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BACK-TO-SCHOOL
2015 CHEAT SHEET
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Back-to-School
Back...
U.S. ECONOMY IS IMPACTING
FEWER SHOPPERS THIS YEARA survey-high 24 percent of back-to-school shoppers say the state of the...
WHERE WILL BACK-TO-SCHOOL
SHOPPERS SPEND THEIR DOLLARS?Discount stores will see the most back-to-school shoppers (62%),
th...
MOST OF SCHOOL SHOPPERS’ BUDGETS WILL
BE SPENT ON APPAREL AND ELECTRONICS
Back-to-school shoppers plan to spend an average...
-9.1% -10.1%
22.2%
43.8%
-0.9%
At least two months
before school starts
Three weeks to one month
before school starts
One-...
STUDENTS OPEN THEIR WALLETS
FOR BACK TO SCHOOL
Students in grades K-12 have lost a little sway this year. Only 6 percent o...
DORM RESIDENCY GROWS, AND SO
DOES SPENDING ON FURNISHINGS
31 percent of college students will live in a dorm room or colle...
SHOPPERS CHOOSE, RETAILERS DELIVER
More than 90 percent of online back-to-college and school shoppers will take advantage
...
K-12 VS COLLEGE
Tots and teens may require more supplies to start a school year, but
it’s the college shoppers that bring ...
Back to School/College $68
Mother's Day $21.2
Valentine's Day $18.9
Easter $16.4
Super Bowl $14.3
Father's Day $12.7
Hallo...
HISTORICAL TRENDS:
A LOOK AT BACK-TO-SCHOOL 2014
Driven by increased demand for electronics and school supplies, families ...
HISTORICAL TRENDS:
A LOOK AT BACK-TO-SCHOOL 2013
After spending record amounts on new school supplies, apparel and electro...
HISTORICAL TRENDS:
A LOOK AT BACK-TO-SCHOOL 2012
Spending reached $690 on average in 2012, the highest amount in the surve...
HISTORICAL TRENDS:
A LOOK AT BACK-TO-SCHOOL 2011
A tough economy forced parents to tighten their budgets in 2011. Parents ...
NRF/Prosper Insights & Analytics’ Back-to-School Spending
Survey polls more than 6,000 consumers each year and
has a margi...
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Back-to-School 2015 Cheat Sheet

Your guide to historical back-to-school shopping trends and a look at top findings from the 2015 NRF Back to School/College Spending Survey conducted by Prosper Insights & Analytics. Learn more and dig into the data: https://nrf.com/backtoschool.

Back-to-School 2015 Cheat Sheet

  1. 1. BACK-TO-SCHOOL 2015 CHEAT SHEET
  2. 2. $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Back-to-School Back-to-College BTS & BTC Combined Average Spending: 2005-2015 Average annual back-to-school spending has grown 42 percent over the last 10 years. This year, the average family with children in grades K-12 plans to spend $630. Source: 2015 NRF Back to School/College Spending Survey conducted by Prosper Insights & Analytics 10 YEARS OF BACK-TO-SCHOOL SPENDING nrf.com/backtoschool
  3. 3. U.S. ECONOMY IS IMPACTING FEWER SHOPPERS THIS YEARA survey-high 24 percent of back-to-school shoppers say the state of the U.S. economy will not impact their shopping, up from 19 percent last year. Source: 2015 NRF Back to School/College Spending Survey conducted by Prosper Insights & Analytics 14.9% 14.3% 13.9% 15.2% 19.5% 18.9% 23.6% 2009 2010 2011 2012 2013 2014 2015 Percent of back-to-school buyers who indicate that the economy will not impact their spending decisions nrf.com/backtoschool
  4. 4. WHERE WILL BACK-TO-SCHOOL SHOPPERS SPEND THEIR DOLLARS?Discount stores will see the most back-to-school shoppers (62%), though that’s the lowest market share in the survey’s 13-year history. Source: 2015 NRF Back to School/College Spending Survey conducted by Prosper Insights & Analytics -12.7% 9.1% 15.6% -25.6% -22.5% Discount Store Clothing Store Online Drug Store Thrift Stores/ Resale Shops Where are back-to-school shoppers spending their dollars? (Percentage change over the last five years) nrf.com/backtoschool
  5. 5. MOST OF SCHOOL SHOPPERS’ BUDGETS WILL BE SPENT ON APPAREL AND ELECTRONICS Back-to-school shoppers plan to spend an average of $630. Most of that will be spent on apparel and electronics. Source: 2015 NRF Back to School/College Spending Survey conducted by Prosper Insights & Analytics $50.00 $100.00 $150.00 $200.00 $250.00 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Back-to-school spending by category: 2005-2015 Clothing and accessories (excluding shoes) Shoes School supplies such as notebooks, folders, pencils, backpacks and lunchboxes Electronics or computer-related equipment such as a home computer, laptop, handheld organizer or calculator nrf.com/backtoschool
  6. 6. -9.1% -10.1% 22.2% 43.8% -0.9% At least two months before school starts Three weeks to one month before school starts One-two weeks before school starts The week school starts After school starts Percent change in respondents indicating when they will purchase: 2015 vs. 2010 MORE SCHOOL AND COLLEGE SHOPPERS ARE PLANNING TO PROCRASTINATE 30 percent of back-to-school shoppers will wait until one or two weeks before school starts to begin shopping, up from 25 percent last year. Additionally, 37 percent of back-to-college shoppers will start shopping three weeks to one month before school starts, up from 33 percent last year. Source: 2015 NRF Back to School/College Spending Survey conducted by Prosper Insights & Analytics nrf.com/backtoschool
  7. 7. STUDENTS OPEN THEIR WALLETS FOR BACK TO SCHOOL Students in grades K-12 have lost a little sway this year. Only 6 percent of families say all of their back-to-school shopping decisions are influenced by their kids, down from 10 percent last year. But that’s OK; teenagers and pre-teens will spend their own money. Source: 2015 NRF Back to School/College Spending Survey conducted by Prosper Insights & Analytics The average amount a teenager plans to spend of their own money on back to school. The average amount a pre-teen plans to spend of their own money on back to school. nrf.com/backtoschool
  8. 8. DORM RESIDENCY GROWS, AND SO DOES SPENDING ON FURNISHINGS 31 percent of college students will live in a dorm room or college housing this year. The average college family plans to spend $126 on dorm and apartment furnishings. Source: 2015 NRF Back to School/College Spending Survey conducted by Prosper Insights & Analytics $109.9 $90.9 $80.1 $96.9 $96.8 $100.3 $104.8 $96.7 $126.3 18.7% 18.0% 15.8% 18.8% 18.1% 25.9% 22.5% 23.9% 31.3% 2007 2008 2009 2010 2011 2012 2013 2014 2015 Students will be living in (and spending on) dorm rooms Average spend on dorm furnishings % of students planning to live in dorms nrf.com/backtoschool
  9. 9. SHOPPERS CHOOSE, RETAILERS DELIVER More than 90 percent of online back-to-college and school shoppers will take advantage of free shipping, and almost half will buy online and pick up in store. Source: 2015 NRF Back to School/College Spending Survey conducted by Prosper Insights & Analytics Buy online, pick up in store/ Ship to store Expedited shipping Free shipping Reserve online Same-day delivery Free shipping and buy online, pick up in store/ ship to store are the most popular offerings Back to School Back to College 48.4% 17.3% 92.1% 9.1% 10.2% 46.9% 15.5% 90.2% 6.9% 7.4% nrf.com/backtoschool
  10. 10. K-12 VS COLLEGE Tots and teens may require more supplies to start a school year, but it’s the college shoppers that bring in the most business for retailers. Source: 2015 NRF Back to School/College Spending Survey conducted by Prosper Insights & Analytics $67 $207 $137 $986 $770 $899 $98 $197 $218 $662 $662 $630 School supplies Electronics Apparel High school vs college freshman High school vs college senior Average spend Average Spends 45% 48% 24% 56% 62% 30% Shop at department stores Shop at discount stores Start shopping 1 – 2 weeks before school starts K–12 College $43.1 $24.9 College K-12 Total spend (in Billions) nrf.com/backtoschool
  11. 11. Back to School/College $68 Mother's Day $21.2 Valentine's Day $18.9 Easter $16.4 Super Bowl $14.3 Father's Day $12.7 Halloween $7.4 St. Patrick's Day $4.6 Winter holidays $616.1 TOTAL SPENDING(in Billions) Second only to the winter holidays, spending on back-to-school and college means big business for retailers large and small. Source: NRF consumer surveys conducted by Prosper Insights & Analysis. nrf.com/backtoschool
  12. 12. HISTORICAL TRENDS: A LOOK AT BACK-TO-SCHOOL 2014 Driven by increased demand for electronics and school supplies, families with children in grades K-12 planned to an average $669 on school items, up 5 percent from 2013. $5 $10 $15 $20 $25 $30 $35 2011 2012 2013 2014 2015 Average spend per household Total spend on back-to-school (in billions) $5 $10 $15 $20 $25 $30 $35 $560 $580 $600 $620 $640 $660 $680 $700 Average spending per household Total spending on back-to-school (in billions) 2011 2012 2013 2014 2015 nrf.com/backtoschool
  13. 13. HISTORICAL TRENDS: A LOOK AT BACK-TO-SCHOOL 2013 After spending record amounts on new school supplies, apparel and electronics in 2012, parents asked their children to reuse everything they could in 2013 to help save a few bucks. $5 $10 $15 $20 $25 $30 $35 $560 $580 $600 $620 $640 $660 $680 $700 2011 2012 2013 2014 2015 Average spend per household Total spend on back-to-school (in billions) $5 $10 $15 $20 $25 $30 $3 Average spending per household Total spending on back-to-school (in billions) 2011 2012 2013 2014 2015 nrf.com/backtoschool
  14. 14. HISTORICAL TRENDS: A LOOK AT BACK-TO-SCHOOL 2012 Spending reached $690 on average in 2012, the highest amount in the survey’s history. Two years of trimmed budgets and high levels of children entering grade school contributed to this growth. $5 $10 $15 $20 $25 $30 $35 $560 $580 $600 $620 $640 $660 $680 $700 2011 2012 2013 2014 2015 Average spending per household Total spending on back-to-school (in billions) 2012 nrf.com/backtoschool
  15. 15. HISTORICAL TRENDS: A LOOK AT BACK-TO-SCHOOL 2011 A tough economy forced parents to tighten their budgets in 2011. Parents asked their children to reuse what they could for the new school year to help save money. $5 $10 $15 $20 $25 $30 $35 $560 $580 $600 $620 $640 $660 $680 $700 2011 2012 2013 2014 2015 Average spending per household Total spending on back-to-school (in billions) 2011 nrf.com/backtoschool
  16. 16. NRF/Prosper Insights & Analytics’ Back-to-School Spending Survey polls more than 6,000 consumers each year and has a margin of error between +/- 1 to 1.3 percentage points. nrf.com/backtoschool

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