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Millennial Parents in Canada More Likely to Buy Back-to-School Apparel in Stores

For back-to-school apparel shopping this year, Canadian parents ages 25 to 34 aren’t searching for deals online.

According to a recently released GfK study, 44 percent of millennial-aged parents in Canada anticipate spending more on BTS shopping in 2016, compared to 34 percent of all Canadian parents. Furthermore, most of that shopping will take place online, with 79 percent of millennials opting to buy their children’s BTS items in-store rather than online.

Similarly, all Canadian parents plan to do most (84 percent) of their shopping in traditional retail stores and only 16 percent online. When it comes to BTS clothing, 77 percent said they will buy it at brick-and-mortar locations.

Despite preferring to shop in person, that doesn’t mean e-commerce doesn’t play a part in the path to purchase. Before going to shops, 40 percent of Canadian parents said that they would “webroom” for back-to-school clothes, also known as digital researching. Another 43 percent said that they will just visit locations and not search the web beforehand.

For brick-and-mortar stores, 70 percent of Canadian parents reported that they are likely to shop at mass merchandisers (73 percent) and traditional department stores (65 percent).

Scoring deals was also important for all Canadian parents, including the Gen Y group. Almost all (97 percent) of Canadian parents said that they will use coupons or discounts for this year’s back-to-school season. In regards to apparel, 72 percent said they would buy more sale items and 48 percent said they would only buy what they needed in their budget. Social media platforms also played a critical role in back-to-school savings, with 66 percent of Canadian parents using Facebook, Instagram and Twitter to find out about product promotions.