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2017
BACK TO SCHOOL &
BACK TO COLLEGE
NRF and Prosper Insights & Analytics
HISTORICAL BACK-TO-SCHOOL AND COLLEGE SPENDING
(Total Spending in Billions)
Back-to-School Combined Total Spending:
2007-2...
10 YEARS OF BACK-TO-SCHOOL SPENDING
PER HOUSEHOLD
2008 2009 2010 2011 2012 2013 2014 2015 2016
$630.36
$673.57
$415.00
$51...
Source: 2017 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics
MOST BACK-TO-SCHOOL SHOP...
BACK-TO-COLLEGE SPENDING SINCE 2009
2010 2011 2012 2013 2014 2015 2016
$899.18
$888.71
$969.88
$415.00
$515.00
$615.00
$71...
Source: 2017 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics
MOST COLLEGE SHOPPERS WI...
WHERE WILL CONSUMERS SHOP DURING
BACK-TO-CLASS SEASON?
Back-to-school and college shoppers are purchasing across a variety...
26.1%
33.8%
25.1%
6.4%
8.5%
27.1%
46.7%
21.0%
2.1% 3.1%
31.9%
34.6%
20.7%
7.0% 5.8%
2016 2017
When Back-to-School
Shoppers...
SHOPPERS PLAN TO TAKE ADVANTAGE OF FREE SHIPPING
Roughly nine in 10 back-to-school and college shoppers will take advantag...
$655.8
$83.6
$23.6 $18.4 $18.2
$0.0
$100.0
$200.0
$300.0
$400.0
$500.0
$600.0
$700.0
Winter Holidays* Mother's Day EasterB...
WHAT’S LEFT FOR BACK-TO-SCHOOL SHOPPERS
Back-to-school shoppers aren’t quite done tackling their lists: 64% have completed...
WHAT’S LEFT FOR BACK-TO-COLLEGE SHOPPERS
Back-to-college shoppers aren’t done either: 64% have completed half or less of t...
NRF/Prosper Insights & Analytics’ Back-to-School Spending
Survey polls more than 7,000 consumers each year and
has a margi...
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Top Trends for 2017 Back-to-School and College Shopping

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Each year, NRF works with Prosper Insights & Analytics to find out when, where and how American families will shop for school and college supplies. Here are just a few insights from this year’s consumer survey. https://nrf.com/resources/consumer-data/back-school-headquarters

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Top Trends for 2017 Back-to-School and College Shopping

  1. 1. 2017 BACK TO SCHOOL & BACK TO COLLEGE NRF and Prosper Insights & Analytics
  2. 2. HISTORICAL BACK-TO-SCHOOL AND COLLEGE SPENDING (Total Spending in Billions) Back-to-School Combined Total Spending: 2007-2017 Back-to-College Combined Total Spending: 2009-2017 $$1188..44 $$2200..11 $$1177..44 $$2211..44 $$2222..88 $$3300..33 $$2266..77 $$2266..55 $$2244..99 $15.0 $20.0 $25.0 $30.0 $35.0 $40.0 $45.0 $50.0 $55.0 $60.0 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 $$4411..22 $$4455..88 $$4466..00 $$5533..55 $$4455..88 $$4488..44 $$4433..11 2009 2010 2011 2012 2013 2014 2015 2016 $15.0 $20.0 $25.0 $30.0 $35.0 $40.0 $45.0 $50.0 $55.0 $60.0 $27.3 $29.5 2017 $48.5 $54.1 Back-to-school spending is expected to reach $29.5 billion this year, up from $27.3 billion in 2016. Back-to- college spending has also seen an increase, totaling an expected $54.1 billion, compared with $48.5 billion last year. Total combined spending is expected to reach $83.6 billion. Source: 2017 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics nrf.com/backtoschool
  3. 3. 10 YEARS OF BACK-TO-SCHOOL SPENDING PER HOUSEHOLD 2008 2009 2010 2011 2012 2013 2014 2015 2016 $630.36 $673.57 $415.00 $515.00 $615.00 $715.00 $15.00 $115.00 $215.00 $315.00 Back-to-School Spending Per Household: 2007-2017 $563.49 $594.24 $548.72 $606.40 $603.63 $688.62 $634.78 $669.28 20172007 $687.72 Overall back-to-school spending is up from last year with shoppers spending an average of $688 compared with $674 last year. Source: 2017 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics nrf.com/backtoschool
  4. 4. Source: 2017 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics MOST BACK-TO-SCHOOL SHOPPERS WILL SPEND THEIR BUDGET ON APPAREL AND ELECTRONICS Back-to-school shoppers plan to spend an average of $688, of which 64% will be spent on apparel and electronics. $50.00 $100.00 $150.00 $200.00 $250.00 2016 Back-to-School Spending by Category: 2007-2017 Clothing and accessories Shoes School supplies Electronics 2008 2009 2010 2011 2012 2013 2014 2015 $238.89 $204.33 $130.38 $114.12 $235.39 $204.06 $126.55 $107.76 20172007 $217.82 $197.24 $117.56 $97.74 $94.02 $108.42$129.24 $231.80 $98.37 $109.75 $151.61 $234.51 $82.62 $93.59 $167.84 $204.67 $96.39 $102.93 $181.61 $225.47 $88.99 $104.53 $189.51 $220.60 $95.44 $129.20 $217.88 $246.10 $90.49 $114.39 $199.05 $230.85 $101.18 $124.46 $212.35 $231.30 nrf.com/backtoschool
  5. 5. BACK-TO-COLLEGE SPENDING SINCE 2009 2010 2011 2012 2013 2014 2015 2016 $899.18 $888.71 $969.88 $415.00 $515.00 $615.00 $715.00 $15.00 $115.00 $215.00 $315.00 $845.98 $835.73 $808.71 $907.22 $836.83 $916.48 2017 $815.00 $915.00 2009 Back-to-College Spending Per Household: 2009-2017 Overall back-to-college spending is up from last year with shoppers spending an average of $970 compared with $889 in 2016. Source: 2017 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics nrf.com/backtoschool
  6. 6. Source: 2017 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics MOST COLLEGE SHOPPERS WILL SPEND THEIR BUDGET ON APPAREL AND ELECTRONICS In addition to items like electronics, dorm furnishings and apparel, back-to-college season is also a time for consumers to stock up on nonessentials such as college-branded gear, food and personal care items to help them get through the school semester. In total, these nonessentials make up 35% of back-to-college household spending. $50.00 $100.00 $150.00 $200.00 $250.00 2016 Back-to-College Spending by Category: 2009-2017 Clothing and accessories Shoes Personal care items Gift cards or prepaid cards Collegiate gear Food items Dorm or apartment furnishings School supplies Electronics 2010 2011 2012 2013 2014 2015 20172009 $229.20 $142.90 $134.20 $105.58 $81.00 $81.38 $70.08 $68.99 $56.57 nrf.com/backtoschool
  7. 7. WHERE WILL CONSUMERS SHOP DURING BACK-TO-CLASS SEASON? Back-to-school and college shoppers are purchasing across a variety of store types – from department stores to clothing or electronics stores. Department store Discount store Clothing store Online Office supply Electronics store Online Discount store Department store College bookstore Office supply Clothing store Where Back-to-School Consumers Plan to Shop (Only showing top responses) Where Back-to-College Consumers Plan to Shop (Only showing top responses) 57.1% 46.0% 35.6% 44.1% 38.5% 29.1% 54.1% 45.5% 24.6% 40.0% 33.5% 26.2% Source: 2017 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics nrf.com/backtoschool
  8. 8. 26.1% 33.8% 25.1% 6.4% 8.5% 27.1% 46.7% 21.0% 2.1% 3.1% 31.9% 34.6% 20.7% 7.0% 5.8% 2016 2017 When Back-to-School Shoppers Plan to Shop 2016 2017 When Back-to-College Shoppers Plan to Shop At least 2 months before school starts 3 weeks to 1 month before school starts One to two weeks before school starts The week school starts After school starts At least 2 months before school starts 3 weeks to 1 month before school starts 1-2 weeks before school starts The week school starts After school starts 22.2% 50.9% 22.1% 2.1% 2.7% MORE BACK-TO-SCHOOL AND COLLEGE SHOPPERS ARE STARTING EARLY Both back-to-school and college shoppers are starting even earlier this year. Approximately three in 10 plan to shop at least two months before school starts, a 22% increase compared with last year. Source: 2017 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics nrf.com/backtoschool
  9. 9. SHOPPERS PLAN TO TAKE ADVANTAGE OF FREE SHIPPING Roughly nine in 10 back-to-school and college shoppers will take advantage of free shipping; around half will buy online and pickup in store. Reserve online Same-day delivery Do you plan to take advantage of any of the following shipping services when shopping online for back-to-school/back-to-college this year? Back to School Back to College Free shipping Expedited shipping OtherBuy online, pick up in store / Ship to store 90.5% 54.0% 14.1% 7.8% 10.0% 0.5% 88.7% 44.3% 16.3% 7.6% 9.4% 1.3% When it comes to back-to-school shopping, women are significantly more likely to use buy online, pickup in store / ship to store, while men are significantly more likely to utilize expedited shipping. Slicing and dicing the data: Source: 2017 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics nrf.com/backtoschool
  10. 10. $655.8 $83.6 $23.6 $18.4 $18.2 $0.0 $100.0 $200.0 $300.0 $400.0 $500.0 $600.0 $700.0 Winter Holidays* Mother's Day EasterBack to School /College Total Spending (in billions) Only showing top five holidays with highest spending Valentine's Day TOP FIVE SPENDING HOLIDAYS Unlike Christmas or other gift-giving holidays, back-to-school and college spending are “needs-driven” and not discretionary. However, back-to-school and college is the second biggest consumer spending season for retailers. Source: 2017 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics *Source: NRF forecast nrf.com/backtoschool
  11. 11. WHAT’S LEFT FOR BACK-TO-SCHOOL SHOPPERS Back-to-school shoppers aren’t quite done tackling their lists: 64% have completed half or less of their purchases and still have more supplies, clothing, shoes and electronics to buy. 78.9% 57.7% 1.1% 75.4% 21.2% 0% 1% – 10% 11% – 25% 26% – 50% 51% – 75% 76% – 99% 100% School supplies Clothing and accessories Shoes Electronics or computer-related equipment Other Percent of Back-to-School Shopping Completed So Far Items Back-to-School Shoppers Still Need to Buy 23.1% 12.6% 14.1% 10.8% 17.8% 8.6% 13.0% 64% have completed half or less of their back-to-school purchases. Source: 2017 NRF Back-to-School/College Shopping Update Survey, conducted by Prosper Insights & Analytics nrf.com/backtoschool
  12. 12. WHAT’S LEFT FOR BACK-TO-COLLEGE SHOPPERS Back-to-college shoppers aren’t done either: 64% have completed half or less of their purchases and still have more to buy from school supplies and electronics to dorm or apartment furnishings. 0% 1% – 10% 11% – 25% 26% – 50% 51% – 75% 76% – 99% 100% 60.5% School supplies 33.1% Shoes 32.1% Personal care items 30.2% Food items 28.9% Electronics or computer- related equipment 22.4% Dorm or apartment furnishings 18.7% Collegiate branded gear or supplies 8.2% Gift cards or pre-paid cards 3.9% Other Percent of Back-to-College Shopping Completed So Far Items Back-to-College Shoppers Still Need to Buy 25.6% 13.2% 14.0% 8.8% 16.2% 9.8% 12.4% 64% have completed half or less of their back-to-college purchases. Clothing and accessories 51.3% Source: 2017 NRF Back-to-School/College Shopping Update Survey, conducted by Prosper Insights & Analytics nrf.com/backtoschool
  13. 13. NRF/Prosper Insights & Analytics’ Back-to-School Spending Survey polls more than 7,000 consumers each year and has a margin of error between +/- 1.2 percentage points. nrf.com/backtoschool

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