What is contributing to the slowdown in back-to-school sales?

1. 5 trends
BACK-2-SCHOOL SHOPPING
changing
by chris barbee, strategist

2. the back-2-school shopping
season is second only to
holiday shopping

3. by 9%
this year b2s
sales are expected to be
down

4. what gives, jack?

5. a hangover
from last year’s pent-up demand?

6. no.

7. high gas prices?

8. no.

9. increased payroll taxes?

10. no.

11. some contributing factors

12. some contributing factors
year-round schooling

13. some contributing factors
year-round schooling
just-in-time shopping

14. some contributing factors
year-round schooling
just-in-time shopping
online ordering

15. some contributing factors
year-round schooling
just-in-time shopping
online ordering
smartphones & tablets

16. some contributing factors
year-round schooling
just-in-time shopping
online ordering
smartphones & tablets
teenage unemployment

17. 1year-round schooling

18. in 2010more than 20% of u.s.
public schools were on year-round calendars

19. because of these programs
families are shrinking the
traditional fall shopping list

20. so fall tax holidays are used
to encourage b2s shopping

21. 2just-in-time shopping

22. this is a lingering
behavior from
the recession

23. the needs of each child
tend to be spread
throughout the school year

24. an effort by parents to better manage budgets

25. almost 50%of working moms
report they will
reuse last year’s supplies

26. backpacks last beyond may
almost 50%of working moms
report they will
reuse last year’s supplies

27. almost 50%of working moms
report they will
reuse last year’s supplies
Tennis shoes aren’t only needed in August.

28. & families are waiting
for class-assigned
supply lists

29. additionally...

30. Trend-savvy teens aren’t purchasing fall
fashions months in advance anymore because of
FAST FASHION

31. Trend-savvy teens aren’t purchasing fall
fashions months in advance anymore because of
FAST FASHION

32. these retailers are inexpensive &
constantly update inventory to
stay with trends

33. 3online shopping

34. this yearnielsen predicts 21% of b2s
shopping will happen online

35. That’s up almost 8%
from 2010

36. which fuels just-in-time & comparison shopping habits

37. 4smartphones & tablets

38. these items are
replacing traditional
school supplies

39. these items are
replacing traditional
school supplies
Books.

40. these items are
replacing traditional
school supplies
Books.
Laptops.

41. these items are
replacing traditional
school supplies
Books.
Laptops.
Calculators.

42. these items are
replacing traditional
school supplies
Books.
Laptops.
Calculators.
Trapper-Keepers.

43. yes. trapper-keepers.

44. they’re also
lasting much longer
as tech improves

45. only 55% of k-12 will purchase new
electronics this year
& those who do
will spend about 12% less
than last year

46. 5teenage unemployment

47. while overall
unemployment is down to 7.4%
the rate for teens is still at 23.7%

48. why is this important?

49. 35% of teens help pay
for b2s shopping

50. so how should marketers deal with these new trends?

51. space promotions
across 12 month calendar
Don’t anticipate seasonal spikes in sales.

52. compliment online sales
with offline promos
don’t make moms choose

53. And available year-round.
keep fashions fresh

54. don’t fight the tech revolution

55. adapt. evolve. survive.

56. and finally...

57. drive sales by utlizing
student-only discounts