Hunting for Deals with AI this Back-to-School Season
When it comes to back-to-school (BTS) consumer trends, shoppers are buying earlier and are more value-minded and strategic in how and where they shop.
Two consumer surveys from Lightspeed Commerce, a POS and payments platform, and consumer financing company Synchrony, also reveal the impact of inflation and the role of social media .
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This price-conscious mindset is shaping summer spending. The Synchrony research found that 75 percent of consumers polled said they were seeking deals and rewards tied to their summer plans. They're also taking shorter trips or choosing more affordable destinations to stretch their budgets. In addition, 62 percent of respondents said flexible payment options are helping them enjoy activities or make purchases they might otherwise delay.
The company also said 50 percent of those polled said they have applied or plan to apply for financing before making any summer purchases.
Budget-friendly summer holidays means more cash for school supplies and uniforms. In the Lightspeed BTS research, the report's authors said 56 percent of those polled said they expect to spend more than they did last year, which includes 14 percent noting they expect to spend "significantly more."
When they were asked what is driving changes in their spending, 35 percent cited inflation and 31 percent noted the wider cost of living.
"Many families are taking a strategic approach to managing those costs," the report's authors said. "Nearly three-quarters (74 percent) set a back-to-school budget, while 39 percent buy as soon as they spot a good deal, and the same proportion spends more time searching for coupons and discounts. One-third (33 percent) are shopping at lower-cost retailers, and 31 percent are choosing more generic brands."
When Lightspeed conducted the survey earlier this summer, 73 percent of respondents said they already started their BTS shopping. And 10 percent said they began shopping in June or even earlier. "Among those shopping earlier, 47 percent said doing so helped them spread costs over time, while 40 percent were concerned that prices might rise later in the season," the report's authors said.
Regarding what shapes trends, social media is cited as influencing what children want. The survey showed that 58 percent of parents polled said social media or online trends "have definitely or indirectly influenced" their child's BTS requests this year. Close to two-thirds of respondents said they at least sometimes "pay more than planned because their child asks for a specific brand or trending item."
The research showed that 35 percent of those polled said they believe trends and social media have greater influence on BTS shopping than when they were growing up. Half also said they believe BTS shopping it is much more expensive now.
To find the best bang for their buck, parents are using AI but are cautious in its use. The report found that 41 of respondents have used AI to compare prices and find deals. Meanwhile, 22 percent said they have used it for product recommendations, while 20 percent used it for shopping lists or budget planning.
Most used AI for seeking lower prices (33 percent) and comparing products (26 percent). Nineteen percent used AI to stay within their budgets. And just 5 percent used it to make direct purchases. Twenty-seven percent said they would not trust AI for shopping at all.
Dax Dasilva, founder and chief executive officer of Lightspeed Commerce, said BTS shopping is becoming "more intentional, more price-conscious and more digitally driven."
The CEO said parents are increasingly "using AI to compare prices, surface deals and plan purchases more efficiently, but they still want to stay in control of the final decision. For retailers, that means the opportunity is not just to compete on price but to build trust and deliver transparent, value-focused shopping experiences across every channel."
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