Additionally, LTK data indicated that an influencer post is driving almost as much traffic in store as it is online. According to the study, 61% of LTK creator posts provide sales and deals alerts, helping shoppers find affordable options.
“Inflation is having a profound impact on shopping behaviors,” said Rodney Mason, head of marketing, brand partnerships at LTK, in a media release. “For retailers to win the largest segment of back-to-school shoppers, Millennials and Gen Z, they must be in the market earlier and promote longer with more emphasis on mobile and online including buy online pick up in store and partnering with creators to drive traffic online and in-store.”
LTK’s reported data is from two surveys conducted in May 2022 — one on BTS shoppers and the other on inflation —among 1,026 and 1,052 participants, respectively, both reflective of the U.S. population with 97% confidence, according to the report. View a full webinar detailing the findings on YouTube here.