Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Retailers can be encouraged by optimistic BTS anticipated spending
- Total 2012 BTS anticipated spending at a record high
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- Figure 1: Anticipated spending on back-to-school shopping and change in total vs. per household anticipated spend, July 2008-12
- Apparel and accessories top 2012 anticipated spending
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- Figure 2: Consumer anticipated spending on back-to-school shopping, by segment, July 2012
- BTS shoppers
- Parents of school-age children span multiple generations
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- Figure 3: Children school enrollment by school type, by generation, October 2012
- School-age children are a multicultural and diversified group
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- Figure 4: U.S. population and share of children aged 6-17, by race/Hispanic origin, 2013
- Market drivers
- Boost in anticipated BTS spending correlate with consumer confidence
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- Figure 5: University of Michigan’s index of consumer sentiment, July-Sept 2008-12
- School uniforms are trending up and becoming affordable
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- Figure 6: Percentage of public schools in the U.S. requiring uniforms and enforcing a dress code, selected school years 1999-2000 through 2009-10
- A rise in distance learning enrollments in secondary education
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- Figure 7: Public high school student enrollments in distance learning, selected school years 2002-03 through 2009-10
- Competitive context
- Online retail channel is consistently making strong inroads in the retail space
- Digital technology penetration into K-12
- Retail channels
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- Figure 8: Anticipated retail channels for purchasing back-to-school items, July 2012
- Leading companies
- Consumer behaviors
- Spending by category increased from 2011
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- Figure 9: Change in back-to-school spending, by category, October 2012
- Meeting children’s school needs viewed as essential
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- Figure 10: Attitudes and behaviors toward spending and saving on back-to-school items, October 2012
- Buying BTS items from sales racks and using coupons are common
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- Figure 11: Money-saving tactics used for back-to-school shopping in Fall 2012, October 2012
- What we think
Issues in the Market
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- How can retailers hedge against deeply entrenched saving behaviors?
- What can retailers do to stand out amidst showrooming behaviors?
- Is tailoring BTS marketing message to generational groups essential?
- What are the potential implications of digital technology on BTS market?
Insights and Opportunities
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- Educated parents likely eager to invest in educational products
- Uniforms and dress code requirements could merit market opportunity
- Savvy consumers require attentive, personalized shopping experiences
- Distinctive marketing appeals, particularly for Millennial parents
Trend Application
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- Trend: Greenfluencers
- Trend: Premiumization and Indulgence
- Inspire 2015 Trends
- Access Anything Anywhere
Anticipated Spending on BTS Shopping
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- Key points
- 2012 BTS consumer anticipated spending hits a new all-time high
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- Figure 12: Consumer anticipated spending on back-to-school shopping, at current prices, July 2007-12
- Anticipated spending in 2012 showed much improvement in all segments
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- Figure 13: Consumer anticipated spending on back-to-school shopping, by segment, July 2007-12
- Clothing and accessories top the 2012 BTS anticipated spending
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- Figure 14: Consumer anticipated spending on back-to-school clothing and accessories, at current prices, July 2007-12
- Consumer anticipation on footwear purchases shows the strongest growth
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- Figure 15: Consumer anticipated spending on back-to-school shoes, at current prices, July 2007-12
- Budget allocations on electronics is second highest
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- Figure 16: Consumer anticipated spending on back-to-school electronics, at current prices, July 2007-12
- Healthy growth in anticipated spending on school supplies
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- Figure 17: Consumer anticipated spending on back-to-school supplies, at current prices, July 2007-12
Demographics and Characteristics of School-Age Children, and Parents
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- Key points
- Parents of school-age children more highly educated than the average
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- Figure 18: Educational attainment of parents with school-age children, 2007-11
- Figure 19: Educational attainment, by age/generation, 2011
- Moms are not alone in handling BTS shopping, dads are involved as well
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- Figure 20: Household living arrangement of school-age children, by race/Hispanic origin, 2011
- Number of 6-11s projected to increase; 12-17s are expected to decline
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- Figure 21: U.S. population, by age, 2008-18
- Hispanic households are twice as likely as non-Hispanic to have children
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- Figure 22: Presence and ages of children in U.S. households, by Hispanic origin, 2012
- Cultural diversity in school-age children population presents opportunities
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- Figure 23: U.S. population of children aged 6-17, by race/Hispanic origin, 2008-18
- Increased enrollment rate among school-age children drives BTS market
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- Figure 24: Percentage of children age 3-17 enrolled in school, by age group, October 2001-10
- Optimistic outlook on public school enrollment
- Projected strong growth in enrollment is notable for preK-8
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- Figure 25: Public school enrollment, by grade level, selected school years 2001-02 through 2011-22
- Through 2021-22, the West region will be the fastest growing for enrollments
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- Figure 26: Percentage change in public school enrollment, by state/jurisdiction, 2010-11 to 2021-22
- Cultural diversity among young shoppers necessitates a unique marketing approach
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- Figure 27: Percentage distribution of public school enrollment, by race/Hispanic origin, October 2001-October 2010
- Figure 28: Percentage distribution of public school enrollment, by race/Hispanic origin and region, October 2001 vs. 2010
- Private school enrollment experienced a decline
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- Figure 29: Private school enrollment, by grade level, selected school years 2001-02 through 2009-10
- Figure 30: Percentage distribution of private school enrollment, by region, selected school years 2001-02 through 2009-10
Market Drivers
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- Key points
- Increasing consumer confidence boosts anticipated BTS spending
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- Figure 31: University of Michigan’s index of consumer sentiment, November 1978-2012
- Children’s footwear price index outperforms boys’ and girls’ apparel
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- Figure 32: Consumer price indexes on children’s apparel and footwear, by gender, 1978-2011
- Children’s predilection towards fashion starts early
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- Figure 33: Kids’ attitudes toward fashion, by school grades, April 2011-June 2012
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- Figure 34: Teens’ attitudes toward fashion, by school grades, April 2011-June 2012
- School uniforms, strict dress codes trending up and becoming affordable
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- Figure 35: Percentage of public schools in the U.S. with dress code, by selected school years 1999-2000 through 2009-10
- Growth of online learning in secondary education
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- Figure 36: Public high school students enrollment in distance learning, by region, selected school years 2002-03 and 2009-10
Competitive Context
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- Online retailers have steadily grown BTS market share
- Online shopping promotes “showrooming”
- Impact of digital technology gaining traction in K-12 education
Retail Channels
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- Key points
- Consumers shop at multiple retail channels for BTS needs
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- Figure 37: Anticipated retail channels for purchasing back-to-school items, July 2007-12
- Mass merchandisers are the most likely BTS shopping channel
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- Figure 38: Retailers and channels shopped for back-to-school items, by category, October 2012
Leading Companies
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- Walmart posted positive sales in 2012 BTS season
- Target’s BTS sales beat expectations for 2012
- Kmart/Sears continue to struggle
Innovations and Innovators
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- A centralized, online school supply list for specific class
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- Figure 39: Walmart, “Classrooms by Walmart,” July 2012
- BTS Saturday—the shopping event of the year?
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- Figure 40: TeenVogue, “Back-to-School Saturday,” July 2012
- Mobile shopping initiatives through sweepstakes
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- Figure 41: Kohl’s, “Shop It to Win It,” August 2012
Marketing Strategies
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- Fashion and its influence on BTS shopping
- Strategy: Featuring fashionista kids at affordable prices
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- Figure 42: H&M, “Long Sleeves,” July 2012
- Strategy: Addressing bullying behavior
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- Figure 43: Old Navy, “Pantsed,” August 2012
- Strategy: Appealing to kids’ sense of style
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- Figure 44: Kmart, “Work It,” August 2012
- Promoting money-saving tactics
- Strategy: Encouraging and early start for BTS shopping
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- Figure 45: JCPenney, “Back To School,” July 2012
- Strategy: Leveraging celebrity endorsements to promote brands
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- Figure 46: Office Depot, “Feel The Power ($1/Dollar Deals),” August 2012
- Strategy: Promoting the excitement of saving through price comparison
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- Figure 47: Walmart, “Back To School,” August 2012
- Strategy: Promoting loyalty resulting in savings
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- Figure 48: Staples, “Buy and Save,” July 2012
- Parents’ influences and roles in BTS shopping
- Strategy: Showing parents how they can win
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- Figure 49: Famous Footwear, “Victory is Yours,” July 2012
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- Figure 50: Famous Footwear, “Victory is Yours,” July 2012
- Strategy: Getting parents ready for BTS
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- Figure 51: Old Navy, “Cool Dad Jeans,” August 2012
- Strategy: Reminiscing about the past through music
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- Figure 52: Target, “Experiment,” August 2012
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- Figure 53: Target, “It’s All Happening,” July 2012
- Figure 54: Target, “Music,” July 2012
- Others
- Strategy: Increasing foot traffic through free promotional events
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- Figure 55: JCPenney, “Free Kids’ Haircuts,” August 2012
- Strategy: Appealing to patriots
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- Figure 56: Crayola, “Made In America,” July 2012
- Strategy: Extending the idea of BTS shopping beyond the expected items
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- Figure 57: Food Lion, “School’s Back ($3 Off),” August 2012
Change in BTS Spending; Fall 2012 vs. Fall 2011
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- Key points
- Extra spending on apparel, shoes, and other accessories
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- Figure 58: Change in 2011-12 back-to-school spending, by category, October 2012
- Millennial parents are the big spenders; Boomers are keen to save
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- Figure 59: Change in 2011-12 back-to-school spending, by category, by generation, October 2012
- Dads more likely than moms to spend on electronics, but little difference in change in spend
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- Figure 60: Change in 2011-12 back-to-school spending, by category, by gender, October 2012
- Household income variances are linked to BTS expenditure disparities
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- Figure 61: Change in 2011-12 back-to-school spending, by category, by household income, October 2012
- Regional BTS spending changes
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- Figure 62: Change in 2011-12 back-to-school spending, by category, by region, October 2012
Fall 2012 Spending on BTS Categories
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- Overview
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- Figure 63: Amount spent on back-to-school shopping for Fall 2012, by category, October 2012
- BTS Fall 2012 spending—Apparel/shoes/accessories
- Key points
- The apparel sector prevailed during the BTS Fall 2012 shopping
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- Figure 64: Amount spent in Fall 2012 back-to-school apparel/shoes/other accessories shopping, October 2012
- Unlike Boomers, Gen X splurged the most on children’s apparel
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- Figure 65: Amount spent in Fall 2012 back-to-school apparel/shoes/other accessories shopping, by generation, October 2012
- Mothers edge fathers in BTS spending on apparel and shoes
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- Figure 66: Amount spent in Fall 2012 back-to-school apparel/shoes/other accessories shopping, by gender, October 2012
- Fashion consumption improves with income
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- Figure 67: Amount spent in Fall 2012 back-to-school apparel/shoes/other accessories shopping, by household income, October 2012
- BTS Fall 2012 spending—Electronics
- Key points
- Four in ten parents spending less than $100 on computers and electronics
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- Figure 68: Amount spent in Fall 2012 back-to-school electronic products shopping, October 2012
- Millennial parents spending more on BTS electronics
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- Figure 69: Amount spent in Fall 2012 back-to-school electronic products shopping, by generation, October 2012
- Fathers' expenditures on electronic products tend to be higher
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- Figure 70: Amount spent in Fall 2012 back-to-school electronic products shopping, by gender, October 2012
- Variances in electronic spending across household income brackets
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- Figure 71: Amount spent in Fall 2012 back-to-school electronic products shopping, by household income, October 2012
- BTS Fall 2012 spending—Supplies
- Key points
- Average spending on school supplies remained low
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- Figure 72: Amount spent in Fall 2012 back-to-school supplies shopping, October 2012
- Millennial parents splurged the most on school supplies
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- Figure 73: Amount spent in Fall 2012 back-to-school supplies shopping, by generation, October 2012
- Men spent more on school supplies
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- Figure 74: Amount spent in Fall 2012 back-to-school supplies shopping, by gender, October 2012
- Spend on school supplies increases with income
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- Figure 75: Amount spent in Fall 2012 back-to-school supplies shopping, by household income, October 2012
Attitudes Toward BTS Spending and Saving
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- Key points
- Providing children with necessary BTS items is important to parents
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- Figure 76: Attitudes and behaviors toward spending and saving on back-to-school items, October 2012
- Generational impact on attitudes to BTS shopping
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- Figure 77: Attitudes and behaviors toward spending and saving on back-to-school items, by generation, October 2012
- Male shoppers prefer buying quality electronics for their children
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- Figure 78: Attitudes and behaviors toward spending and saving on back-to-school items, by gender, October 2012
BTS Shopping Money-Saving Tactics
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- Key points
- Shoppers keen to buy BTS items from sales racks and coupons
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- Figure 79: Money-saving tactics used for back-to-school shopping in Fall 2012, by generation, October 2012
- Savvy Millennial shoppers necessitate unique marketing approach
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- Figure 80: Money-saving tactics used for back-to-school shopping in Fall 2012, by generation, October 2012
- Female BTS shoppers keen on saving
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- Figure 81: Money-saving tactics used for back-to-school shopping in Fall 2012, by gender and age, October 2012
- Price is a main consideration, even for the wealthiest
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- Figure 82: Money-saving tactics used for back-to-school shopping in Fall 2012, by household income, October 2012
- Elementary school parents tend to compare prices online
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- Figure 83: Money-saving tactics used for back-to-school shopping in Fall 2012, by level of school, October 2012
Hispanics vs. Non-Hispanics
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- Key points
- BTS money-saving tactics among Hispanics who mainly use online research
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- Figure 84: Money-saving tactics used for back-to-school shopping in Fall 2012, by Hispanic origin, October 2012
- Hispanic shoppers shop for quality electronics for their school children
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- Figure 85: Attitudes and behaviors toward spending and saving on back-to-school items, by Hispanic origin, October 2012
Key Driver Analysis
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- Apparel, shoes, and other accessories
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- Figure 86: Key driver analysis of amount spent on apparel, shoes, and other accessories, October 2012
- Supplies (e.g., pens, pencils, notebooks, backpacks, etc.)
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- Figure 87: Key driver analysis of amount spent on supplies (e.g., pens, pencils, notebooks, backpacks, etc.), October 2012
- Electronic products (e.g., PC, laptops, tablets, etc.)
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- Figure 88: Key driver analysis of amount spent on electronic products (e.g., PC, laptops, tablets, etc.), October 2012
- Methodology
Appendix: Other Useful Consumer Tables
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- Spend on, and change in spend on BTS shopping
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- Figure 89: Change in 2011-12 back-to-school spending, by category, by Hispanic origin, October 2012
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- Figure 90: Amount spent in Fall 2012 back-to-school apparel/shoes/other accessories shopping, by region, October 2012
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- Figure 91: Amount spent in Fall 2012 back-to-school apparel/shoes/other accessories shopping, by Hispanic origin, October 2012
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- Figure 92: Amount spent in Fall 2012 back-to-school electronic products shopping, by region, October 2012
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- Figure 93: Amount spent in Fall 2012 back-to-school electronic products shopping, by Hispanic origin, October 2012
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- Figure 94: Amount spent in Fall 2012 back-to-school supplies shopping, by region, October 2012
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- Figure 95: Amount spent in Fall 2012 back-to-school supplies shopping, by Hispanic origin, October 2012
- Attitudes and behaviors toward BTS shopping
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- Figure 96: Attitudes and behaviors toward spending and saving on back-to-school items, by employment, October 2012
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- Figure 97: Attitudes and behaviors toward spending and saving on back-to-school items, by marital status, October 2012
- Money saving tactics used for BTS shopping, and use of tax holidays
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- Figure 98: Money-saving tactics used for back-to-school shopping in Fall 2012, by region, October 2012
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- Figure 99: Money-saving tactics used for back-to-school shopping in Fall 2012, by marital status, October 2012
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- Figure 100: Money-saving tactics used for back-to-school shopping in Fall 2012, by employment, October 2012
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- Figure 101: Use of back-to-school sales tax holiday in Fall 2012, by marital status, October 2012
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- Figure 102: Use of back-to-school sales tax holiday in Fall 2012, by employment status, October 2012
- Retailers and channels shopped for BTS shopping
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- Figure 103: Retailers and channels shopped for back-to-school supplies, by Hispanic origin, October 2012
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- Figure 104: Retailers and channels shopped for back-to-school electronics, by Hispanic origin, October 2012
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- Figure 105: Retailers and channels shopped for back-to-school apparel/shoes/accessories, by Hispanic origin, October 2012
Appendix: Survey Demographics—Schoolchildren in Household
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- Figure 106: K-12 school-age children living in parents’ households, by generation, October 2012
- Figure 107: K-12 school-age children living in households, by gender, October 2012
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- Figure 108: K-12 school-age children living in households, by household income, October 2012
- Figure 109: K-12 school-age children living in households, by marital/relationship status, October 2012
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- Figure 110: K-12 school-age children living in households, by region, October 2012
- Figure 111: K-12 school-age children living in households, by Hispanic origin, October 2012
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Appendix: Trade Associations
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