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Back-to-School Shopping - US - January 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Retailers can be encouraged by optimistic BTS anticipated spending
Total 2012 BTS anticipated spending at a record high
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
Figure 2: Consumer anticipated spending on back-to-school shopping, by segment, July 2012
BTS shoppers
Parents of school-age children span multiple generations
Figure 3: Children school enrollment by school type, by generation, October 2012
School-age children are a multicultural and diversified group
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
Figure 5: University of Michigan’s index of consumer sentiment, July-Sept 2008-12
School uniforms are trending up and becoming affordable
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
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
Figure 8: Anticipated retail channels for purchasing back-to-school items, July 2012
Leading companies
Consumer behaviors
Spending by category increased from 2011
Figure 9: Change in back-to-school spending, by category, October 2012
Meeting children’s school needs viewed as essential
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
Figure 11: Money-saving tactics used for back-to-school shopping in Fall 2012, October 2012
What we think
ISSUES IN THE MARKET
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
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
Trend: Greenfluencers
Trend: Premiumization and Indulgence
Inspire 2015 Trends
Access Anything Anywhere
ANTICIPATED SPENDING ON BTS SHOPPING
Key points
2012 BTS consumer anticipated spending hits a new all-time high
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
Figure 13: Consumer anticipated spending on back-to-school shopping, by segment, July 2007-12
Clothing and accessories top the 2012 BTS anticipated spending
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
Figure 15: Consumer anticipated spending on back-to-school shoes, at current prices, July 2007-12
Budget allocations on electronics is second highest
Figure 16: Consumer anticipated spending on back-to-school electronics, at current prices, July 2007-12
Healthy growth in anticipated spending on school supplies
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
Key points
Parents of school-age children more highly educated than the average
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
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
Figure 21: U.S. population, by age, 2008-18
Hispanic households are twice as likely as non-Hispanic to have children
Figure 22: Presence and ages of children in U.S. households, by Hispanic origin, 2012
Cultural diversity in school-age children population presents opportunities
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
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
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
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
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
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
Key points
Increasing consumer confidence boosts anticipated BTS spending
Figure 31: University of Michigan’s index of consumer sentiment, November 1978-2012
Children’s footwear price index outperforms boys’ and girls’ apparel
Figure 32: Consumer price indexes on children’s apparel and footwear, by gender, 1978-2011
Children’s predilection towards fashion starts early
Figure 33: Kids’ attitudes toward fashion, by school grades, April 2011-June 2012
Figure 34: Teens’ attitudes toward fashion, by school grades, April 2011-June 2012
School uniforms, strict dress codes trending up and becoming affordable
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
Figure 36: Public high school students enrollment in distance learning, by region, selected school years 2002-03 and 2009-10
COMPETITIVE CONTEXT
Online retailers have steadily grown BTS market share
Online shopping promotes “showrooming”
Impact of digital technology gaining traction in K-12 education
RETAIL CHANNELS
Key points
Consumers shop at multiple retail channels for BTS needs
Figure 37: Anticipated retail channels for purchasing back-to-school items, July 2007-12
Mass merchandisers are the most likely BTS shopping channel
Figure 38: Retailers and channels shopped for back-to-school items, by category, October 2012
LEADING COMPANIES
Walmart posted positive sales in 2012 BTS season
Target’s BTS sales beat expectations for 2012
Kmart/Sears continue to struggle
INNOVATIONS AND INNOVATORS
A centralized, online school supply list for specific class
Figure 39: Walmart, “Classrooms by Walmart,” July 2012
BTS Saturday—the shopping event of the year?
Figure 40: TeenVogue, “Back-to-School Saturday,” July 2012
Mobile shopping initiatives through sweepstakes
Figure 41: Kohl’s, “Shop It to Win It,” August 2012
MARKETING STRATEGIES
 FASHION AND ITS INFLUENCE ON BTS SHOPPING
Strategy: Featuring fashionista kids at affordable prices
Figure 42: H&M, “Long Sleeves,” July 2012
Strategy: Addressing bullying behavior
Figure 43: Old Navy, “Pantsed,” August 2012
Strategy: Appealing to kids’ sense of style
Figure 44: Kmart, “Work It,” August 2012
 PROMOTING MONEY-SAVING TACTICS
Strategy: Encouraging and early start for BTS shopping
Figure 45: JCPenney, “Back To School,” July 2012
Strategy: Leveraging celebrity endorsements to promote brands
Figure 46: Office Depot, “Feel The Power ($1/Dollar Deals),” August 2012
Strategy: Promoting the excitement of saving through price comparison
Figure 47: Walmart, “Back To School,” August 2012
Strategy: Promoting loyalty resulting in savings
Figure 48: Staples, “Buy and Save,” July 2012
 PARENTS’ INFLUENCES AND ROLES IN BTS SHOPPING
Strategy: Showing parents how they can win
Figure 49: Famous Footwear, “Victory is Yours,” July 2012
Figure 50: Famous Footwear, “Victory is Yours,” July 2012
Strategy: Getting parents ready for BTS
Figure 51: Old Navy, “Cool Dad Jeans,” August 2012
Strategy: Reminiscing about the past through music
Figure 52: Target, “Experiment,” August 2012
Figure 53: Target, “It’s All Happening,” July 2012
Figure 54: Target, “Music,” July 2012
 OTHERS
Strategy: Increasing foot traffic through free promotional events
Figure 55: JCPenney, “Free Kids’ Haircuts,” August 2012
Strategy: Appealing to patriots
Figure 56: Crayola, “Made In America,” July 2012
Strategy: Extending the idea of BTS shopping beyond the expected items
Figure 57: Food Lion, “School’s Back ($3 Off),” August 2012
CHANGE IN BTS SPENDING; FALL 2012 VS. FALL 2011
Key points
Extra spending on apparel, shoes, and other accessories
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
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
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
Figure 61: Change in 2011-12 back-to-school spending, by category, by household income, October 2012
Regional BTS spending changes
Figure 62: Change in 2011-12 back-to-school spending, by category, by region, October 2012
FALL 2012 SPENDING ON BTS CATEGORIES
Overview
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
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
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
Figure 66: Amount spent in Fall 2012 back-to-school apparel/shoes/other accessories shopping, by gender, October 2012
Fashion consumption improves with income
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
Figure 68: Amount spent in Fall 2012 back-to-school electronic products shopping, October 2012
Millennial parents spending more on BTS electronics
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
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
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
Figure 72: Amount spent in Fall 2012 back-to-school supplies shopping, October 2012
Millennial parents splurged the most on school supplies
Figure 73: Amount spent in Fall 2012 back-to-school supplies shopping, by generation, October 2012
Men spent more on school supplies
Figure 74: Amount spent in Fall 2012 back-to-school supplies shopping, by gender, October 2012
Spend on school supplies increases with income
Figure 75: Amount spent in Fall 2012 back-to-school supplies shopping, by household income, October 2012
ATTITUDES TOWARD BTS SPENDING AND SAVING
Key points
Providing children with necessary BTS items is important to parents
Figure 76: Attitudes and behaviors toward spending and saving on back-to-school items, October 2012
Generational impact on attitudes to BTS shopping
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
Figure 78: Attitudes and behaviors toward spending and saving on back-to-school items, by gender, October 2012
BTS SHOPPING MONEY-SAVING TACTICS
Key points
Shoppers keen to buy BTS items from sales racks and coupons
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
Figure 80: Money-saving tactics used for back-to-school shopping in Fall 2012, by generation, October 2012
Female BTS shoppers keen on saving
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
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
Figure 83: Money-saving tactics used for back-to-school shopping in Fall 2012, by level of school, October 2012
HISPANICS VS. NON-HISPANICS
Key points
BTS money-saving tactics among Hispanics who mainly use online research
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
Figure 85: Attitudes and behaviors toward spending and saving on back-to-school items, by Hispanic origin, October 2012
KEY DRIVER ANALYSIS
Apparel, shoes, and other accessories
Figure 86: Key driver analysis of amount spent on apparel, shoes, and other accessories, October 2012
Supplies (e.g., pens, pencils, notebooks, backpacks, etc.)
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.)
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
Spend on, and change in spend on BTS shopping
Figure 89: Change in 2011-12 back-to-school spending, by category, by Hispanic origin, October 2012
Figure 90: Amount spent in Fall 2012 back-to-school apparel/shoes/other accessories shopping, by region, October 2012
Figure 91: Amount spent in Fall 2012 back-to-school apparel/shoes/other accessories shopping, by Hispanic origin, October 2012
Figure 92: Amount spent in Fall 2012 back-to-school electronic products shopping, by region, October 2012
Figure 93: Amount spent in Fall 2012 back-to-school electronic products shopping, by Hispanic origin, October 2012
Figure 94: Amount spent in Fall 2012 back-to-school supplies shopping, by region, October 2012
Figure 95: Amount spent in Fall 2012 back-to-school supplies shopping, by Hispanic origin, October 2012
Attitudes and behaviors toward BTS shopping
Figure 96: Attitudes and behaviors toward spending and saving on back-to-school items, by employment, October 2012
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
Figure 98: Money-saving tactics used for back-to-school shopping in Fall 2012, by region, October 2012
Figure 99: Money-saving tactics used for back-to-school shopping in Fall 2012, by marital status, October 2012
Figure 100: Money-saving tactics used for back-to-school shopping in Fall 2012, by employment, October 2012
Figure 101: Use of back-to-school sales tax holiday in Fall 2012, by marital status, October 2012
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
Figure 103: Retailers and channels shopped for back-to-school supplies, by Hispanic origin, October 2012
Figure 104: Retailers and channels shopped for back-to-school electronics, by Hispanic origin, October 2012
Figure 105: Retailers and channels shopped for back-to-school apparel/shoes/accessories, by Hispanic origin, October 2012
APPENDIX: SURVEY DEMOGRAPHICS—SCHOOLCHILDREN IN HOUSEHOLD
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
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
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
APPENDIX: TRADE ASSOCIATIONS

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