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Back to School Shopping - US - January 2012

With anticipated spending of $22.8 billion and a 6.8% increase compared to 2010, the Back to School (BTS) shopping market showed signs of recovery in 2011. Nonetheless, growth in this competitive market is shaped by shifting tastes, as conscious teens and economizing parents intend to find the best values in a rapidly-changing digital media environment. The market embraces on one hand some of the most powerful retailers such as Walmart, Target and Macy’s, and on the other some of the newest and most innovative retailers, such as eCampus.com or 77kids by American Eagle. This report offers an in-depth analysis of the BTS shopping moment at this key juncture, as the economy makes a still uncertain and slow recovery. Additionally, the report:

  • Explores which BTS segments show the best prospects for growth and which retailers are currently the most effective in reaching parents, tweens and teens
  • Discovers innovative marketing strategies as retailers integrate social media and online marketing tools into varied campaigns for BTS shopping
  • Probes parent and teen attitudes related to brands, supplies, clothing, fashion, style, and shopping
  • Asks which consumers are using the internet for price comparison, as well as digital applications for price comparison and budgeting
  • Examines the 2011 performance of leading companies and looks at which underlying drivers are influencing the wider BTS shopping market through 2016

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Table of contents

  1. 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

                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                      • ABC, Inc.
                                                                                                                                                                                                      • Abercrombie & Fitch Co
                                                                                                                                                                                                      • Adidas (USA)
                                                                                                                                                                                                      • Amazon North America
                                                                                                                                                                                                      • American Apparel & Footwear Association (AAFA)
                                                                                                                                                                                                      • American Apparel Producers Network
                                                                                                                                                                                                      • American Apparel, Inc.
                                                                                                                                                                                                      • American Eagle Outfitters Inc
                                                                                                                                                                                                      • Apparel Search Company
                                                                                                                                                                                                      • Best Buy stores (USA)
                                                                                                                                                                                                      • Big Lots, Inc
                                                                                                                                                                                                      • Bloomingdale's
                                                                                                                                                                                                      • Consumer Electronics Association
                                                                                                                                                                                                      • Converse, Inc
                                                                                                                                                                                                      • Costco Wholesale Corporation
                                                                                                                                                                                                      • Craigslist
                                                                                                                                                                                                      • Crayola LLC
                                                                                                                                                                                                      • CVS Caremark Corporation
                                                                                                                                                                                                      • CW Network, The
                                                                                                                                                                                                      • Dick's Sporting Goods, Inc.
                                                                                                                                                                                                      • Dillard's, Inc
                                                                                                                                                                                                      • Dolce & Gabbana
                                                                                                                                                                                                      • Dollar General Corporation
                                                                                                                                                                                                      • Donna Karan International Inc.
                                                                                                                                                                                                      • Faber-Castell Vertrieb GmbH
                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                      • Family Dollar Stores, Inc
                                                                                                                                                                                                      • Footwear Distributors and Retailers of America (FDRA)
                                                                                                                                                                                                      • Forever 21 Inc.
                                                                                                                                                                                                      • Foursquare
                                                                                                                                                                                                      • GameStop Corp
                                                                                                                                                                                                      • Gap (USA)
                                                                                                                                                                                                      • Giorgio Armani S.p.A.
                                                                                                                                                                                                      • Groupon, Inc.
                                                                                                                                                                                                      • H&M Hennes & Mauritz
                                                                                                                                                                                                      • Hot Topic, Inc
                                                                                                                                                                                                      • International Council of Shopping Centres
                                                                                                                                                                                                      • J C Penney Company, Inc
                                                                                                                                                                                                      • Juicy Couture, Inc.
                                                                                                                                                                                                      • Kmart Corporation
                                                                                                                                                                                                      • Kohl's Corporation
                                                                                                                                                                                                      • Lane Bryant stores
                                                                                                                                                                                                      • LeapFrog Enterprises Inc.
                                                                                                                                                                                                      • Los Angeles Times
                                                                                                                                                                                                      • Macy's, Inc.
                                                                                                                                                                                                      • MasterCard Incorporated
                                                                                                                                                                                                      • Missoni S.p.A
                                                                                                                                                                                                      • MySpace.com
                                                                                                                                                                                                      • National Association of Retail & Thrift Shops (NARTS)
                                                                                                                                                                                                      • National Office Products Alliance (NOPA)
                                                                                                                                                                                                      • National Retail Federation (NRF)
                                                                                                                                                                                                      • National Shoe Retailers Association, Inc
                                                                                                                                                                                                      • Nickelodeon Networks
                                                                                                                                                                                                      • Nike
                                                                                                                                                                                                      • Nintendo of America Inc.
                                                                                                                                                                                                      • Nordstrom
                                                                                                                                                                                                      • Office Depot (North America Retail)
                                                                                                                                                                                                      • Office Furniture Dealers Alliance
                                                                                                                                                                                                      • OfficeMax, Inc
                                                                                                                                                                                                      • Old Navy
                                                                                                                                                                                                      • Overstock.com Inc.
                                                                                                                                                                                                      • Payless ShoeSource Inc
                                                                                                                                                                                                      • Pentel Co., Ltd
                                                                                                                                                                                                      • Pixar Animation Studios Inc
                                                                                                                                                                                                      • Ralph Lauren Ltd
                                                                                                                                                                                                      • SAM's Club
                                                                                                                                                                                                      • Sears Holdings Corporation
                                                                                                                                                                                                      • Sharpie
                                                                                                                                                                                                      • Staples, Inc
                                                                                                                                                                                                      • Stop & Shop/Giant-Landover Arena (Ahold)
                                                                                                                                                                                                      • Target Corporation
                                                                                                                                                                                                      • The Gymboree Corporation
                                                                                                                                                                                                      • The New York Times Company
                                                                                                                                                                                                      • The Salvation Army
                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                                                      • University of Michigan, The
                                                                                                                                                                                                      • Vans, Inc
                                                                                                                                                                                                      • Victoria's Secret
                                                                                                                                                                                                      • Visa U.S.A. Inc.
                                                                                                                                                                                                      • Walgreen Co
                                                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                                                      • Walt Disney Company, The
                                                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                                                      Back to School Shopping - US - January 2012

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