Users

Amazon Prime

Amazon Prime members use the app to make purchases and they do it often. Branding Brand explored results from its
survey of 1,000 Amazon shoppers to understand more about Prime membership loyalty, and how retailers can target these shoppers

App Users are Loyal

Loyalty to Amazon runs deep for its smartphone app users — 64% are Prime members. Of all Amazon Prime Members, 95% said they buy at least monthly. Amazon’s app users shop similarly, with 90% buying at least monthly. 


Prime vs. Pricing

The convenience of having a membership is the leading reason 51% of Amazon Prime shoppers buy on Amazon (compared to 31% of all Amazon shoppers). This group cares significantly less about cost, with 18% saying they buy on Amazon for lower prices. However, Prime shoppers said lower prices and free two-day shipping makes them want to shop other retailers. 


While Prime members are literally bought-in for the convenience of Amazon’s loyalty program, retailers don’t have to set a price for customers to come back. Having the app increases loyalty and buying frequency, but only one-in-three retailers has one.

That’s not to say retailers that build an app will have shoppers flocking right away. A thoughtful digital strategy comes first.

An app that helps solve a pain point for shoppers could easily become a lifestyle fit. For more about these pain points and how retailers can address each step of the buying journey, check out the recap below from Branding Brand’s latest webinar featuring Forrester's Brendan Witcher. 

Topics: Trends Survey Company

Targeting Amazon's Power Shoppers


Adults who make 75% or more of their purchases with Amazon — the power shoppers — buy from the app and want loyalty rewards. A deeper dive into Branding Brand’s recent survey of Amazon shoppers learned more about this segment of customers to understand how retailers can attract them away from the retail giant.

Rewards vs. Shipping

Of the features that could sway Amazon’s customers to buy from other retailers, 51% of power shoppers ranked loyalty and rewards programs above free 2-day shipping, at 49%. Lower pricing still tops the wish list of features, at 59%. 


App vs. Mobile Site, Desktop

Power shoppers buy from Amazon’s smartphone app more than any other channel, at 28% — compared with the 26% who shop via desktop site, and 23% shop from smartphone site. This group is more comfortable shopping and purchasing on mobile, with 51% typically buying from Amazon’s app or smartphone site. 


Because lowering prices and offering free 2-day shipping can be cost-intensive for retailers, the fact that Amazon's power shoppers value loyalty and rewards programs more offers a less costly alternative for brands to pull in these customers.

Loyalty engagement is key to driving app adoption. Shoppers who download a brand's app are more likely to buy, especially when they get something in return from an effective loyalty rewards program. 

Learn more ways retailers can develop digital strategies to better compete with e-commerce competition from our webinar recap below. 

Topics: Trends Survey Company