According to the National Retail Federation’s (NRF) annual survey, over half (57%) of US consumers will conduct their back-to-school shopping online.
In response, major retailers are preparing for the season by stocking a diverse range of products.
Walmart is the leading retailer, capturing the largest share of back-to-school sales at 34%. The retailer is offering thousands of back-to-school products, from pens and backpacks to first-day fits and lunchboxes, under $10.
About the Report
MetricsCart’s Digital Shelf Insights is a monthly report in which our data experts analyze various brands and categories.
In this latest edition, we analyzed school supplies products available at Walmart in August 2024.
Methodology
This report provides a comprehensive analysis of Walmart’s back-to-school products based on data collected from 1,548 school supplies products. The study covers the period from August 2, 2024, to August 9, 2024.
The insights cover metrics such as product reviews, pricing trends, discounts, and customer ratings, offering a detailed view of customer preferences during the back-to-school season.
Key Findings
- Walmart offers more than 1000 school supplies products under $10.
- Sterilite Small Pencil Box is the product with the highest discount percentage.
- Crayola dominates the top five products in reviews
- Crayons and Markers are the best-selling category under Walmart school supplies
Pricing Breakdown: Majority of Products Under $10
According to Ankura’s 2024 Back-to-School Shopping Survey, price (84%) is the No. 1 factor influencing shoppers’ decisions about where to buy back-to-school items.
“The back-to-school and college season is an important time for retailers and consumers. Retailers have anticipated this demand and are well-positioned to offer a variety of products at competitive prices.” – Katherine Cullen, Vice President of NRF.
The vast majority (69%) of school supplies are priced below $10, which aligns with the back-to-school budget-friendly shopping trend. Customers are seeking low-cost, essential items for school, with far fewer products in the higher price ranges.
Based on the findings of MetricsCart market intelligence, 1068 products cost less than $10, and 294 products are priced between $10 and $20. Walmart offers more than 1500 school supplies items, but only 25 products cost more than $50.
Moreover, Walmart provides a separate filter that allows consumers to view and purchase products for less than $1.
Discount Trends: Walmart Making School Supplies Affordable
With the majority of consumers being budget-conscious, brands need to offer discounts and loyalty programs to get consumers to purchase from them.
According to a March 2024 survey from Bizrate Insights, 57% of consumers say they value special offers/discounts based on their shopping habits.
- The average Walmart discount on school supplies is 11.63%.
- Walmart offers more than 80 school supplies at a 60-70% discount
- 60 products have a discount between 50% and 60%.
While most items are offered at a minimal discount, with 1,024 products in the 0-10% discount range, a few products, mainly pencil cases and storage items, are heavily discounted.
The highest discount percentage is 86.12% for the Sterilite Small Pencil Box Plastic Cobalt Tint, which is listed at $6.99. sovlvnd pencil pouch is another product with more than 85% discount. It is also listed at $6.99, but customers can buy it for $0.87 now.
READ MORE | Interested in More Brands and Categories on Walmart? Check out Digital Shelf Insights: Walmart Beverages Category Analysis Report
Walmart Back to School: Customer Favorites
Walmart’s school supplies products received an average rating of 3.60 from 308,044 reviews. The majority of reviews are overwhelmingly positive, with 5-star and 4-star ratings dominating.
The majority of customer reviews for school supplies on Walmart are positive, with 248,350 reviews for 5-star products and 59,540 reviews for 4-star products.
Customers seem pleased with the quality of school supplies, particularly for well-known brands like Crayola, while very few leave negative feedback.
Most school supplies at Walmart are highly rated, with 843 products earning five stars and 334 receiving four stars. Lower-rated items are relatively rare, indicating overall customer satisfaction.
However, 332 products have no ratings, suggesting these may be newer items or those that have yet to attract customer attention. Therefore, these brands need to look into ways to get more reviews for their products to build consumer trust and improve their product ranking.
Price vs. Rating Correlation
There is a clear correlation between product ratings and price. Customers are willing to pay more for higher-rated products, as seen in the 5-star items, which have an average price of $11.53.
Interestingly, products with no ratings have a higher average price of $11.98. Lower-rated or unrated items are typically more expensive, possibly because they are new or specialized and less visible.
Walmart’s Most Reviewed School Supplies
Certain products stand out for their overwhelming number of customer reviews, indicating high demand and brand loyalty. Notably, Crayola dominates the top five products by reviews.
Crayola continues to be a dominant force in the back-to-school market, with two of its products leading the customer reviews.
Crayola Crayons, 24 Count stands out with the highest number of reviews at 46,769, followed by the “Crayola Broad Line Markers, 10 Ct Classic Colors” with 27,317 reviews.
Sharpie and Cra-Z-Art also demonstrate strong performance, suggesting that customers prioritize trusted brands for school essentials. Sharpie Permanent Markers, Fine Point, Black, 12 Count, and Cra-Z-Art Classic Multicolor Broad Line Washable Markers have more than 10,000 reviews.
MetricsCart: Leading the Way in Price Monitoring and Review Analysis
Walmart’s back-to-school supplies offer a range of affordable, essential products, with trusted brands like Crayola leading the pack.
Metricscart can generate similar detailed reports tailored to specific needs, offering comprehensive data on product performance, pricing strategies, and market trends. These reports are instrumental in guiding strategic decisions and optimizing product offerings.
Contact us today to get the best DSA solutions for your e-commerce business.
Disclaimer: MetricsCart is the exclusive owner of data used in the Digital Shelf Insights reports. Any kind of third-party usage entails due credit to the source material.
