Back to School Shopping - US - January 2015
“With many retailers expanding the scope of their price matching policies, differentiating based on low prices is becoming increasingly difficult. However, shoppers’ trust is an increasingly important currency that can be exchanged for engagement. Retailers that can meet needs as specific as individual school requirements can build that trust, thus appearing not as simply a provider of school supplies, but as a knowledgeable source of information regarding what students need in order to be successful.”
– Bryant Harland, Technology and Media Analyst
This report looks at the following areas:
- Back-to-school shopping participation
- Differentiation in back-to-school sales: Beyond discounts
- In-store and online back-to-school shopping
Anticipated back-to-school shopping spending has remained steady since 2010. In 2014, consumers reported they planned to spend over $70 billion on back-to-school in total (including both kindergarten through grade 12 and college spending), marking a slight increase from 2013. However, retailers face a growing challenge in the heightened demand for multichannel experiences across all retail categories.
This report explores what consumers want out of the retail experience when back-to-school shopping as well as the prominence of online and in-store purchasing. Other topics explored in this report include the types of information used on path to purchase, back-to-school shopping opinions, and both college and shopping for grades kindergarten through 12.
This report defines back-to-school shopping as any shopping done in preparation for a school term. This may include clothing and accessories, pens, pencils, paper, electronics, and other items consumers purchase specifically for school.
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