Parents are more likely to give "bad reviews" during the back-to-school season

According to the survey, parents doing back-to-school shopping are more likely to be influenced by "bad reviews" and are more likely to post "bad reviews".

The survey, conducted by Oracle Retail and polling more than 5,000 consumers worldwide, found that responses to the same questions from parents and non-parents differed significantly.

According to the survey, 62% of parents said they are "very affected" by negative comments on social media, but only 22% of non-parents said so. Additionally, 42% of parents would leave a negative comment on social media, compared to 10% of non-parents. Instagram (27%) and Facebook (25%) are the social platforms that have the greatest influence on shoppers, according to the survey.

When it comes to returns, nearly half (49%) of parents surveyed have returned items by mail, compared to just 32% of respondents without children.

About a third of parents surveyed ( 31%) said they were most likely to return items by mail or drop-off/pickup, more than double the rate of parents without children (15%). According to Oracle Retail, these results could signal an increase in these return methods in the coming months, especially during the back-to-school shopping season, as parents buy their children's items, let them try them out and return them without leaving the house.

For parents, accurate tracking of order status (e.g., real-time updates on the package’s location throughout the delivery process) was a higher priority, with 82% of parents saying it was important, compared to 66% of non-parents. Among respondents without children, 30% said it was indifferent, nearly twice as many as parents (16%).

Oracle Retail recommends that sellers prioritize detailed order tracking and sharing with buyers when serving parents during the current back-to-school season.

According to eMarketer, among the items parents want to buy, products related to epidemic prevention and control will continue to grow, such as hand sanitizer. Spending on these products will increase by 40% to $2.9 billion, while spending on clothing and accessories will decline for the second consecutive year.

Back to school season

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