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5 trends
BACK-2-SCHOOL SHOPPING
changing
by chris barbee, strategist
the back-2-school shopping
season is second only to
holiday shopping
by 9%
this year b2s
sales are expected to be
down
what gives, jack?
a hangover
from last year’s pent-up demand?
no.
high gas prices?
no.
increased payroll taxes?
no.
some contributing factors
some contributing factors
year-round schooling
some contributing factors
year-round schooling
just-in-time shopping
some contributing factors
year-round schooling
just-in-time shopping
online ordering
some contributing factors
year-round schooling
just-in-time shopping
online ordering
smartphones & tablets
some contributing factors
year-round schooling
just-in-time shopping
online ordering
smartphones & tablets
teenage unemployment
1year-round schooling
in 2010more than 20% of u.s.
public schools were on year-round calendars
because of these programs
families are shrinking the
traditional fall shopping list
so fall tax holidays are used
to encourage b2s shopping
2just-in-time shopping
this is a lingering
behavior from
the recession
the needs of each child
tend to be spread
throughout the school year
an effort by parents to better manage budgets
almost 50%of working moms
report they will
reuse last year’s supplies
backpacks last beyond may
almost 50%of working moms
report they will
reuse last year’s supplies
almost 50%of working moms
report they will
reuse last year’s supplies
Tennis shoes aren’t only needed in August.
& families are waiting
for class-assigned
supply lists
additionally...
Trend-savvy teens aren’t purchasing fall
fashions months in advance anymore because of
FAST FASHION
Trend-savvy teens aren’t purchasing fall
fashions months in advance anymore because of
FAST FASHION
these retailers are inexpensive &
constantly update inventory to
stay with trends
3online shopping
this yearnielsen predicts 21% of b2s
shopping will happen online
That’s up almost 8%
from 2010
which fuels just-in-time & comparison shopping habits
4smartphones & tablets
these items are
replacing traditional
school supplies
these items are
replacing traditional
school supplies
Books.
these items are
replacing traditional
school supplies
Books.
Laptops.
these items are
replacing traditional
school supplies
Books.
Laptops.
Calculators.
these items are
replacing traditional
school supplies
Books.
Laptops.
Calculators.
Trapper-Keepers.
yes. trapper-keepers.
they’re also
lasting much longer
as tech improves
only 55% of k-12 will purchase new
electronics this year
& those who do
will spend about 12% less
than last year
5teenage unemployment
while overall
unemployment is down to 7.4%
the rate for teens is still at 23.7%
why is this important?
35% of teens help pay
for b2s shopping
so how should marketers deal with these new trends?
space promotions
across 12 month calendar
Don’t anticipate seasonal spikes in sales.
compliment online sales
with offline promos
don’t make moms choose
And available year-round.
keep fashions fresh
don’t fight the tech revolution
adapt. evolve. survive.
and finally...
drive sales by utlizing
student-only discounts
5 Trends Changing Back-To-School Shopping

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