Description

Despite uncertainty, parents continue to prioritize back to school shopping. Price and convenience remain the key drivers, but emotional resonance still matters.

Brittany Steiger, Senior Analyst, US Retail and eCommerce Reports

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

    • Consumer Insights

      • Consumer fast facts
      • Back to school shoppers by the numbers
      • Graph 1: parents of children under age 18, by generation, 2023
      • Graph 2: Millennial parents, Younger versus Older Millennials, 2023
      • Graph 3: parents' employment status, 2023
      • Graph 4: parents' household income, 2023
      • Graph 5: parents' household financial situation, 2023
      • Graph 6: percent of households with related children under 18 in the household, by race and Hispanic origin, 2022
      • Back to school shopping participation
      • Graph 7: back to school shopping participation, 2023-24 school year, 2023
      • Graph 8: back to school shopping participation, by parents' generation, 2023-24 school year, 2023
      • Graph 9: upcoming educational milestones during the 2024-25 school year, by generation of parent, 2023
      • Back to school shopping approach
      • Graph 10: back to school shopping approach for the 2023-24 school year, 2023
      • Graph 11: back to school shopping approach for the 2023-24 school year, by household income, 2023
      • Graph 12: back to school shopping approach for the 2023-24 school year, by gender of parent, 2023
      • Graph 13: back to school shopping approach for the 2023-24 school year, by race and Hispanic origin, 2023
      • Shopping timeframe
      • Graph 14: back to school shopping timeframe for K-12, 2023
      • Graph 15: year-over-year comparison of back to school shopping timeframe, 2022 versus 2023
      • Graph 16: attitudes toward back to school shopping timeframe, 2023
      • Graph 17: year-over-year comparison, attitudes toward back to school shopping timeframe, 2022 versus 2023
      • Graph 18: attitudes toward last minute shopping, by generation, 2023
      • Graph 19: back to school shopping timeframe, by generation, 2023
      • Graph 20: attitudes toward back to school shopping timeframe, by household income, 2023
      • Graph 21: "When do you typically do most of your back to school shopping for K-12?", 2023
      • Retailers shopped
      • Graph 22: retailers shopped, 2023-24 school year
      • Graph 23: repertoire analysis of retailers shopped for back to school, 2023-24 school year, 2023
      • Graph 24: year over year comparison of retailers shopped, 2019-23
      • Graph 25: value retailers shopped, race and Hispanic origin, 2023-24 school year
      • Graph 26: value retailers shopped, by household financial position, 2023-24 school year
      • Graph 27: year over year comparison of retailers shopped, 2019-23
      • Graph 28: select retailers shopped, by gender of parent, 2023-24 school year, 2023
      • Graph 29: retailers shopped, by generation of parent, 2023-24 school year, 2023
      • Shopping methods
      • Graph 30: back to school shopping method, 2023-24 school year, 2023
      • Graph 31: year-over-year comparison of back to school shopping method, 2019-23
      • Graph 32: shopping method by household income, 2023-24 school year
      • Graph 33: devices used for online shopping, 2023-24 school year, 2023
      • Graph 34: year-over-year comparison, online shopping – desktop versus mobile device, 2023
      • Back to school purchases
      • Graph 35: items purchased for the 2023-24 school year and planned purchases for the 2024-25 school year, 2023
      • Graph 36: planned apparel purchases for the 2024-25 school year, by age and gender of child, 2023
      • Graph 37: planned purchases of school essentials for the 2024-25 school year, by age of child, 2023
      • Graph 38: purchases for extracurricular activities, bought for 2023-24 versus planned to buy for 2024-25, by household income, 2023
      • Graph 39: planned purchases of school supplies, 2024-25 school year, by gender of parent, 2023
      • Shopping behaviors
      • Graph 40: back to school shopping behaviors, 2023
      • Graph 41: back to school shopping behaviors, by gender of parent, 2023
      • Graph 42: back to school shopping behaviors, by household financial position, 2023
      • Graph 43: select shopping behaviors, by family structure, 2023
      • Graph 44: usage of BNPL services to purchase school items, by key demographics, 2023
      • Graph 45: use of alternative shopping options for back to school purchases, by generation of parent, 2023
      • Shopping influences
      • Graph 46: back to school shopping influences, 2023
      • Graph 47: back to school influences – media, by generation of parent, 2023
      • Graph 48: year-over-year comparison, promotions and coupons and brand familiarity, 2019-23
      • Graph 49: select back to school shopping influences, by household income, 2023
      • Attitudes toward back to school shopping
      • Graph 50: attitudes toward back to school shopping stress, 2019-2023
      • Graph 51: attitudes toward value, by household financial situation, 2023
      • Graph 52: select attitudes toward back to school shopping, by generation of parents, 2023
      • Graph 53: select attitudes toward back to school shopping, by gender of parent, 2023
    • Competitive Strategies

      • Marketing and advertising
      • Opportunities
    • The Market

      • Market context
      • Market drivers
      • Graph 54: headline CPI, core CPI, and shelter CPI, 2021-23
      • Graph 55: consumer sentiment index, 2021-24
      • Graph 56: households, by presence of own children, 2011-21
      • Market size and forecast
      • Graph 57: consumer's planned back to school (K-12) spending, in current dollars, 2018-23
      • Graph 58: consumer's planned back to school (K-12) spending, in current dollars, 2007-23
      • Graph 59: per household planned back to school (K-12) spending, in current dollars, 2018-23
      • Market segmentation
      • Graph 60: consumers' planned back to school (K-12) spending, by category, 2018-23
      • Graph 61: distribution of consumers' planned back to school (K-12) spending, by category, 2018-23
      • Graph 62: back to school (K-12) electronics spending, 2007-23
    • Appendix

      • Graph 63: year over year comparison of retailers shopped, 2019-23
      • Graph 64: planned purchases for the 2024-25 school year, by age and gender of child, 2023

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