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Back-to-School Shopping - US - January 2014

“While the still-recovering economy means consumers remain cautious and price sensitive, parents still have to budget to accommodate purchases in the BTS space. Many school supplies are necessary for a successful school year and others can be considered an investment for the future. However, recent innovations in mobile technology have provided shoppers with unprecedented price transparency, fueling frugality. To combat declines in anticipated spending, retailers have begun launching their BTS promotions earlier, integrating mobile devices into their marketing mix, and using rewards programs to confer promotions.”

– Ika Erwina, Retail and Technology Analyst

This report looks at the following areas:

  • How can retailers combat lingering price sensitivity?
  • How do divergent generational shopping behaviors affect BTS marketing?
  • Turning “showrooming” into BTS big-ticket purchases

This report explores levels of anticipated spending on BTS (back-to-school) supplies, sales, and marketing activities of companies active in this market, and attitudes and behavior of consumers as they plan for and manage their children’s BTS needs.

Anticipated spending for K-12 (kindergarten through grade 12) BTS experienced a decline in 2013 due to the lingering effects of the latest recession. The average shopper with school-aged children estimated to put aside $634.78 on BTS supplies, electronics/computers, and accessories.

Many school supplies are necessities and so thrifty shoppers have been meeting their budgets using money-saving strategies such as using coupons, shopping at mass merchandisers and discount stores, and opting for bargain brands. For now, retailers have been responding by launching their BTS promotions earlier than ever before to help consumers spread the load, and to reach these spenders early.

As technological innovations continue to penetrate the daily lives of consumers, companies should increasingly integrate such strategies as mobile apps, digital coupons, online sales, and interactive websites into their existing marketing mix. Meanwhile, traditional approaches such as print ad coupons and rewards programs continue to have much value. Future success will likely entail providing shoppers with a multipronged, multichannel approach that merges the mobile, internet, and in-store experience in a meaningful, effective way.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • Anticipated spending on BTS shopping
                      • Decreasing anticipated spending in 2013 likely led to shopping at earlier start
                        • Figure 1: Anticipated spending by consumers on BTS items, at current prices, 2008-13
                      • Clothing and accessories top the list for anticipated BTS expenditures
                        • Figure 2: Share of total anticipated spending by consumers on BTS items, by segment, at current prices, 2012 and 2013
                      • Market drivers
                        • Low anticipated BTS spending likely to follow decreased consumer confidence
                          • Figure 3: University of Michigan’s index of consumer sentiment, Jan 2008-Nov 2013
                        • Diversity of young shoppers requires a unique marketing approach
                          • Dads also partake in BTS shopping
                            • Retail channels
                              • Mass merchandisers the most prominent BTS shopping channel
                                • Figure 4: Retailers and channels shopped for BTS items, November 2013
                              • The BTS consumers
                                • Children key factor to BTS shopping, especially for moms
                                  • Figure 5: BTS shopping companions, by gender, November 2013
                                • Women avid print couponers; Millennials eager to use digital coupons
                                  • Figure 6: Attitudes toward money-saving strategies in BTS shopping (any agree and strongly agree), by gender, November 2013
                                  • Figure 7: The use of printed versus digital BTS shopping promotional coupons for an in-store purchase, by generation and parental status, November 2013
                                • Millennial dads take advantage of credit cards and layaways to spread BTS expenses
                                  • Figure 8: Strategies for dealing with expenses of BTS shopping, by generation and parental status, November 2013
                                • In-store promotions dominate BTS shopping for female shoppers; Millennial parents receptive to online ads
                                  • Figure 9: Attitudes toward BTS online and in-store promotions (any agree), by gender and age, November 2013
                                • Millennial parents likely to visit more stores for BTS shopping
                                  • Figure 10: Influential factors in BTS shopping, by gender and age, November 2013
                                • Millennial dads stress the importance for children having the “right” school supplies/electronics, and desire for fashionable kids
                                  • Figure 11: Attitudes toward school supplies/electronics, fashions, and TV/online advertisements on BTS shopping, by generation and parental status, November 2013
                                • Most shoppers research for deals, and likely to start and complete BTS shopping early
                                  • Figure 12: Research, initiation, and completion for BTS shopping by product category, November 2013
                                • In-store shopping contributes significantly to BTS spending; only few “showroom”
                                  • Figure 13: Path to purchase for BTS, (online versus in-store), by gender and age, November 2013
                                • Women seek loyalty/rewards; men value in-store assistance
                                  • Figure 14: Attitudes toward improvements in BTS shopping experiences (strongly agree), by gender, November 2013
                                • Social media useful to men when researching BTS shopping
                                  • Figure 15: Attitudes toward social media engagement in BTS shopping (any agree), by gender, November 2013
                                • Hispanic shoppers’ attitudes toward BTS
                                  • What we think
                                  • Issues and Insights

                                      • How can retailers combat lingering price sensitivity?
                                        • The issues
                                          • The implications
                                            • How do divergent generational shopping behaviors affect BTS marketing?
                                              • The issues
                                                • The implications
                                                  • Turning “showrooming” into BTS big-ticket purchases
                                                    • The issues
                                                      • The implications
                                                      • Trend Applications

                                                          • Inspire Trend: Return to the Experts
                                                            • Inspire Trend: Experience Is All
                                                              • Mintel Futures: Access Anything, Anywhere
                                                              • Anticipated Spending on BTS Shopping

                                                                • Key points
                                                                  • Lingering economic concerns result in meager total BTS anticipated spending in 2013
                                                                    • Figure 16: Anticipated spending on back-to-school items, at current prices, 2008-13
                                                                  • Segment spend
                                                                    • Overview: Clothing and school supplies pick up market share
                                                                      • Figure 17: Share of total anticipated spending on back-to-school items, by segment, 2008-13
                                                                    • Clothing/accessories
                                                                      • Figure 18: Anticipated back-to-school spending on clothing and accessories, at current prices, 2008-13
                                                                    • Computers and electronics
                                                                      • Figure 19: Anticipated back-to-school spending on computers and electronics, at current prices, 2008-13
                                                                    • School supplies
                                                                      • Figure 20: Anticipated back-to-school spending on school supplies, at current prices, 2008-13
                                                                    • Footwear
                                                                      • Figure 21: Anticipated back-to-school spending on shoes, at current prices, 2008-13
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Declines in anticipated BTS spending likely to follow decreased consumer confidence
                                                                        • Figure 22: University of Michigan’s index of consumer sentiment and unemployment, Jan 2008-Nov 2013
                                                                      • No significant change in numbers of 6-17-year-olds through 2019
                                                                        • Figure 23: US population, by age, 2009-19
                                                                      • Enrollment rate among school-aged children on the rise
                                                                        • Diversity of young shoppers requires a unique marketing approach
                                                                          • Figure 24: Presence and ages of children in US households, by Hispanic origin, 2014
                                                                          • Figure 25: Hispanic population, by age, 2009-19
                                                                        • Children aware of fashion early in life
                                                                          • Figure 26: Kids’ attitudes toward fashion, by school grades, May 2012-June 2013
                                                                          • Figure 27: Teens’ attitudes toward fashion, by school grades, May 2012-June 2013
                                                                        • Dads also partake in BTS shopping
                                                                        • Retail Channels

                                                                          • Key points
                                                                            • Shoppers use various retail channels for BTS needs
                                                                              • Figure 28: Anticipated retail channels for purchasing back-to-school items, 2008-13
                                                                            • Mass merchandisers are preeminent BTS shopping channel
                                                                              • Figure 29: Retailers and channels shopped for back-to-school items, November 2013
                                                                          • Innovations and Innovators

                                                                            • Office Depot’s continued commitment to enriching its mobile platform
                                                                              • Figure 30: Office Depot, One Direction augmented-reality technology, July 2013
                                                                            • Kohl’s BTS sweepstakes mobile campaign, a partnership with Staples, with text as a communication channel
                                                                              • Figure 31: Kohl’s, “Win Great Things” sweepstakes, Aug. 4-Sept. 2, 2013
                                                                            • American Eagle Outfitter creates brand advocates
                                                                              • Figure 32: American Eagle Outfitter, “Live Your Life” back-to-school online campaign, July 2013
                                                                            • Teen Vogue’s all-access pass for back-to-school
                                                                              • HP print-at-home photo projects
                                                                                • Figure 33: Hewlett Packard, TwoSmiles, 2013
                                                                            • Marketing Strategies

                                                                              • The essence of fashion
                                                                                • Strategy: Combining parental music with children’s sense of fashion style
                                                                                  • Figure 34: Target, “Flex Arm Hang – Back to School” TV ad, July 2013
                                                                                • Strategy: Leveraging the cool factor in school supplies
                                                                                  • Figure 35: Office Depot, “Where’d you get that,” “Save on Back To School Supplies at Office Depot” TV ad, July 2013
                                                                                • Offering solutions to child development and social causes
                                                                                  • Strategy: Leveraging social marketing on anti-bullying behavior
                                                                                    • Figure 36: Office Depot “Live. Love. Move” online promotion, July 2013
                                                                                  • Strategy: Emphasizing health and good hygienic habits
                                                                                    • Figure 37: Lysol®, “Lysol® Healthy Habits Program in School” TV ad, July 2013
                                                                                  • Strategy: Promoting healthier students
                                                                                    • Children’s and parents’ influences and roles in BTS shopping
                                                                                      • Strategy: Guiding parents how to shop for BTS
                                                                                        • Strategy: Appealing to young demographics with sponsorships and endorsements
                                                                                          • Figure 38: Kohl’s Candie’s loyalty email promotion, “new, fun and flirty,” July 2013
                                                                                        • Strategy: Evoking nostalgia with game and music
                                                                                          • Figure 39: Kmart, “Kmart Back To School Layaway – Yo Mama” TV ad, July 2013
                                                                                          • Figure 40: Kmart, “Kmart Presents: ‘My Limo’ by Da Rich Kidzz” TV ad, July 2013
                                                                                        • Stimulating money-saving tactics
                                                                                          • Strategy: Boosting early shopping and stressing rewards on loyalty
                                                                                            • Figure 41: Staples, “Everything they need. #StaplesHasIt” TV ad, July 2013
                                                                                          • Strategy: Highlighting bountiful deals for technological school supplies
                                                                                            • Figure 42: Toshiba, “Back-to-School Deals Starts Now! Big Savings, Free Gifts & More!” email promotion, July 2013
                                                                                          • Strategy: Credit card companies form key partnerships for the BTS shopping season
                                                                                            • Figure 43: Amazon and ThankYou Citi Rewards, “get the gear that makes the grade” loyalty mailing promotion, August 2013
                                                                                            • Figure 44: Discover credit card “shop smart with back-to-school savings” loyalty email promotion, September 2013
                                                                                          • Strategy: Email promotions for loyalty card holders
                                                                                            • Figure 45: Kohl’s, “Extra 25% Off + Last Day to Shop Extra Extra Specials!” loyalty email promotion, July 2013
                                                                                        • Social Media – Back-to-School Shopping

                                                                                          • Key points
                                                                                            • Key social media metrics
                                                                                                • Figure 46: Key performance indicators, Dec. 16, 2012-Dec. 15, 2013
                                                                                              • Market overview
                                                                                                • Brand usage and awareness
                                                                                                  • Figure 47: Brand usage and awareness of back-to-school retailers, November 2013
                                                                                                • Interaction with brands
                                                                                                  • Figure 48: Interaction with back-to-school retailers, November 2013
                                                                                                • Online conversations
                                                                                                  • Figure 49: Online mentions, selected back-to-school retailers, Dec. 16, 2012-Dec. 15, 2013
                                                                                                • Where are people talking about back-to-school retailers?
                                                                                                  • Figure 50: Mentions, by page type, selected back-to-school retailers, Dec. 16, 2012-Dec. 15, 2013
                                                                                                • What are people talking about online?
                                                                                                  • Figure 51: Mentions by topic of conversation, selected back-to-school retailers, Dec. 16, 2012-Dec. 15, 2013
                                                                                                • Brand analysis
                                                                                                  • Walmart
                                                                                                      • Figure 52: Walmart key social media indicators, December 2013
                                                                                                    • Target
                                                                                                      • Figure 53: Target key social media indicators, December 2013
                                                                                                    • Amazon.com
                                                                                                      • Figure 54: Amazon.com key social media indicators, December 2013
                                                                                                    • Macy’s
                                                                                                      • Figure 55: Macy’s key social media indicators, December 2013
                                                                                                    • JCPenney
                                                                                                      • Figure 56: JCPenney key social media indicators, December 2013
                                                                                                    • Kmart
                                                                                                      • Figure 57: Kmart key social media indicators, December 2013
                                                                                                  • Influential Factors in BTS Shopping

                                                                                                    • Key points
                                                                                                      • Children are key factors in BTS purchases
                                                                                                        • Figure 58: Influential factors in back-to-school shopping, by gender, November 2013
                                                                                                      • Younger parents aged 18-34 particularly likely to visit more stores
                                                                                                        • Figure 59: Influential factors in back-to-school shopping, by gender and age, November 2013
                                                                                                      • School supplies, electronics, and fashion
                                                                                                        • Millennial dads most likely believe the “right” school supplies and electronics as essential
                                                                                                          • Figure 60: Attitudes toward school supplies/electronics and the influence of TV/online advertisements, by generation and parental status, November 2013
                                                                                                        • Affluence correlates with online advertisement and BTS supplies purchases
                                                                                                          • Figure 61: Attitudes toward school supplies/electronics and the influence of TV/online advertisements, by household income, November 2013
                                                                                                        • Being fashionable most likely valued by Millennial parents
                                                                                                          • Figure 62: Influence of fashion in back-to-school shopping, by generation and parental status, November 2013
                                                                                                        • Lower-income parents more concerned about unfashionable kids being teased
                                                                                                          • Figure 63: Influence of fashion in back-to-school shopping, by household income, November 2013
                                                                                                      • BTS Shopping Money-Saving Strategies

                                                                                                        • Key points
                                                                                                          • Saving Strategies in BTS Shopping
                                                                                                            • Coupon use is most popular money-saving technique for BTS; half likely to shop late or wait until after BTS season ends
                                                                                                              • Figure 64: Attitudes toward money-saving strategies for back-to-school shopping, November 2013
                                                                                                            • Moms/female guardians main proponents of BTS coupons
                                                                                                              • Figure 65: Attitudes toward money-saving strategies for BTS shopping (any agree and strongly agree), by gender, November 2013
                                                                                                            • Older parents less likely to postpone BTS purchases
                                                                                                              • Figure 66: Attitudes toward money-saving strategies for BTS shopping (any agree), by age, November 2013
                                                                                                            • Low-income parents keen to use coupons and to spread BTS purchases throughout a school season
                                                                                                              • Figure 67: Attitudes toward money-saving strategies for BTS shopping (any agree and strongly agree), by household income, November 2013
                                                                                                            • Strategies for dealing with expenses of BTS shopping
                                                                                                              • Printed coupons usage most popular saving method; online coupons on the rise
                                                                                                                • Figure 68: Strategies for dealing with the expenses of BTS shopping, November 2013
                                                                                                              • Credit cards and layaway BTS shopping particularly used by Millennial dads
                                                                                                                • Figure 69: Strategies for dealing with the expenses of BTS shopping, by gender and age, November 2013
                                                                                                                • Figure 70: Strategies for dealing with the expenses of BTS shopping, by generation and parental status, November 2013
                                                                                                            • BTS Online and In-Store Promotions

                                                                                                              • Key points
                                                                                                                • Attitudes toward BTS online and in-store promotions
                                                                                                                  • In-store promotions dominate BTS shopping, but necessitated by online advertisements
                                                                                                                    • Figure 71: Attitudes toward back-to-school online and in-store promotions, November 2013
                                                                                                                  • Women more receptive than men to in-store advertising and promotions
                                                                                                                    • Figure 72: Attitudes toward back-to-school online and in-store promotions (any agree), by gender, November 2013
                                                                                                                  • Younger parents most likely to notice online ads and promotions
                                                                                                                    • Figure 73: Attitudes toward back-to-school online and in-store promotions (any agree), by age, November 2013
                                                                                                                  • Usage of BTS promotional coupons
                                                                                                                    • Female shoppers most receptive to print coupons; men eager to use digital coupons
                                                                                                                      • Figure 74: Usage of promotional coupons for an in-store purchase back-to-school shopping, by gender, November 2013
                                                                                                                    • Tech-savvy Millennials are enthusiastic digital coupon users
                                                                                                                      • Figure 75: Usage of promotional coupons for an in-store purchase back-to-school shopping, by generation and parental status, November 2013
                                                                                                                    • Affluent shoppers biggest coupon users
                                                                                                                      • Figure 76: Usage of promotional coupons for an in-store purchase back-to-school shopping, by household income, November 2013
                                                                                                                  • Attitudes Toward Improvements in BTS Shopping Experience

                                                                                                                    • Key points
                                                                                                                      • Rewards and free shipping key in enhancing BTS shopping experiences
                                                                                                                        • Figure 77: Attitudes toward improvements in BTS shopping experiences, November 2013
                                                                                                                      • Women look for rewards; men seek in-store assistance in selecting BTS purchases
                                                                                                                        • Figure 78: Improvements sought in the BTS shopping experience (strongly agree), by gender, November 2013
                                                                                                                      • Low-income shoppers particularly receptive to BTS perks; free shipping essential for $50K-74.9K earners
                                                                                                                        • Figure 79: Improvements sought in the BTS shopping experience (strongly agree), by household income, November 2013
                                                                                                                    • Attitudes Toward Social Media Engagement in BTS Shopping

                                                                                                                      • Key points
                                                                                                                        • Using social media to promote BTS items
                                                                                                                          • Figure 80: Attitudes toward social media engagement in back-to-school shopping, November 2013
                                                                                                                        • Social media an essential marketing strategy when targeting Millennials
                                                                                                                          • Figure 81: Attitudes toward social media engagement in BTS shopping (any agree), by generation, November 2013
                                                                                                                        • Men avid users of social media when conducting BTS shopping research
                                                                                                                          • Figure 82: Attitudes toward social media engagement in BTS shopping (any agree), by gender, November 2013
                                                                                                                      • BTS Shopping Companions

                                                                                                                        • Key points
                                                                                                                          • Children most likely to accompany parents to shop for BTS items
                                                                                                                            • Figure 83: BTS shopping companions, by gender and age, November 2013
                                                                                                                          • Children of all grades accompany parents on BTS shopping
                                                                                                                            • Figure 84: BTS shopping companions, by grade level, November 2013
                                                                                                                        • BTS Shopping Activities, Purchases, and Retailers

                                                                                                                          • Key points
                                                                                                                            • Research, initiation, and completion for BTS shopping
                                                                                                                              • Most BTS shopping activity started and completed before school begins
                                                                                                                                • Figure 85: Research, initiation, and completion for back-to-school shopping, by product category, November 2013
                                                                                                                              • Affluent shoppers research, complete shopping for electronics prior to start of school
                                                                                                                                • Figure 86: Research and initiation for BTS shopping, by product category, by household income, November 2013
                                                                                                                                • Figure 87: When BTS shopping is completed, by product category, by household income, November 2013
                                                                                                                              • Retailers and channels shopped for BTS items
                                                                                                                                • Mass merchandisers the biggest BTS retail channel
                                                                                                                                  • Younger shoppers prioritize value in a BTS retailer/channel
                                                                                                                                    • Figure 88: Retailers and channels shopped for BTS items, by gender and age, November 2013
                                                                                                                                  • Value is in shoppers’ mindset, regardless of income
                                                                                                                                    • Figure 89: Retailers and channels shopped for BTS items, by household income, November 2013
                                                                                                                                  • BTS purchase process: online vs. in-store
                                                                                                                                    • Online/in-store browsing mostly leads to purchase at brick-and-mortar stores
                                                                                                                                      • Figure 90: Path to purchase for BTS online versus in-store shopping, by retail channel, November 2013
                                                                                                                                    • Most men browse and purchase BTS items in-store, though a few showroom
                                                                                                                                      • Tech-savvy young shoppers likely to make major purchases in-store
                                                                                                                                        • Figure 91: Path to purchase for BTS shopping (online versus in-store), by gender and age, November 2013
                                                                                                                                    • Hispanics vs. Non-Hispanics

                                                                                                                                      • Key points
                                                                                                                                        • Hispanics most likely social shoppers
                                                                                                                                          • Figure 92: BTS shopping companions, by Hispanic origin, November 2013
                                                                                                                                        • Social media and online promotions for Hispanic consumers
                                                                                                                                          • Figure 93: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, by Hispanic origin, November 2013
                                                                                                                                        • Hispanics likelier than average to pick BTS shopping destination from friends, family
                                                                                                                                          • Figure 94: Influential factors in BTS shopping, by Hispanic origin, November 2013
                                                                                                                                      • Cluster Analysis

                                                                                                                                          • Figure 95: Target clusters, November 2013
                                                                                                                                        • Apathetic BTS Shoppers
                                                                                                                                          • Demographics
                                                                                                                                            • Characteristics
                                                                                                                                              • Opportunity
                                                                                                                                                • Savvy and Prudent BTS Shoppers
                                                                                                                                                  • Demographics
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Impartial BTS Shoppers
                                                                                                                                                          • Demographics
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunity
                                                                                                                                                                • Cluster characteristic tables
                                                                                                                                                                  • Figure 96: Target clusters, November 2013
                                                                                                                                                                  • Figure 97: BTS shopping companions, by target clusters, November 2013
                                                                                                                                                                  • Figure 98: Preferred retail channels for BTS shopping, by retail channel, by target clusters, November 2013
                                                                                                                                                                  • Figure 99: Path to purchase for BTS, online versus in-store by retail channel, by target clusters, November 2013
                                                                                                                                                                  • Figure 100: Purchase process for shopping back-to-school supplies, electronics, and apparel/shoes/accessories, by target clusters, November 2013
                                                                                                                                                                  • Figure 101: Purchase process for shopping BTS supplies, electronics, and apparel/shoes/accessories (before school starting), by target clusters, November 2013
                                                                                                                                                                  • Figure 102: Purchase process for shopping BTS supplies, electronics, and apparel/shoes/accessories (one month/less before school starting), by target clusters, November 2013
                                                                                                                                                                  • Figure 103: Strategies for dealing with expenses of BTS shopping, by target clusters, November 2013
                                                                                                                                                                  • Figure 104: Influential factors in BTS shopping, by target clusters, November 2013
                                                                                                                                                                  • Figure 105: Attitudes toward money-saving strategies, social media engagement, online and in-store promotions, and improvement in BTS shopping experience, by target clusters, November 2013
                                                                                                                                                                • Cluster demographic tables
                                                                                                                                                                  • Figure 106: Target clusters, by gender, November 2013
                                                                                                                                                                  • Figure 107: Target clusters, by age, November 2013
                                                                                                                                                                  • Figure 108: Target clusters, by household income, November 2013
                                                                                                                                                                  • Figure 109: Target clusters, by race/Hispanic origin, November 2013
                                                                                                                                                                  • Figure 110: Target clusters, by parents with children and age, November 2013
                                                                                                                                                                  • Figure 111: Target clusters, grade level of children, November 2013
                                                                                                                                                                  • Figure 112: Target clusters, by BTS shopping companions, November 2013
                                                                                                                                                                  • Figure 113: Target clusters, by demographic, November 2013
                                                                                                                                                                • Cluster methodology
                                                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                                                  • Demographic characteristics of parents with school-aged children
                                                                                                                                                                    • Figure 114: Demographic characteristics of parents with school-aged children, by grade level of children, November 2013
                                                                                                                                                                  • BTS shopping companions
                                                                                                                                                                    • Figure 115: BTS shopping companions, by gender, November 2013
                                                                                                                                                                    • Figure 116: BTS shopping companions, by age, November 2013
                                                                                                                                                                    • Figure 117: BTS shopping companions, by region, November 2013
                                                                                                                                                                    • Figure 118: BTS shopping companions, by millennial parents, November 2013
                                                                                                                                                                    • Figure 119: BTS shopping companions, by Generation X parents, November 2013
                                                                                                                                                                    • Figure 120: BTS shopping companions, by parents with children and age, November 2013
                                                                                                                                                                  • Preferred retail channels
                                                                                                                                                                    • Figure 121: Retailers and channels shopped for BTS shopping, by gender, November 2013
                                                                                                                                                                    • Figure 122: Retailers and channels shopped for BTS shopping, by age, November 2013
                                                                                                                                                                    • Figure 123: Retailers and channels shopped for BTS shopping, by household income, November 2013
                                                                                                                                                                    • Figure 124: Retailers and channels shopped for BTS shopping, by Hispanic origin, November 2013
                                                                                                                                                                    • Figure 125: Retailers and channels shopped for BTS shopping, by region, November 2013
                                                                                                                                                                    • Figure 126: Retailers and channels shopped for BTS shopping, by generation, November 2013
                                                                                                                                                                    • Figure 127: Retailers and channels shopped for BTS shopping, by millennial parents, November 2013
                                                                                                                                                                    • Figure 128: Retailers and channels shopped for BTS shopping, by parents with children and age, November 2013
                                                                                                                                                                    • Figure 129: Retailers and channels shopped for BTS shopping, by BTS shopping companions, November 2013
                                                                                                                                                                    • Figure 130: Retailers and channels shopped for BTS shopping, by initializing BTS shopping (before school starts), November 2013
                                                                                                                                                                    • Figure 131: Retailers and channels shopped for BTS shopping, by completing BTS shopping (before school starts), November 2013
                                                                                                                                                                  • Path to purchase – BTS shopping online versus in-store
                                                                                                                                                                    • Figure 132: Path to purchase for BTS shopping by retail channel – online versus in-store, by gender, November 2013
                                                                                                                                                                    • Figure 133: Path to purchase for BTS shopping by retail channel – online versus in-store, by age, November 2013
                                                                                                                                                                    • Figure 134: Path to purchase for BTS shopping by retail channel – online versus in-store, by household income, November 2013
                                                                                                                                                                    • Figure 135: Path to purchase for BTS shopping by retail channel – online versus in-store, by Hispanic origin, November 2013
                                                                                                                                                                    • Figure 136: Path to purchase for BTS shopping by retail channel – online versus in-store, by region, November 2013
                                                                                                                                                                    • Figure 137: Path to purchase for BTS shopping by retail channel – online versus in-store, by generation, November 2013
                                                                                                                                                                    • Figure 138: Path to purchase for BTS shopping by retail channel – online versus in-store, by millennial parents, November 2013
                                                                                                                                                                    • Figure 139: Path to purchase for BTS shopping by retail channel – online versus in-store, by Generation X parents, November 2013
                                                                                                                                                                    • Figure 140: Path to purchase for BTS shopping by retail channel – online versus in-store, by parents with children and age, November 2013
                                                                                                                                                                    • Figure 141: Path to purchase for BTS shopping by retail channel – online versus in-store, by BTS shopping companions, November 2013
                                                                                                                                                                    • Figure 142: Path to purchase for BTS shopping (online versus in-store), by grade level of children, November 2013
                                                                                                                                                                    • Figure 143: Path to purchase for BTS shopping by retail channel – online versus in-store, by initializing back-to-school shopping before school starting, by supplies, electronics, and apparel, November 2013
                                                                                                                                                                    • Figure 144: Path to purchase for BTS shopping by retail channel – online versus in-store, by completing back-to-school shopping before school starting, by supplies, electronics, apparel, November 2013
                                                                                                                                                                  • Path to purchase – BTS shopping at Walmart
                                                                                                                                                                    • Figure 145: Path to purchase for BTS shopping (online versus in-store) at Walmart, by gender, November 2013
                                                                                                                                                                    • Figure 146: Path to purchase for BTS shopping (online versus in-store) at Walmart, by age, November 2013
                                                                                                                                                                    • Figure 147: Path to purchase for BTS shopping (online versus in-store) at Walmart, by household income, November 2013
                                                                                                                                                                    • Figure 148: Path to purchase for BTS shopping (online versus in-store) at Walmart, by Hispanic origin, November 2013
                                                                                                                                                                    • Figure 149: Path to purchase for BTS shopping (online versus in-store) at Walmart, by region, November 2013
                                                                                                                                                                    • Figure 150: Path to purchase for BTS shopping (online versus in-store) at Walmart, by generation, November 2013
                                                                                                                                                                    • Figure 151: Path to purchase for BTS shopping (online versus in-store) at Walmart, by millennial parents, November 2013
                                                                                                                                                                    • Figure 152: Path to purchase for BTS shopping (online versus in-store) at Walmart, by parents with children and age, November 2013
                                                                                                                                                                    • Figure 153: Path to purchase for BTS shopping (online versus in-store) at Walmart, by grade level of children, November 2013
                                                                                                                                                                  • Path to purchase – BTS shopping at Target
                                                                                                                                                                    • Figure 154: Path to purchase for BTS shopping (online versus in-store) at Target, by gender, November 2013
                                                                                                                                                                    • Figure 155: Path to purchase for BTS shopping (online versus in-store) at Target, by age, November 2013
                                                                                                                                                                    • Figure 156: Path to purchase for BTS shopping (online versus in-store) at Target, by generation, November 2013
                                                                                                                                                                    • Figure 157: Path to purchase for BTS shopping (online versus in-store) at Target, by parents with children and age, November 2013
                                                                                                                                                                    • Figure 158: Path to purchase for BTS shopping (online versus in-store) at Target, grade level of children, November 2013
                                                                                                                                                                    • Figure 159: Path to purchase for BTS shopping (online versus in-store) at Target, by BTS shopping companions, November 2013
                                                                                                                                                                  • Strategies for dealing with expenses of BTS shopping
                                                                                                                                                                    • Figure 160: Strategies for dealing with expenses of BTS shopping, by gender, November 2013
                                                                                                                                                                    • Figure 161: Strategies for dealing with expenses of BTS shopping, by age, November 2013
                                                                                                                                                                    • Figure 162: Strategies for dealing with expenses of BTS shopping, by household income, November 2013
                                                                                                                                                                    • Figure 163: Strategies for dealing with expenses of BTS shopping, by Hispanic origin, November 2013
                                                                                                                                                                    • Figure 164: Strategies for dealing with expenses of BTS shopping, by region, November 2013
                                                                                                                                                                    • Figure 165: Strategies for dealing with expenses of BTS shopping, by parents with children and age, November 2013
                                                                                                                                                                    • Figure 166: Strategies for dealing with expenses of BTS shopping, by grade level of children, November 2013
                                                                                                                                                                    • Figure 167: Strategies for dealing with expenses of BTS shopping, by BTS shopping companions, November 2013
                                                                                                                                                                  • Influential factors in back-to-school shopping
                                                                                                                                                                    • Figure 168: Influential factors in back-to-school shopping, by gender, November 2013
                                                                                                                                                                    • Figure 169: Influential factors in back-to-school shopping, by age, November 2013
                                                                                                                                                                    • Figure 170: Influential factors in back-to-school shopping, by household income, November 2013
                                                                                                                                                                    • Figure 171: Influential factors in back-to-school shopping, by Hispanic origin, November 2013
                                                                                                                                                                    • Figure 172: Influential factors in back-to-school shopping, by region, November 2013
                                                                                                                                                                    • Figure 173: Influential factors in back-to-school shopping, by generation, November 2013
                                                                                                                                                                    • Figure 174: Influential factors in back-to-school shopping, by millennial parents, November 2013
                                                                                                                                                                    • Figure 175: Influential factors in back-to-school shopping, by Generation X parents, November 2013
                                                                                                                                                                    • Figure 176: Influential factors in back-to-school shopping, by parents with children and age, November 2013
                                                                                                                                                                    • Figure 177: Influential factors in back-to-school shopping, by BTS shopping companions, November 2013
                                                                                                                                                                    • Figure 178: Influential factors in back-to-school shopping, by select strategies for dealing with expenses for BTS shopping, November 2013 (part 1)
                                                                                                                                                                    • Figure 179: Influential factors in back-to-school shopping, by select strategies for dealing with expenses for BTS shopping, November 2013 (part 2)
                                                                                                                                                                  • Attitudes toward money-saving strategies, social media engagement, online and in-store promotions, and improvements in BTS shopping experience
                                                                                                                                                                    • Figure 180: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, November 2013
                                                                                                                                                                    • Figure 181: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, by gender, November 2013
                                                                                                                                                                    • Figure 182: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, by age, November 2013
                                                                                                                                                                    • Figure 183: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, by household income, November 2013
                                                                                                                                                                    • Figure 184: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, by Hispanic origin, November 2013
                                                                                                                                                                    • Figure 185: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, by parents with children and age, November 2013
                                                                                                                                                                    • Figure 186: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, by BTS shopping companions, November 2013
                                                                                                                                                                • Appendix – Social Media

                                                                                                                                                                  • Brand usage or awareness
                                                                                                                                                                    • Figure 187: Brand usage or awareness, November 2013
                                                                                                                                                                    • Figure 188: Walmart usage or awareness, by demographics, November 2013
                                                                                                                                                                    • Figure 189: Target usage or awareness, by demographics, November 2013
                                                                                                                                                                    • Figure 190: Kmart usage or awareness, by demographics, November 2013
                                                                                                                                                                    • Figure 191: Macy’s usage or awareness, by demographics, November 2013
                                                                                                                                                                    • Figure 192: Amazon.com usage or awareness, by demographics, November 2013
                                                                                                                                                                    • Figure 193: JCPenney usage or awareness, by demographics, November 2013
                                                                                                                                                                  • Activities done
                                                                                                                                                                    • Figure 194: Activities done, November 2013
                                                                                                                                                                    • Figure 195: Walmart – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
                                                                                                                                                                    • Figure 196: Walmart – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
                                                                                                                                                                    • Figure 197: Walmart – Activities done – I follow/like the brand on social media because, by demographics, November 2013
                                                                                                                                                                    • Figure 198: Walmart – Activities done – I have researched the brand on social media to, by demographics, November 2013
                                                                                                                                                                    • Figure 199: Target – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
                                                                                                                                                                    • Figure 200: Target – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
                                                                                                                                                                    • Figure 201: Target – Activities done – I follow/like the brand on social media because, by demographics, November 2013
                                                                                                                                                                    • Figure 202: Target – Activities done – I have researched the brand on social media to, by demographics, November 2013
                                                                                                                                                                    • Figure 203: Kmart – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
                                                                                                                                                                    • Figure 204: Kmart – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
                                                                                                                                                                    • Figure 205: Kmart – Activities done – I have researched the brand on social media to, by demographics, November 2013
                                                                                                                                                                    • Figure 206: Macy's – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
                                                                                                                                                                    • Figure 207: Amazon.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
                                                                                                                                                                    • Figure 208: Amazon.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
                                                                                                                                                                    • Figure 209: Amazon.com – Activities done – I follow/like the brand on social media because, by demographics, November 2013
                                                                                                                                                                    • Figure 210: Amazon.com – Activities done – I have researched the brand on social media to, by demographics, November 2013
                                                                                                                                                                    • Figure 211: JCPenney – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
                                                                                                                                                                    • Figure 212: JCPenney – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
                                                                                                                                                                    • Figure 213: JCPenney – Activities done – I have researched the brand on social media to, by demographics, November 2013
                                                                                                                                                                  • Online conversations
                                                                                                                                                                    • Figure 214: Online mentions, selected back-to-school retailers, Dec. 16, 2012-Dec. 15, 2013
                                                                                                                                                                • Appendix – Trade Associations

                                                                                                                                                                  Companies Covered

                                                                                                                                                                  • Kmart Corporation
                                                                                                                                                                  • National Retail Federation (NRF)
                                                                                                                                                                  • Target Corporation
                                                                                                                                                                  • Walmart Stores (USA)

                                                                                                                                                                  Back-to-School Shopping - US - January 2014

                                                                                                                                                                  £3,199.84 (Excl.Tax)