The new back-to-school: Deeper discounts, longer sales
Hadley Malcolm, USA TODAY 11:53 a.m. EDT August 11, 2014
You may be basking in the last few weeks of summer and counting down to Labor Day getaways, but for retailers it was time to go back to school a month ago.
That’s when many of them started promotions for one of the biggest shopping periods of the year — one that’s also become perhaps the most prolonged shopping period of the year, with families buying back-to-school items from practically the fourth of July until after classes start. Deloitte’s annual back-to-school shopping survey out last month found that more than a quarter of parents plan to finish their shopping after the start of the school year.
“We’re seeing it expanded out throughout the season,” says Steve Bratspies, executive vice president of general merchandise for Walmart. He says customers are shopping more frequently and making smaller basket purchases over a longer period of time rather than doing one huge buy.
And that means stores are throwing absurdly cheap prices — think 17-cent notebooks — and price-matching guarantees at customers in an effort to stay relevant and competitive over three months of back-to-school shopping.
• Staples is offering a 110% price-match: If a customer finds a product cheaper somewhere else, Staples will match the price plus give the customer back 10% of the difference. And those 17-cent notebooks are part of a list of items at low prices for the entire shopping season. Rulers, glue, paper, colored pencils, erasers, crayons, ballpoint pens and markers are all on sale for a dollar or less through Labor Day.
• Walmart has 30% more back-to-school items available online than last year and is reducing prices on 10% more back-to-school items than last year both online and in stores. This month, a price-matching pilot program rolled out store-wide. It allows customers to enter an ID code listed on their in-store receipt at Walmart.com and compare the prices of everything they bought to all advertised prices from that week. If Walmart’s prices were more expensive, it will refund the difference in the form of an e-gift card.
