Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Anticipated spending data
- Consumer survey data
- Advertising creative
- Abbreviations
Executive Summary
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- Anticipated spending reflects perceptions of macroeconomic conditions
- Discount and value department stores remain dominant channels
- Online retailers making gains
- Most prefer value-priced brands for supplies and mid-priced for clothing
- Most parents consult kids but make the final decision themselves
- Most approach the BTS season with a list and budget
- Clearance racks and waiting for sales are key tactics among parents
Insights and Opportunities
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- Use social media to build brand relationships and invite recommendations
- Consider local retailing efforts
- Develop apps to connect with teens and parents
- Consider offering more customization options for fashion-oriented teens
- Ethical apparel may appeal to green kids and parents
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- Figure 1: Kids 6-11 years attitudes toward environment, June 2002-June 2010
- Focus on value more than price by highlighting points of differentiation
Inspire Insights
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- Trend: Life Hacking
Anticipated Spending on BTS Shopping
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- Key points
- Consumer anticipated BTS spending fluctuates with economy
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- Figure 2: Consumer anticipated spending on back to school shopping, at current prices, 2006-10
- Anticipated BTS spending increased 22.5% in 2010
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- Figure 3: Consumer anticipated spending on back to school shopping, by segment, 2009-10
- 2010 clothing and accessories anticipated spending at 2008 level
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- Figure 4: Consumer anticipated spending on back to school clothing and accessories, 2006-10
- Anticipated 2009 computer spend defies overall trends
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- Figure 5: Consumer anticipated spending on back to school computers and electronics, 2006-10
- Anticipated shoe spending reflects clothing and accessories
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- Figure 6: Consumer anticipated spending on back to school shoes, 2006-10
- Anticipated supplies spending increased the most post-recession
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- Figure 7: Consumer anticipated spending on back to school supplies, 2006-10
Competitive Context
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- Increased usage of school uniforms may detract from clothing sales
- Pre-assembled school supplies kits may eliminate need to purchase at retail
- Online shopping up as more kids use mobile
Retail Channels
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- Key points
- Anticipated discount store use back to pre-recession levels
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- Figure 8: Consumer anticipated retail channels for back to school purchases, 2006-10
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- Figure 9: Stores shopped for back to school supplies, clothing and shoes, March 2011
Market Drivers
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- Key points
- Population growth will contribute to growing demand for BTS items
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- Figure 10: U.S. population by age, 2006-16
- Rapidly growing minority segments key to BTS marketers
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- Figure 11: Households with children by race and Hispanic origin of householder, 2009
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- Figure 12: U.S. population by race and Hispanic origin, 2006-16
- Reduced funding puts pressure on parents and teachers to supply the classroom
- Obesity trend changing the BTS landscape and exposing opportunities
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- Figure 13: Prevalence of obesity among children and adolescents, 2-19 years, for selected years 1971-2008
- Persistently high unemployment drives frugality
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- Figure 14: Unemployment, Jan. 2007-May 2011
- Low consumer confidence also likely to undermine growth in 2011
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- Figure 15: Consumer confidence, Jan. 2007-May 2011
- Gas prices remain high in Q2 2011 and could undermine BTS spending
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- Figure 16: Weekly U.S. regular all formulations retail gasoline prices, Jan. 1, 2007-June 6, 2011
Leading Companies
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- Key points
- Walmart, Target lead among mass merchandisers
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- Figure 17: Top retail stores where purchases made in the last four weeks, by ages of children in household, Oct. 2009-Dec. 2010
- Figure 18: Teens’ top retail stores where purchases made in the last four weeks, by age and gender, Oct. 2009-Dec. 2010
- Leaders emphasized value, used social media and mobile in 2010
- Leading retailers’ BTS marketing overview
- Walmart
- Target
- Kohl’s
- JCPenney
Innovations and Innovators
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- Overview
- Online and social media engages teen and tween audience
- JCPenney, “New Look. New Year. Who Knew!”
- Macy’s, mstylelab
- Sears, “Crush Your Style”
- Retailers direct deals to customers with smartphone apps
- Kmart2Go
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- Figure 19: Kmart2Go smartphone app, May 2011
- JCPenney Weekly Deals
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- Figure 20: JCPenney Weekly Deals app, May 2011
- Walmart
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- Figure 21: Walmart smarthone app, May 2011
Marketing Strategies
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- Overview of the brand landscape
- Walmart
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- Figure 22: Brand analysis of Walmart’s BTS positioning
- Television advertising
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- Figure 23: Walmart back to school television ad, 2010
- Figure 24: Walmart back to school television ad, 2010
- Walmart pitches popular CPG food brands for BTS
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- Figure 25: Walmart and Nestlé back to school promotion, May 2011
- Walmart uses Facebook to illustrate value beyond just price
- Target
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- Figure 26: Brand analysis of Target’s back to school positioning
- Television advertising
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- Figure 27: Target back to school television ad, 2010
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- Figure 28: Target BTS television ad, 2010
- Kohl’s
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- Figure 29: Brand analysis of Kohl’s back to school positioning
- Campaign spotlight
- Television advertising
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- Figure 30: Kohl’s back to school television ad, 2010
- Figure 31: Kohl’s back to school television ad, 2010
- Kohl’s uses Facebook in tandem with television
- JCPenney
- New Look. New Year. Who Knew! on Facebook
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- Figure 32: JCPenney Facebook back to school ad, July 2010
- YouTube
- Gap
- Old Navy
Decision Makers for BTS Purchases
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- Key points
- Most parents involve kids in decision-making
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- Figure 33: Decision maker on back to school purchases, by child age, March 2011
- Moms more likely to make decisions together with kids
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- Figure 34: Decision maker on back to school purchases, by adult gender, March 2011
Teen Attitudes Toward Clothing and Fashion
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- Key points
- Many teens feel stylish, like to keep up on new fashions
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- Figure 35: Teens’ attitudes toward clothing and fashion, by age and gender, Oct. 2009-Dec. 2010
- Most kids and teens happy with the way they look
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- Figure 36: Girls’ attitudes toward clothing and fashion, by kids’ and teens’ age groups, Oct. 2009-Dec. 2010
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- Figure 37: Boys’ attitudes toward clothing and fashion, by kids’ and teens’ age groups, Oct. 2009-Dec. 2010
Parent Attitudes Toward Shopping With Kids
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- Key points
- Most parents want to treat their kids
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- Figure 38: Attitudes toward shopping with kids, by ages of children in household, Oct. 2009-Dec. 2010
- Affluents more likely to want kids to manage their money carefully
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- Figure 39: Attitudes toward shopping with kids, by household income, Oct. 2009-Dec. 2010
Brand Level Preferences for BTS Supplies and Clothing
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- Key points
- Most avoid premium supplies brands and favor mid-priced clothing brands
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- Figure 40: Brand price level of back to school items purchased, March 2011
- Affluents more likely to buy premium
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- Figure 41: Brand price level of back to school items purchased, by household income, March 2011
Channel Preferences for BTS Supplies and Clothing
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- Key points
- Mass/discount the dominant channel for supplies
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- Figure 42: Mass merchandiser, club and wholesale, and department stores shopped for back to school supplies, by household income, March 2011
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- Figure 43: Other stores shopped for back to school supplies, by household income, March 2011
- Most shop at mass for clothing but affluents often shop other channels
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- Figure 44: Mass merchandiser, club and wholesale, and department stores shopped for back to school clothing and shoes, by household income, March 2011
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- Figure 45: Other stores shopped for back to school clothing and shoes, by household income, March 2011
- Nearly four in 10 parents bought from Walmart in the last four weeks
Attitudes Toward BTS Supplies and Clothing Shopping
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- Key points
- Most get a list from schools and enjoy shopping with kids
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- Figure 46: Attitudes toward shopping for back to school supplies, by child age, March 2011
- Affluents more likely to buy kids what they ask for
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- Figure 47: Attitudes toward shopping for back to school supplies, by household income, March 2011
- Most concerned that girls’ styles are too “grown up” for their ages
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- Figure 48: Attitudes toward shopping for back to school clothing, by child age, March 2011
- Affluents more likely than others to give BTS advice
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- Figure 49: Attitudes toward shopping for back to school clothing, by household income, March 2011
Money-saving Tactics for BTS Shopping
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- Key points
- Most parents bought from sales racks or waited for sales to save money
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- Figure 50: Money-savings tactics for back to school shopping, by child age, March 2011
- Women more likely than men to use a number of money-saving tactics
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- Figure 51: Money-savings tactics for back to school shopping, by adult gender, March 2011
- Lower-income parents gravitate to sales, middle incomes use coupons
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- Figure 52: Money-savings tactics for back to school shopping, by household income, March 2011
Impact of Sales Tax Holidays
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- Key points
- Where available, most took advantage of sales tax holidays
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- Figure 53: Shopped during sales tax holiday, by child age, March 2011
- Large majority would take advantage of tax holidays if offered in their state
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- Figure 54: Sales tax holiday impact on shopping if offered, by child age, March 2011
- 55+ most likely to state they would do all BTS shopping during tax holiday
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- Figure 55: Sales tax holiday impact on shopping if offered, by adult age, March 2011
Impact of Race and Hispanic Origin
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- Key points
- Across ethnic groups, kids have input on BTS purchases
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- Figure 56: Decision maker on back to school purchases, by race/Hispanic origin, March 2011
- Blacks are more likely to buy mid- or high-priced clothing for their kids
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- Figure 57: Brand price level of back to school items purchased, by race/Hispanic origin, March 2011
- Blacks more likely to pay a premium for high-quality items
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- Figure 58: Attitudes toward shopping for back to school supplies, by race/Hispanic origin, March 2011
- Blacks more likely to say their kids wear the latest fashions
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- Figure 59: Attitudes toward shopping for back to school clothing, by race/Hispanic origin, March 2011
- Blacks less likely to engage in a number of money-saving tactics
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- Figure 60: Money-savings tactics for back to school shopping, by race/Hispanic origin, March 2011
Cluster Analysis
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- Pay For What You Get
- Characteristics
- Opportunity
- Going Solo
- Characteristics
- Opportunity
- Low-priced Listers
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 61: Back to school shopping clusters, March 2011
- Figure 62: Decision maker on back to school purchases, by back to school shopping clusters, March 2011
- Figure 63: Brand price level of back to school items purchased, by back to school shopping clusters, March 2011
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- Figure 64: Attitudes toward shopping for back to school supplies, by back to school shopping clusters, March 2011
- Figure 65: Attitudes toward shopping for back to school clothing, by back to school shopping clusters, March 2011
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- Figure 66: Money-savings tactics for back to school shopping, by back to school shopping clusters, March 2011
- Cluster demographics
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- Figure 67: Back to school shopping clusters, by child age, March 2011
- Figure 68: Back to school shopping clusters, by adult gender, March 2011
- Figure 69: Back to school shopping clusters, by adult age, March 2011
- Figure 70: Back to school shopping clusters, by household income, March 2011
- Figure 71: Back to school shopping clusters, by race/Hispanic origin, March 2011
- Cluster methodology
Custom Consumer Groups: Child Age and Area
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- Suburban and urban teens more likely to get premium shoes and clothing
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- Figure 72: Brand price level of back to school items purchased, by custom consumer group, March 2011
- Channel preferences vary considerably between urban and rural parents
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- Figure 73: Mass merchandiser, club and wholesale, and department stores shopped for back to school supplies, by custom consumer group, March 2011
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- Figure 74: Other stores shopped for back to school supplies, by custom consumer group, March 2011
- Rural and suburban more focused on value channels when clothes shopping
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- Figure 75: Mass merchandiser, club and wholesale, and department stores shopped for back to school clothing and shoes, by custom consumer group, March 2011
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- Figure 76: Other stores shopped for back to school clothing and shoes, by custom consumer group, March 2011
- Rural consumers more likely to stockpile in summer
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- Figure 77: Money-savings tactics for back to school shopping, by custom consumer group, March 2011
Other Consumer Tables
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- Figure 78: Decision maker on back to school purchases, by household income, March 2011
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- Figure 79: Decision maker on back to school purchases, by age, March 2011
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- Figure 80: Brand price level of back to school items purchased, by gender, March 2011
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- Figure 81: Brand price level of back to school items purchased, by age, March 2011
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- Figure 82: Mass merchandiser, club and wholesale, and department stores shopped for back to school supplies, by adult gender, March 2011
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- Figure 83: Other stores shopped for back to school supplies, by gender, March 2011
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- Figure 84: Mass merchandiser, club and wholesale, and department stores shopped for back to school supplies, by adult age, March 2011
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- Figure 85: Other stores shopped for back to school supplies, by adult age, March 2011
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- Figure 86: Mass merchandiser, club and wholesale, and department stores shopped for back to school supplies, by race/Hispanic origin, March 2011
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- Figure 87: Other stores shopped for back to school supplies, by race/Hispanic origin, March 2011
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- Figure 88: Mass merchandiser, club and wholesale, and department stores shopped for back to school clothing and shoes, by adult gender, March 2011
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- Figure 89: Other stores shopped for back to school clothing and shoes, by adult gender, March 2011
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- Figure 90: Mass merchandiser, club and wholesale, and department stores shopped for back to school clothing and shoes, by adult age, March 2011
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- Figure 91: Other stores shopped for back to school clothing and shoes, by adult age, March 2011
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- Figure 92: Mass merchandiser, club and wholesale, and department stores shopped for back to school clothing and shoes, by race/Hispanic origin, March 2011
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- Figure 93: Other stores shopped for back to school clothing and shoes, by race/Hispanic origin, March 2011
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- Figure 94: Attitudes toward shopping for back to school supplies, by adult age, March 2011
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- Figure 95: Attitudes toward shopping for back to school clothing, by adult age, March 2011
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- Figure 96: Money-savings tactics for back to school shopping, by adult age, March 2011
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- Figure 97: Shopped during sales tax holiday, by adult age, March 2011
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- Figure 98: Shopped during sales tax holiday, by area, March 2011
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- Figure 99: Sales tax holiday impact on shopping if offered, by household income, March 2011
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- Figure 100: Sales tax holiday impact on shopping if offered, by race/Hispanic origin, March 2011
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- Figure 101: Sales tax holiday impact on shopping if offered, by area, March 2011
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- Figure 102: Attitudes toward shopping for back to school supplies, by adult gender, March 2011
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- Figure 103: Attitudes toward shopping for back to school clothing, by adult gender, March 2011
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Appendix: Trade Associations
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