Table of Contents
Executive Summary
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- The issues
- Little growth seen in a stagnant market
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- Figure 1: Total planned US back-to-school spending, at current prices, 2010-15
- Digital fails to boost spend
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- Figure 2: Anticipated spend on electronics for back to school, by gender and age, November 2015
- Almost all parents go back to school shopping – and many like it
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- Figure 3: Attitudes toward back to school shopping, November 2015
- The opportunities
- Battle for the budget
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- Figure 4: Retailers shopped for back to school (either in-store or online), November 2015
- Offer the right products – at the right time
- Think smart when it comes to digital
- Be sensitive to life stages and different needs
- What it means
The Market – What You Need to Know
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- Slow growth seen in sales
- School budgets tighten
- Convenience is king
- Teens turn their backs on brands
Market Size
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- Economic trends, technology purchases play a role
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- Figure 5: Total planned US back-to-school spending, at current prices, 2010-15
- Figure 6: Total planned US back-to-college spending, at current prices, 2010-2015
Market Factors
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- School enrollment is flat
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- Figure 7: US. school enrollment, 2010-2014
- Budgets are getting slashed
- Tax-free holidays drive timing
- Schools go digital
Key Players – What You Need to Know
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- Save them time to win their dime
- It’s all about Brand You
- Digital dawns
What’s Working?
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- Do it their way
- Be the one-stop-shop
What’s Struggling?
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- It’s all in the timing...
- ...and not about the brand
- Ethical beats edgy
What’s Next?
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- Textbooks go digital
- Taking back to school lists online
The Consumer – What You Need to Know
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- Who doesn’t shop for back to school?
- Walmart is in the winner’s circle
- Clothing costs the most
- Shopping can still be fun
Participation in Back to School Shopping
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- Everyone shops for back-to-school
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- Figure 8: Back-to-school shopping participation, by age of children in household, November 2015
- Lowest earners less likely to shop
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- Figure 9: Back-to-school shopping participation, by household income, November 2015
- Moms more likely to shop for back to school
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- Figure 10: Back-to-school shopping participation, by gender and age, November 2015
Anticipated Spending for Upcoming BTS Season
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- Younger dads may be bigger spenders
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- Figure 11: Back-to-school shopping anticipated spend, by generation and parental status, November 2015
- Few plan to cut back
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- Figure 12: Back-to-school shopping anticipated spend, by household income, November 2015
- Room to increase spending among Asian parents
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- Figure 13: Back-to-school shopping anticipated spend, by race/Hispanic origin, November 2015
Retailers Shopped for Back to School
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- Walmart is the winner
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- Figure 14: Retailers shopped for back-to-school, November 2015
- Younger parents are Target fans
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- Figure 15: Retailers shopped (in-store or online) for back to school, by gender and age, November 2015
- Amazon, Target, more popular with the affluent
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- Figure 16: Retailers shopped for back-to-school (in-store or online), by household income, November 2015
- Affluent, web users rely on Amazon and Walmart online
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- Figure 17: Retailers shopped online for back-to-school, by household income, November 2015
Anticipated Spend by Category
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- Apparel dominates spend
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- Figure 18: Anticipated spend by category for back-to-school, November 2015
- Young dads more likely to spend on shoes, gadgets
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- Figure 19: Anticipated spend by category for back-to-school, by gender and age, November 2015
- Shoes, supplies more of a priority for older kids
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- Figure 20: Anticipated spend by category for back to school, by age of children in household, November 2015
Attitudes toward Back to School Shopping
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- Quality matters more than price
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- Figure 21: Attitudes toward back to school shopping, November 2015
- Shopping more enjoyable for younger parents
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- Figure 22: Attitudes toward back-to-school shopping, by gender and age, November 2015
- Blacks, Hispanics value quality, getting it right
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- Figure 23: Attitudes toward back-to-school shopping, by race/Hispanic origin, November 2015
Back to School Shopping Influencers
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- School lists a top factor
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- Figure 24: Influencers on back-to-school shopping (any rank), November 2015
- Younger parents more eager for advice
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- Figure 25: Influencers on back-to-school shopping (any rank), by gender and age, November 2015
- Lower-income parents focus on school requirements
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- Figure 26: Influencers on back-to-school shopping (any rank), by household income, November 2015
Desired Improvements to Back to School Shopping
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- Free shipping, convenience most desired
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- Figure 27: Desired improvements to back-to-school shopping, November 2015
- No-hassle returns more important for older parents
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- Figure 28: Desired improvements to back-to-school shopping, by gender and age, November 2015
- Bundles a good way to appeal to bargain hunters
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- Figure 29: Desired improvements to back-to-school shopping, by household income, November 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 30: Changes in state spending per student, 2008-15
- Figure 31: Student access to digital devices, 2013
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