Could Back-to-School Shopping Actually Be Cheaper In Stores Than Online?

The Citizen's Guide to the Future
Aug. 16 2012 3:51 PM

Could Back-to-School Shopping Actually Be Cheaper In Stores Than Online?

Back-to-school shopping deals
Many retailers offer better back-to-school deals in their stores than on their websites.

Photo by Eric Pierpont/AFP/Getty Images

Remember the days when back-to-school shopping meant schlepping your cranky kids to Staples or Office Depot, only to find that they’re out of half the things you need and the other half is grievously overpriced? Thank goodness for the Internet, right?

Will Oremus Will Oremus

Will Oremus is Slate's senior technology writer.

Not so fast. StellaService, an online customer service ratings startup, decided this year to study just how much money shoppers save by purchasing school supplies on sites such as Walmart.com and Staples.com instead of going to the stores themselves. Their counterintuitive finding: none.

Advertisement

In fact, the firm’s mystery shoppers spent significantly more to buy the same or comparable items online as they did offline. The average in-store bill for 13 items, including No. 2 pencils, a three-ring binder, a calculator, and a glue stick came to $31. Online, it was $53, including an average of $10 for shipping. That means the items would have been pricier on the Web even if shipping were free.

Not only that, but some of the physical stores had a better selection than their digital counterparts. Target.com, for instance, didn’t offer many of the items on the list at all. Costco.com had items in stock, but with minimum order requirements—such as three boxes of ballpoint pens—that drove up prices.

Finally, clunky and confusing online checkout processes meant that customers spent almost as much time completing their purchases online as they did in store checkout lines. (And, of course, those online orders generally take several days to arrive.)

What’s going on here? To find out, I talked with StellaService’s CEO, Jordy Leiser. Two things became clear.

First, the study’s findings are genuine, as far as they go. Many office-supply stores really do seem to offer better back-to-school deals offline than they do on their websites. The reasons aren’t entirely clear. Maybe they see in-store discounts as loss leaders, or perhaps they just haven’t mastered the online retail business model yet. Either way, it seems that in at least some cases, shoppers may be better off ducking into their local OfficeMax than going to OfficeMax.com.

Second, though, it would be a mistake to generalize from this study to conclude that offline shopping is superior to online shopping overall. Just because brick-and-mortar stores offer great back-to-school sales doesn’t mean they’re cheaper than their online counterparts for other items, or at other times of the year.

And, importantly, Leiser noted that the study only compared the online and offline experiences of specific stores that offered both. That means that it did not include online retail giant Amazon.com. It also means that it did not take into account the relative ease of comparison-shopping online. If you drive to Target, it’s a big hassle to then drive to Office Depot to see if their prices are better. But in your Web browser, you can toggle between numerous sites with the click of a button.

Leiser said the proper takeaway from the study for consumers is simply that you can't assume that things will be cheaper just because you're buying them online—you have to be smart about it. And from a business perspective, the study may help explain why traditional retailers' websites have had a hard time making inroads against online-only competitors like Amazon.

“We thought online would be hands-down, no-brainer, the number-one experience,” Leiser said. “Overall it was less convenient than we thought.”

Staples.com
Office-supply retailers haven't perfected the online shopping experience.

Screenshot.

Future Tense is a partnership of SlateNew America, and Arizona State University.

TODAY IN SLATE

Medical Examiner

Here’s Where We Stand With Ebola

Even experienced international disaster responders are shocked at how bad it’s gotten.

It Is Very, Very Stupid to Compare Hope Solo to Ray Rice

The U.S. Is So, So Far Behind Europe on Clean Energy

Even if You Don’t Like Batman, You Might Like Gotham

Friends Was the Last Purely Pleasurable Sitcom

The Eye

This Whimsical Driverless Car Imagines Transportation in 2059

Politics

Meet the New Bosses

How the Republicans would run the Senate.

A Woman Who Escaped the Extreme Babymaking Christian Fundamentalism of Quiverfull

So, Apple Is Not Shuttering Beats, but the Streaming Service Will Probably Be Folded Into iTunes

  News & Politics
Politics
Sept. 22 2014 6:30 PM What Does It Mean to Be an American? Ted Cruz and Scott Brown think it’s about ideology. It’s really about culture.
  Business
Moneybox
Sept. 22 2014 5:38 PM Apple Won't Shut Down Beats Music After All (But Will Probably Rename It)
  Life
Outward
Sept. 22 2014 4:45 PM Why Can’t the Census Count Gay Couples Accurately?
  Double X
Doublex
Sept. 22 2014 4:06 PM No, Women’s Soccer Does Not Have a Domestic Violence Problem Or, why it is very, very stupid to compare Hope Solo to Ray Rice.
  Slate Plus
Slate Plus
Sept. 22 2014 1:52 PM Tell Us What You Think About Slate Plus Help us improve our new membership program.
  Arts
Brow Beat
Sept. 22 2014 5:45 PM The University of California Corrects “Injustice” by Making Its Rich Chancellors Even Richer
  Technology
Future Tense
Sept. 22 2014 6:27 PM Should We All Be Learning How to Type in Virtual Reality?
  Health & Science
Medical Examiner
Sept. 22 2014 4:34 PM Here’s Where We Stand With Ebola Even experienced international disaster responders are shocked at how bad it’s gotten.
  Sports
Sports Nut
Sept. 18 2014 11:42 AM Grandmaster Clash One of the most amazing feats in chess history just happened, and no one noticed.