Class is back in session, and retailers are looking ahead to the upcoming holiday rush. The annual cycle keeps moving. After all, consumer behaviors and preferences evolve continuously; retailers need to keep their sights set on “what’s next” if they hope to compete during the industry’s key traffic periods.

Moving on from back-to-school quickly is part of the retail playbook; it’s important to plan for the next big shopping rush. However, it’s just as important that retailers take a moment to reflect on their performance in July and August, as there’s much to be gained from looking back.

Sensormatic Solutions recent back-to-school survey shed light on the topics on shoppers’ minds as they prepared to stock up on supplies. With only a few days left until the season wraps up, retailers can begin to compare these findings to actual back-to-school performance to form a picture of what they might expect this holiday season—and a map for meeting shoppers where they are:

This back-to-school season, shoppers showed continued enthusiasm for in-store experiences in theory and practice. Our survey found that nearly three-quarters (74%) of back-to-school shoppers believed they would do at least some of their shopping at brick-and-mortar retailers, and 43% planned to use “buy online, pick up in store” (BOPIS). Though year-over-year volume has been down overall in 2024, in-store traffic has picked up in recent weeks, with week-over-week foot traffic growing steadily throughout the end of July and beginning of August.

The survey also showed that, as usual, apparel and accessories and footwear would be among shoppers’ top spending categories. Our traffic data confirmed this, as apparel and accessories retailers were up 3.4% and footwear retailers were up a whopping 7.7% to start August—which included the predicted peak back-to-school shopping periods in the South, West and Midwest regions.

Shoppers’ concerns about security remained top of mind this summer—likely a relief to retailers who are also worried about crime’s effects on business. Almost half (44%) of survey respondents shared that safety and comfort are among the most important factors they consider when choosing a retail location.

However, with convenience still a critical factor for shoppers, tailoring security measures for individual stores remains. While half of shoppers said that they are at least somewhat likely to purchase items stored behind lock and key, nearly one-quarter (23%) said deterrents like these might stop them from making a purchase.

Amid ongoing inflation and economic concerns, back-to-school shoppers noted that they were more cost-conscious heading into stores this summer—and that’s unlikely to change with the season. Nearly two-thirds (61%) of survey respondents said they planned to spend less this summer than in the previous year, and three-quarters said price is crucial when making in-store shopping decisions. Meanwhile, Deloitte’s 2024 Back-to-School survey found that shoppers have been overlooking loyalty to specific brands or retailers to take advantage of better prices.

Retailers shouldn’t fret; knowing shoppers prioritize price over most other factors provides an opportunity to capture new customers. Furthermore, Deloitte found that 85% of back-to-school shoppers were willing to spend more on the right product or deal.

Today’s shoppers are drawn to brands with strong values that align with their own. This is particularly apparent in consumers’ attitudes toward sustainability in retail, a topic 83% of shoppers shared would play a role in their back-to-school purchasing decisions. To do their part, respondents shared that they plan to use reusable shopping bags (45%), choose sustainable packaging and avoid materials like plastic (41%), opt for eco-friendly materials in products (38%) and purchase goods from second-hand stores (26%).

So far, these values-driven consumers seem to be putting their money where their mouths are, particularly when it comes to second-hand apparel. A recent ThredUp report on the state of resale apparel found that the second-hand market’s value is growing three times faster than the overall market. Branded resale is also on the rise, with nearly three-quarters of retail executives who don’t currently have a program in place saying they may launch one in the near future.

Things change fast in retail, but some things stay the same. Chief among them: experience is everything. As we close the books on one retail rush and charge into the next, what drew in shoppers this summer provides a solid starting point for holiday planning—and planning for a new year. And if what shoppers saw from retailers over the past few weeks is any indication of what’s to come from in-person shopping come November, the industry is more than up to the task.

Grant Gustafson is the head of retail consulting and analytics at Sensormatic Solutions