Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Anticipated spending data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- BTS anticipated spending reaches $22.8 billion in 2011
- Computers and electronics have the highest anticipated spending in 2011
- Shaky consumer confidence keeps shoppers focused on value in 2011
- Hispanic children are becoming increasingly important to the BTS market
- Online retail, second-hand shopping and school uniforms shape competitive landscape
- Discount stores are top retail channel for anticipated spending in 2011
- Mass merchandisers especially popular for BTS supplies
- Sales data of BTS season show Target and Macy’s main winners
- Innovations in 2011 include revamped stores, events and innovative use of mobile devices
- Marketing strategies show aggressive discounting and high use of social media
- Many favor low-end brand supplies, but mid- to higher-end apparel
- Kids’ input is important to BTS purchases
- Girls show greater interest in fashion and shopping compared to boys
- Half of boys aged 6-14 consider shopping for clothes boring
- Strong consumer interest in value without compromising quality
- Most still undertake money-saving strategies during the BTS season
- Race/Hispanic origin shapes outlook on shopping, BTS budgets and blogs
Insights and Opportunities
-
- Social media becoming a crucial facet of BTS marketing
- SNS offer a key tool for targeting tween and teen girls
-
- Figure 1: Teens’ attitudes toward clothing and fashion, by gender and age groups 12-17, April 2010 - June 2011
-
- Figure 2: Frequency of usage among teens, by gender and age, June 2011
-
- Figure 3: Attitudes toward social networking among teens, by gender and age, June 2011
- Challenges and opportunities for brick-and-mortar retailers
- Integrating online platforms and brick-and-mortar units
- Generating excitement around traditional BTS shopping
- BTS season can benefit other non-traditional BTS retailers
- Opportunities for smaller and local retailers
Inspire Insights
-
- Consider this
- Bottom line
- Consider This:
-
- Figure 4: Prevalence of obesity among children/teens aged 2-19, 1976-2008
- Bottom Line
Anticipated Spending on BTS Shopping
-
- Key points
- SpendingPulse report suggests positive growth in 2011 BTS sales
- Anticipated BTS spending between 2007 and 2010 reflects unfolding recession
- BTS spending for 2011 suggests moderate spending and focus on value
-
- Figure 5: Consumer anticipated spending on back to school shopping, at current prices, 2006-11
- Anticipated spending in 2011 shows strong variation by segment
-
- Figure 6: Consumer anticipated spending on back to school shopping, by segment, 2010-11
- Moderate anticipated spending for 2011 in clothing and accessories
-
- Figure 7: Consumer-anticipated spending on back to school clothing and accessories, at current prices, 2006-11
- Anticipated spending on computers more stable than other segments
-
- Figure 8: Consumer-anticipated spending on computers and electronics, at current prices, 2006-11
- Anticipated shoe spending trends parallel those of clothing
-
- Figure 9: Consumer-anticipated spending on shoes, at current prices, 2006-11
- School supplies in decline as consumers economize in 2011
-
- Figure 10: Consumer-anticipated spending on school supplies, at current prices, 2006-11
Market Drivers
-
- Key points
- Macroeconomic landscape as a central underlying driver for BTS market
- Economic concerns still central for consumers shopping for BTS items in 2011
-
- Figure 11: University of Michigan’s index of consumer sentiment, January 2007-September 2011
- Consumer concerns translate into careful BTS shopping with focus on value
-
- Figure 12: Money saving strategies for BTS shopping, by household income, October 2011
- Demographic drivers – essential for BTS market growth
- Growth in child population from 2011-16 will spur BTS demand
-
- Figure 13: U.S. population, by age, 2006-16
- Hispanic children population projected to grow faster than general population
-
- Figure 14: U.S. Hispanic households, by presence and ages of children, 2009
-
- Figure 15: U.S. Hispanic and non-Hispanic population of children, 2006-16
Competitive Context
-
- Key points
- Online BTS shopping sites can draw sales from brick-and-mortar stores
-
- Figure 16: US online shoppers users and penetration, 2009-2015
- Second-hand stores and websites for used clothes draw frugal parents
- Use of school uniforms may undercut BTS apparel purchases
-
- Figure 17: school uniform usage and received a list of items from school, by household income, October 2011
-
- Figure 18: Money-saving strategies for back-to-school supplies and clothing, by household income, October 2011
Retail Channels
-
- Key points
- Most consumers anticipate using multiple channels
- Anticipated BTS spending at online retailers sees modest increase 2010-11
-
- Figure 19: Internet use, by household income, April 2010-December 2010
- Most anticipate shopping at mass merchandisers and department stores
-
- Figure 20: Consumer-anticipated retail channels for back to school purchases, 2006-11
- Mass merchandisers lead supplies, department stores compete in apparel
-
- Figure 21: Stores shopped for back-to-school supplies, clothing and shoes, March 2011
Leading Companies
-
- Key points
- Parents turn first and foremost to mass merchandisers
-
- Figure 22: Top retail stores where purchases made in the last four weeks, by ages of children in household, Oct. 2009-Dec. 2010
- Smaller fashion outlets draw teens
-
- Figure 23: Teens’ top retail stores where purchases made in the last four weeks, by age and gender, April 2010-June 2011
- Sales data for the 2011 BTS season from the largest companies
- Walmart’s slim third-quarter growth suggests modest BTS sales
- Target posts strong growth during 2011 BTS season
- JCPenney’s 2011 BTS sales are lackluster
- Kmart/Sears continue to struggle and see 2011 BTS sales slide
- Macy’s posts strong 2011 BTS season performance
Innovations and Innovators
-
- Key points
- 77kids launches concept Style Lab with interactive features
- 77kids and DMX make music integral part of brand, in-store and online
- Office Depot uses SnapTag for mobile BTS promotion
- Macy’s offers free BTS concerts in revamped mstylelab lounges
- Macy's partners with DoSomething.org with in-store scans triggering donations
- JCPenney’s “Pennies from Heaven” engages customers in-store, online
- Kmart uses original web series to connect to youth and promote fashion
- Kmart launches YouTube mini-series targeting Hispanic moms
- Target draws BTS shoppers with electronics trade-in deal
- Sam's Club launches BTS with free children's health and ID screenings
Marketing Strategies
-
- Overview
- Walmart targets economizing parents seeking basics at lowest prices
- Walmart TV ads showcase convenience, low prices and price match guarantee
- Website offers improved organization and added features for moms
- Walmart’s outreach to tweens includes exclusive “Victorious” line
-
- Figure 24: Brand analysis of Walmart’s BTS positioning, 2012
- Target offers deals plus “cool” with original ads and mobile outreach
- Ad spot for Target offers a “wink” at quirky teachers
-
- Figure 25: Target ad featuring quirky 2nd grade teacher, TV ad
- Other facets of Target’s BTS campaign
- Online features of Target’s BTS marketing activity
- Target revamps site and offers free applications to mobile users
-
- Figure 26: Brand analysis of Target’s back to school positioning, 2012
- Value-priced JCPenney showcases affordable style
- JCPenney’s “Daydreamer” campaign links cool and accomplishment
-
- Figure 27: JCPenney “day dreamer”, TV ad
- JCPenney offers Facebook page for teens with JCP Teen
- JCPenney launches Stardoll brand during the 2011 BTS season
- JCPenney sponsors Dew Tour skateboard and BMX events
- JCPenney Weekly Deals application offers deals to both moms and kids
-
- Figure 28: Brand analysis of JCPenney’s back to school positioning, 2012
- Macy’s uses innovative campaigns to create “magic” for teens
-
- Figure 29: Macy’s back to school event TV ad, 2011
- Macy’s mstylelab website and Facebook page offer interactive fashion features
- Macy's partners with Latina magazine in multifaceted outreach to Hispanics
- Kmart targets families on a budget with great deals and Layaway plans
-
- Figure 31: Kmart’s 2-day sale TV ad, 2011
- Figure 32: Kmart’s Layaway plan, TV ad, 2011
-
- Figure 33: Brand analysis of Kmart’s brand and back to school positioning, 2012
- Highlights of campaigns from electronics and office supply stores
Brand Level Preferences for BTS Supplies and Clothing
-
- Key points
- Most consumers seek lower-priced supplies
-
- Figure 34: Brand price level of back-to-school items purchased, October 2011
- Income drives upgrade to mid-priced offerings for writing instruments
-
- Figure 35: Brand price level of writing instruments purchased, by household income, October 2011
- More affluent shoppers willing to invest in mid-tier brands of other supplies
-
- Figure 36: Brand price level of other school supplies items purchased, by household income, October 2011
- Consumers ready to invest more in clothes, books, and backpacks
-
- Figure 37: Brand price level of back-to-school clothing purchased, by household income, October 2011
Channel Preferences for BTS Supplies
-
- Key points
- Mass merchandisers heavily favored for purchasing BTS supplies
-
- Figure 38: Stores shopped for back-to-school supplies by household income, part 1, October 2011
- Office supply stores, dollar stores, and drugstores all attract BTS shoppers
-
- Figure 39: Stores shopped for back-to-school supplies by household income, Part II, October 2011
Channel Preferences for BTS Clothing
-
- Key points
- Mass merchandisers share market with department stores for apparel
-
- Figure 40: Stores shopped for back-to-school supplies by household income, October 2011
- Other retailers attract BTS shoppers with deals and unique selections
-
- Figure 41: Stores shopped for back-to-school supplies by household income, October 2011
Decision Makers for BTS Purchases
-
- Key points
- As children age, they have increasing input in BTS decisions
-
- Figure 42: Decision maker on back to school purchases, by child age, October 2011
- Moms more likely to report seeking input from kids
-
- Figure 43: Decision maker on back to school purchases, by adult gender, October 2011
Teen Attitudes Toward Clothing and Fashion
-
- Key points
- Gender shapes attitudes toward fashion and shopping for kids aged 6-11
-
- Figure 44: Kids’ attitudes toward clothing and fashion, by gender and age groups 6-11, April 2010-June 2011
- Girls aged 12 to 14 place greatest emphasis on style and fashion
-
- Figure 45: Teens’ attitudes toward clothing and fashion, by gender and age groups 12-17, April 2010-June 2011
Parents’ Attitudes Related to Clothing Styles and Brands for the BTS Shopping Season
-
- Key points
- Parents are aware of how much style, fashion, and fitting in means to kids
-
- Figure 46: Attitudes toward clothing styles and brands, by child age, October 2011
- Most find clothes too “grown up” and many seek approval of other adults
-
- Figure 47: Parents’ attitudes related to “grown up” styles and the opinions of their peers, by child age, October 2011
- About a third of parents are asked for advice on BTS shopping
-
- Figure 48: Attitudes related to advice and clothes selection, by child age, October 2011
Parents’ Attitudes Toward Shopping with Kids, Value, and Budgets
-
- Key points
- Most parents enjoy shopping with kids
-
- Figure 49: Attitudes toward shopping with kids, by adult gender, October 2011
- Parents balance their kids’ wants, budget concerns, and quest for value
-
- Figure 50: Attitudes related to quality and budget for back-to-school supplies, by household income, October 2011
- Quality is key and budgets more flexible when it comes to BTS clothing
-
- Figure 51: Attitudes toward price, quality and budget for clothing, by household income, October 2011
- Teens aged 15-17 shop with greater autonomy
-
- Figure 52: Attitudes toward shopping with kids, by ages of children in household, October 2011
Money-Saving Strategies for Back-to-School Shopping
-
- Key points
- Using sales racks, coupons, and price-tracking are main saving strategies
-
- Figure 53: Money-saving strategies for back-to-school shopping, by household income, part 1, October 2011
- About a third stockpile items and a quarter use websites to compare prices
-
- Figure 54: Money-saving strategies for back –to-school shopping, by household income, part 2, October 2011
- Fewer than one in 10 save money by using uniforms or school supply lists
-
- Figure 55: Money-saving strategies for back-to-school supplies and clothing, by household income, October 2011
Use of Cell Phones and Smartphones to Budget and Make Lists
-
- Key points
-
- Figure 56: use of cell phone or smartphone for shopping and budgeting for BTS, by household income, October 2011
-
- Figure 57: smartphone ownership and intent to buy, by household income, November 2010
Race and Hispanic Origin
-
- Key points
- Race/Hispanic origin shapes outlook on shopping, BTS budgets and blogs
-
- Figure 58: Attitudes toward shopping for back-to-school supplies, by race/Hispanic origin, October 2011
- Fashion central to blacks, sticking to budget a priority for Hispanics
-
- Figure 59: Attitudes toward shopping for back to school clothing, by race/Hispanic origin, October 2011
- Blacks most likely to use sales, watch prices, and stockpile to save money
-
- Figure 60: Attitudes toward shopping for back to school clothing, by race/ethnicity, October 2011
Custom Consumer Groups
-
- Affluent “Kids and Cabernet” segment warrants online BTS focus
-
- Figure 61: Parents’ attitudes toward shopping for kids, for “kids and cabernet” mosaic segment, April 2010 - June 2011
- Promising Families segment places primacy on family values
-
- Figure 62: Parents’ attitudes toward shopping for kids, for “promising families” and “kids matter most” by mosaic segments part 1, April 2010-June 2011
- Cohorts with Latin identity show distinct attitudes
-
- Figure 63: Parents’ attitudes toward shopping for kids, by mosaic segments, part 2, April 2010-June 2011
Appendix—Other Useful Consumer Tables
-
-
- Figure 64: Attitudes toward shopping for back to school clothing, by household income, October 2011
-
- Figure 65: Attitudes toward shopping for back to school clothing, by child age, October 2011
-
- Figure 66: Attitudes toward price, quality and budget for clothing, by child age, October 2011
-
- Figure 67: Money-saving strategies for back-to-school clothing and supplies, by child age, October 2011
-
- Figure 68: use of cell phone or smartphone for shopping and budgeting for BTS, by child age, October 2011
-
Appendix—Trade Associations
Back to top