SlideShare a Scribd company logo
Back-to-School Survey 2016
Shopping for the “Easy A”
Presentation title
[To edit, click View > Slide Master > Slide master1]
Copyright © 2016 Deloitte Development LLC. All rights reserved. 2
Key Insights & Findings
Deloitte’s 2016 Back-to-School Survey
Shoppers are likely to spend more this year, with early shoppers spending most but
budgets vary by category
Most shoppers are heading to physical stores and their lists are largely predetermined
Parents are using digital to do their research ahead of time; shopping is a surgical
strike
• Average total spend forecasted is $488
• 87% report that they are likely to spend the same or more than they did last year
• While clothing and school supplies still dominate back-to-school lists, computer and gadget
shoppers spend the most on tech
• Those who start before August are likely to spend 26% more than those who start later
• In-store still prevails over online for back-to-school season, except for purchases of technology
• 2/3 of spending for traditional categories – clothing and school supplies – will occur in store
• 67% say spending is more heavily influenced by the school’s recommended list than by their
children
• Nearly 1/3 will take advantage of pre-configured kits offered by the school or PTA
• More than half will utilize smartphones during the shopping journey; almost 1/3 will use tablets
• 61% will research online before purchasing products in the physical store
• 25% plan to use social media, mostly for transactional information versus inspiration
2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 3
Expect to
spend more
32%
Expect to
spend less
13%
Expect to
spend the
same
55%
Parents cite need for more items, expensive items, and higher prices as the
reasons behind their plan to spend more
87% of parents intend to spend the same or more compared to
last year
“How will your spending this year on Back-to-School items compare with what you spent last year?”
Why do you plan
to spend
“more”?
1. Children need more items
2. Children need more expensive items
3. Prices are generally higher
Why do you
plan to spend
“less”?
Source: Deloitte in-house survey
Note: Sample size (N) = 1200
Average Anticipated 2016 Back-to-School Spend: $488
81% say their financial situation is “better” or the “same” in 2016
1. Children need fewer items
2. Household has less money
3. Fewer children in grades K-12
2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 4
School supplies, clothes/shoes, and backpacks top the list of
products that parents plan to buy for their children
4%
6%
9%
10%
10%
12%
13%
78%
92%
95%
Wearable technology
Printer or other computer hardware
Computer software/small accessories
Cell phone/smart phone
Tablet, e-reader
Computer
Jewelry/handbag/accessories
Backpack/book bag/lunch box accessories
Clothes/shoes
School supplies
Source: Deloitte in-house survey
Note: Sample size (N) = 1200, multi select question
* Shoppers who stated that they will buy at least one of the technology items
“Please select the following product categories which you are planning to buy for your student.”
29%*
plan to spend on
technology products
2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 5
While clothing and school supplies still dominate back-to-school
lists, computer and gadget shoppers spend the most on tech
Category spend planned for 2016 back-to-school season
Source: Deloitte in-house survey
Note: Sample size (N) = 1200; Spending on voice and mobile data plans is excluded
Categories
93% plan to buy
Clothing & Accessories
Average spend $239
98% plan to buy
School Supplies
Average spend $122
19% plan to buy
Computers & Hardware
Average spend $456
20% plan to buy
Electronic Gadgets
Average spend $286
2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 6
Spending breakdown by category
Average spend (by category buyer) planned for 2016 back-to-school season
Source: Deloitte in-house survey
Note: Sample size (includes only respondents who will purchase the above mentioned category or item)
$55
$81
$84
$228
$209
$210
$255
$149
$158
$546
Backpack/book bag/lunch box
accessories
School supplies
Jewelry/handbag/accessories
Clothes/shoes
Wearable technology
Cell phone/smart phone
Tablet, e-reader
Printer or other computer hardware
Computer software/small accessories
Computer
Clothing &
Accessories
$239
$122
School
Supplies
Electronic
Gadgets
$286
Computers
& Hardware
$456
Categories Items
2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 7
2/3 of school supply shoppers will buy in a store; more than 1/3 of computer and hardware
shoppers will purchase online
In-store still prevails for back-to-school season, but channel
varies by category
Avg. B2S spending by channel
$106
Undecided*
?
$109
Online
$273
In-store
*Undecided (In-store/Online)
Source: Deloitte in-house survey
Note: Sample size (N) = 1200
Average spending by channel
$106
Undecided*
?
$109
Online
$273
In-store
*Undecided (In-store/Online)
63%19%
18%
Clothing & accessories School supplies
Computers & hardware Electronic gadgets
40%
32%
28%35%
35%
30%
66%
14%
20%
$239
$286$456
$122
Average consumer spending within category
In-store Online Undecided (In-store/Online)
n = 234n = 230
n = 1110 n = 1174
2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 8
Most popular back-to-school items are usually purchased in a
brick-and-mortar store
“Please select the following product categories which you are planning to buy for your student.”
Source: Deloitte in-house survey
Note: Sample size (N) = 1200, multi select question
27%
33%
33%
35%
39%
42%
48%
57%
59%
64%
71%
38%
36%
40%
43%
34%
29%
22%
20%
20%
19%
11%
34%
31%
26%
22%
27%
29%
30%
23%
21%
18%
18%
Tablet, e-reader
Computer – desktop/laptop/notebook
Wearable technology
Voice and data phone plans (monthly)
Computer software/small accessories
Printer or other computer hardware
Jewelry/handbag/accessories
Backpack/book bag/lunch box accessories
Cell phone/smartphone
Clothes/shoes
School supplies: Paper, pencils, books, etc.
In-store Online Undecided (In-store/Online)
2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 9
Shoppers that start early expect to spend more than those who
wait
Source: Deloitte in-house survey
Note: Sample size (N) = 1200
“When are you likely to begin your Back-to-School shopping?”
July
0%
September OctoberAugustEarlier than July
7%
EarlyinJuly
18%
LaterinJuly
33%
EarlyinAugust
34%
LaterinAugust
8%
1%
58% will begin shopping before August
$692 $619 $457 $430 $394 $404
Average
Spend
Shoppers who start before August are likely to spend 26% more than late starters
2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 10
Spending on computers & hardware peak earlier in the season,
whereas clothing peaks late
Source: Deloitte in-house survey
Percentage represents the spend distribution (across categories) for the given time period
Spending across categories by timing of back-to-school season
37%
40%
48% 47%
56%
44%
26%
21% 15% 15%
17%
14%15% 16%
8%
11%
4%
22%
21%
22%
28%
25%
22%
19%
Earlier than July Early in July Later in July Early in August Late in August September
Clothing and
Accessory
Computers and
related
Electronic
Gadgets
School
Items/Supplies
2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 11
Back-to-school shopping is highly influenced by school
recommendations
67%
65%
36%
31%
My shopping is influenced more by the
school's recommended products than my
child's requests
I plan to shop at different points throughout
the summer to take advantage of deals
The shopping season is less important to
my family because we replenish school
supplies throughout the year
I’m buying fewer traditional school supplies
because my child is using more digital
technologies
“Please indicate your level of agreement with the following
statements (% who agree or somewhat agree)”
Source: Deloitte in-house survey
Note: Sample size (N) = 1200
Plan to take advantage of pre-
configured “kits” of school supplies
offered by child’s school or PTA
32%
#
Pre-configured school kits
2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 12
Devices play a role in the shopping journey, but people click more
for information than to buy
Smartphones are used more often than tablets
51%
55%
56%
61%
64%
Compare products to similar products
Access a mobile shopping app
Get/download discounts, coupons,
sale information
Get price information
Access a retailer's website
Source: Deloitte in-house survey
Note: Among shoppers who own a smartphone (n = 1148) or a tablet (n = 985); multi select question
30%
53%
53%
54%
61%
71%
Compare products to similar products
Make a purchase
Shop online
Get price information
Access a retailer's website
53%
Mobile
Tablet
2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 13
Social media usage will increase, but will remain transactional
“Do you plan to use social
media sites to assist in your
Back-to-School shopping?*”
13%
16%
16%
30%
44%
45%
64%
74%
To watch a retail/product video
To post to or view virtual image
boards
To post comments, reviews or
feedback
To visit retailers' pages on social
networking sites
To read reviews/recommendations
To browse products
To receive a coupon
To view promotions/ads
“With regard to your Back-to-School shopping, how do you plan
to use social media sites? #”
Source: Deloitte in-house survey
Notes: *Sample size (N) = 1200 #Multi select question (n = 302)
Most will use social to find promotions, receive coupons, and browse products
25%
2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 14
Shoppers do their research before going to the store and also
look for perks when shopping online
63%
61%
42%
40%
30%
Purchase from online retailers who offer free shipping
Research online before purchasing products in the
physical store
When shopping online, I prefer loyalty programs that
provide faster or cheaper shipping than product
discounts
Prefer to purchase from retailers offering BOPUS* or buy
online/return to store
I will shop in stores less this season because BOPUS
option is more convenient 2016
“Please indicate your level of agreement with the following statements (% who agree or somewhat agree)”
Source: Deloitte in-house survey
Note: Sample size (N) = 1200; *BOPUS = buy online/pick-up in-store
2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 15
Discount and traditional department stores will remain the most
preferred back-to-school shopping destinations in 2016
“In what types of retail environments do you plan to do your back-to-school shopping?”
Source: Deloitte in-house survey
Note: Sample size (N) = 1200, multi select question
2%
6%
10%
10%
11%
12%
15%
19%
21%
24%
25%
35%
37%
42%
54%
57%
Home furnishings and housewares stores
Catalogs
Home electronics stores
Off-price stores
Bookstores
Drug stores
Consignment shops/thrift stores
Fast fashion apparel retailers
Supermarkets
Warehouse membership clubs
Specialty clothing stores
Online sites
Dollar stores
Office supply/technology stores
Traditional department stores
Discount/value department stores
2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 16
Payment type varies by household income
60%
53%
49%
7%
5%
Debit Card
Credit Card
Cash/Check
Gift Card
Digital
payment
“Which of the following payment methods will you likely use for your back-to-school purchases?”
Source: Deloitte in-house survey
Note: Sample size (N) = 1200;
multi select question
48%
53%
68%
58%
58%
47%
42%
41%
56%
7%
5%
8%
2%
4%
7%
Boomers GenXers Millennials
64%
71%
68%
57%
28%
32%
44%
57%
61%
72%
65%
61%
41%
43%
38%
9%
6%
9%
5%
7%
6%
5%
5%
4%
6%
<$25,000 $25,000 - $49,999 $50,000 - $74,999 $75,000 – 99,999 $100,000+
Debit card Credit card Cash/check Gift card Digital payment
Overall Generation
Household income
Digital payment penetration remains low
2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 17
About the survey
The survey was commissioned by Deloitte and
conducted online by an independent research
company between June 22 – 27, 2016. The
survey polled a sample of 1,200 parents of
school-aged children and has a margin of error
for the entire sample of plus or minus three
percentage points.
All respondents had at least one child attending
school in grades K – 12 this fall.
As used in this document, "Deloitte" means Deloitte LLP and its subsidiaries. Please see
www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its
subsidiaries. Certain services may not be available to attest clients under the rules and regulations of
public accounting.

More Related Content

What's hot

Corporate Gift Giving Study Results
Corporate Gift Giving Study ResultsCorporate Gift Giving Study Results
Corporate Gift Giving Study Results
The BPMA
 
State of Demand 2013
State of Demand 2013 State of Demand 2013
State of Demand 2013
Mathew Sweezey
 
Playing to Win the Retail Holiday Season
Playing to Win the Retail Holiday SeasonPlaying to Win the Retail Holiday Season
Playing to Win the Retail Holiday Season
RevTrax
 
The successful analytics organization - Epsilon and Transamerica, LIMRA Data ...
The successful analytics organization - Epsilon and Transamerica, LIMRA Data ...The successful analytics organization - Epsilon and Transamerica, LIMRA Data ...
The successful analytics organization - Epsilon and Transamerica, LIMRA Data ...
Epsilon Marketing
 
Mass-Personalization Strategy in Marketing
Mass-Personalization Strategy in MarketingMass-Personalization Strategy in Marketing
Mass-Personalization Strategy in Marketing
Jorge Wise
 
Privacy Please: Why Retailers Need to Rethink Personalization
Privacy Please: Why Retailers Need to Rethink PersonalizationPrivacy Please: Why Retailers Need to Rethink Personalization
Privacy Please: Why Retailers Need to Rethink Personalization
Capgemini
 
22 really useful customer retention stats
22 really useful customer retention stats22 really useful customer retention stats
22 really useful customer retention stats
Customer Thermometer
 
Personalisation for Peak 2017
Personalisation for Peak 2017Personalisation for Peak 2017
Personalisation for Peak 2017
GENE Commerce
 
Contextual Personalization
Contextual PersonalizationContextual Personalization
Contextual Personalization
Webtrends
 
Sample Of Work (Brand, Communications & Research
Sample Of Work (Brand, Communications & ResearchSample Of Work (Brand, Communications & Research
Sample Of Work (Brand, Communications & Research
sumit76
 
The Rise of the Marketer
The Rise of the Marketer The Rise of the Marketer
The Rise of the Marketer
The Economist Group's Marketing Unbound
 
Dick's Slam Dunk - Pitt Business Analytics Competition
Dick's Slam Dunk - Pitt Business Analytics Competition Dick's Slam Dunk - Pitt Business Analytics Competition
Dick's Slam Dunk - Pitt Business Analytics Competition
Sravya Vemulapati
 
Unlocking Millennial Buying Power with New Payment Strategies
Unlocking Millennial Buying Power with New Payment StrategiesUnlocking Millennial Buying Power with New Payment Strategies
Unlocking Millennial Buying Power with New Payment Strategies
CommerceNext
 
It's All About Me: How Metro Is Personalizing Its Way To Growth
It's All About Me: How Metro Is Personalizing Its Way To GrowthIt's All About Me: How Metro Is Personalizing Its Way To Growth
It's All About Me: How Metro Is Personalizing Its Way To Growth
dunnhumby
 
Social Media: The Old Game Has New Rules
Social Media: The Old Game Has New RulesSocial Media: The Old Game Has New Rules
Social Media: The Old Game Has New Rules
Heather Lytle
 
Paid and organic
Paid and organicPaid and organic
Paid and organic
Ryan Jones
 
New Era of Marketing - Content Marketing Conference - 2016
New Era of Marketing - Content Marketing Conference - 2016 New Era of Marketing - Content Marketing Conference - 2016
New Era of Marketing - Content Marketing Conference - 2016
Mathew Sweezey
 
State of B2B Marketing 2016
State of B2B Marketing 2016 State of B2B Marketing 2016
State of B2B Marketing 2016
Mathew Sweezey
 
2020 Instant Insights, Solid Solutions
2020 Instant Insights, Solid Solutions2020 Instant Insights, Solid Solutions
2020 Instant Insights, Solid Solutions
SKIM
 
ASTA Sustainable Travel Presentation
ASTA Sustainable Travel PresentationASTA Sustainable Travel Presentation
ASTA Sustainable Travel Presentation
American Society of Travel Agents
 

What's hot (20)

Corporate Gift Giving Study Results
Corporate Gift Giving Study ResultsCorporate Gift Giving Study Results
Corporate Gift Giving Study Results
 
State of Demand 2013
State of Demand 2013 State of Demand 2013
State of Demand 2013
 
Playing to Win the Retail Holiday Season
Playing to Win the Retail Holiday SeasonPlaying to Win the Retail Holiday Season
Playing to Win the Retail Holiday Season
 
The successful analytics organization - Epsilon and Transamerica, LIMRA Data ...
The successful analytics organization - Epsilon and Transamerica, LIMRA Data ...The successful analytics organization - Epsilon and Transamerica, LIMRA Data ...
The successful analytics organization - Epsilon and Transamerica, LIMRA Data ...
 
Mass-Personalization Strategy in Marketing
Mass-Personalization Strategy in MarketingMass-Personalization Strategy in Marketing
Mass-Personalization Strategy in Marketing
 
Privacy Please: Why Retailers Need to Rethink Personalization
Privacy Please: Why Retailers Need to Rethink PersonalizationPrivacy Please: Why Retailers Need to Rethink Personalization
Privacy Please: Why Retailers Need to Rethink Personalization
 
22 really useful customer retention stats
22 really useful customer retention stats22 really useful customer retention stats
22 really useful customer retention stats
 
Personalisation for Peak 2017
Personalisation for Peak 2017Personalisation for Peak 2017
Personalisation for Peak 2017
 
Contextual Personalization
Contextual PersonalizationContextual Personalization
Contextual Personalization
 
Sample Of Work (Brand, Communications & Research
Sample Of Work (Brand, Communications & ResearchSample Of Work (Brand, Communications & Research
Sample Of Work (Brand, Communications & Research
 
The Rise of the Marketer
The Rise of the Marketer The Rise of the Marketer
The Rise of the Marketer
 
Dick's Slam Dunk - Pitt Business Analytics Competition
Dick's Slam Dunk - Pitt Business Analytics Competition Dick's Slam Dunk - Pitt Business Analytics Competition
Dick's Slam Dunk - Pitt Business Analytics Competition
 
Unlocking Millennial Buying Power with New Payment Strategies
Unlocking Millennial Buying Power with New Payment StrategiesUnlocking Millennial Buying Power with New Payment Strategies
Unlocking Millennial Buying Power with New Payment Strategies
 
It's All About Me: How Metro Is Personalizing Its Way To Growth
It's All About Me: How Metro Is Personalizing Its Way To GrowthIt's All About Me: How Metro Is Personalizing Its Way To Growth
It's All About Me: How Metro Is Personalizing Its Way To Growth
 
Social Media: The Old Game Has New Rules
Social Media: The Old Game Has New RulesSocial Media: The Old Game Has New Rules
Social Media: The Old Game Has New Rules
 
Paid and organic
Paid and organicPaid and organic
Paid and organic
 
New Era of Marketing - Content Marketing Conference - 2016
New Era of Marketing - Content Marketing Conference - 2016 New Era of Marketing - Content Marketing Conference - 2016
New Era of Marketing - Content Marketing Conference - 2016
 
State of B2B Marketing 2016
State of B2B Marketing 2016 State of B2B Marketing 2016
State of B2B Marketing 2016
 
2020 Instant Insights, Solid Solutions
2020 Instant Insights, Solid Solutions2020 Instant Insights, Solid Solutions
2020 Instant Insights, Solid Solutions
 
ASTA Sustainable Travel Presentation
ASTA Sustainable Travel PresentationASTA Sustainable Travel Presentation
ASTA Sustainable Travel Presentation
 

Similar to Back-to-School Survey 2016

Back-to-college survey 2016
Back-to-college survey 2016Back-to-college survey 2016
Back-to-college survey 2016
Deloitte United States
 
2018 Back-To-College Survey Findings
2018 Back-To-College Survey Findings2018 Back-To-College Survey Findings
2018 Back-To-College Survey Findings
Deloitte United States
 
2017 back-to-college survey
2017 back-to-college survey2017 back-to-college survey
2017 back-to-college survey
Deloitte United States
 
Making spirits bright: Deloitte’s 2014 holiday shopping survey
Making spirits bright: Deloitte’s 2014 holiday shopping surveyMaking spirits bright: Deloitte’s 2014 holiday shopping survey
Making spirits bright: Deloitte’s 2014 holiday shopping survey
Deloitte United States
 
2017 back to-school survey
2017 back to-school survey2017 back to-school survey
2017 back to-school survey
Deloitte United States
 
InMobi's report preview of The Role of Mobile And Its Influence On Back To Sc...
InMobi's report preview of The Role of Mobile And Its Influence On Back To Sc...InMobi's report preview of The Role of Mobile And Its Influence On Back To Sc...
InMobi's report preview of The Role of Mobile And Its Influence On Back To Sc...
InMobi
 
2018 back-to-school survey
2018 back-to-school survey2018 back-to-school survey
2018 back-to-school survey
Deloitte United States
 
Planalytics Q2 & BTS Webcast
Planalytics Q2 & BTS WebcastPlanalytics Q2 & BTS Webcast
Planalytics Q2 & BTS Webcast
Deborah Weinswig
 
Planalytics—WEBCAST 2016 Back-To-School Outlook
Planalytics—WEBCAST 2016 Back-To-School OutlookPlanalytics—WEBCAST 2016 Back-To-School Outlook
Planalytics—WEBCAST 2016 Back-To-School Outlook
Deborah Weinswig
 
Top Trends for 2017 Back-to-School and College Shopping
Top Trends for 2017 Back-to-School and College ShoppingTop Trends for 2017 Back-to-School and College Shopping
Top Trends for 2017 Back-to-School and College Shopping
National Retail Federation
 
2016 Holiday SurveyRinging in the retail 2016 Holida.docx
2016 Holiday SurveyRinging in the retail 2016 Holida.docx2016 Holiday SurveyRinging in the retail 2016 Holida.docx
2016 Holiday SurveyRinging in the retail 2016 Holida.docx
felicidaddinwoodie
 
Deloitte 2013 Holiday Survey
Deloitte 2013 Holiday SurveyDeloitte 2013 Holiday Survey
Deloitte 2013 Holiday Survey
Deloitte United States
 
Sharpen Your Pencils for Back-to-School Marketing
Sharpen Your Pencils for Back-to-School MarketingSharpen Your Pencils for Back-to-School Marketing
Sharpen Your Pencils for Back-to-School Marketing
Sidecar
 
Google - Back to School Trends Report 2013
Google - Back to School Trends Report 2013Google - Back to School Trends Report 2013
Google - Back to School Trends Report 2013
Alejandro Quetzeri
 
Top Trends for 2018 Back-to-School and College shopping
Top Trends for 2018 Back-to-School and College shoppingTop Trends for 2018 Back-to-School and College shopping
Top Trends for 2018 Back-to-School and College shopping
National Retail Federation
 
School Supplies Packaging
School Supplies PackagingSchool Supplies Packaging
School Supplies Packaging
paveltzonkov
 
3rd Annual Holiday Survey Results
3rd Annual Holiday Survey Results3rd Annual Holiday Survey Results
3rd Annual Holiday Survey Results
Baynote
 
Back-To-School Shopping Survey Analysis
Back-To-School Shopping Survey AnalysisBack-To-School Shopping Survey Analysis
Back-To-School Shopping Survey Analysis
Greg Russak
 
InMobi's Report Preview of The role of mobile and it's influence on back to s...
InMobi's Report Preview of The role of mobile and it's influence on back to s...InMobi's Report Preview of The role of mobile and it's influence on back to s...
InMobi's Report Preview of The role of mobile and it's influence on back to s...
InMobi
 
BPMA Promotional Industry Research
BPMA Promotional Industry ResearchBPMA Promotional Industry Research
BPMA Promotional Industry Research
jamesbiggin
 

Similar to Back-to-School Survey 2016 (20)

Back-to-college survey 2016
Back-to-college survey 2016Back-to-college survey 2016
Back-to-college survey 2016
 
2018 Back-To-College Survey Findings
2018 Back-To-College Survey Findings2018 Back-To-College Survey Findings
2018 Back-To-College Survey Findings
 
2017 back-to-college survey
2017 back-to-college survey2017 back-to-college survey
2017 back-to-college survey
 
Making spirits bright: Deloitte’s 2014 holiday shopping survey
Making spirits bright: Deloitte’s 2014 holiday shopping surveyMaking spirits bright: Deloitte’s 2014 holiday shopping survey
Making spirits bright: Deloitte’s 2014 holiday shopping survey
 
2017 back to-school survey
2017 back to-school survey2017 back to-school survey
2017 back to-school survey
 
InMobi's report preview of The Role of Mobile And Its Influence On Back To Sc...
InMobi's report preview of The Role of Mobile And Its Influence On Back To Sc...InMobi's report preview of The Role of Mobile And Its Influence On Back To Sc...
InMobi's report preview of The Role of Mobile And Its Influence On Back To Sc...
 
2018 back-to-school survey
2018 back-to-school survey2018 back-to-school survey
2018 back-to-school survey
 
Planalytics Q2 & BTS Webcast
Planalytics Q2 & BTS WebcastPlanalytics Q2 & BTS Webcast
Planalytics Q2 & BTS Webcast
 
Planalytics—WEBCAST 2016 Back-To-School Outlook
Planalytics—WEBCAST 2016 Back-To-School OutlookPlanalytics—WEBCAST 2016 Back-To-School Outlook
Planalytics—WEBCAST 2016 Back-To-School Outlook
 
Top Trends for 2017 Back-to-School and College Shopping
Top Trends for 2017 Back-to-School and College ShoppingTop Trends for 2017 Back-to-School and College Shopping
Top Trends for 2017 Back-to-School and College Shopping
 
2016 Holiday SurveyRinging in the retail 2016 Holida.docx
2016 Holiday SurveyRinging in the retail 2016 Holida.docx2016 Holiday SurveyRinging in the retail 2016 Holida.docx
2016 Holiday SurveyRinging in the retail 2016 Holida.docx
 
Deloitte 2013 Holiday Survey
Deloitte 2013 Holiday SurveyDeloitte 2013 Holiday Survey
Deloitte 2013 Holiday Survey
 
Sharpen Your Pencils for Back-to-School Marketing
Sharpen Your Pencils for Back-to-School MarketingSharpen Your Pencils for Back-to-School Marketing
Sharpen Your Pencils for Back-to-School Marketing
 
Google - Back to School Trends Report 2013
Google - Back to School Trends Report 2013Google - Back to School Trends Report 2013
Google - Back to School Trends Report 2013
 
Top Trends for 2018 Back-to-School and College shopping
Top Trends for 2018 Back-to-School and College shoppingTop Trends for 2018 Back-to-School and College shopping
Top Trends for 2018 Back-to-School and College shopping
 
School Supplies Packaging
School Supplies PackagingSchool Supplies Packaging
School Supplies Packaging
 
3rd Annual Holiday Survey Results
3rd Annual Holiday Survey Results3rd Annual Holiday Survey Results
3rd Annual Holiday Survey Results
 
Back-To-School Shopping Survey Analysis
Back-To-School Shopping Survey AnalysisBack-To-School Shopping Survey Analysis
Back-To-School Shopping Survey Analysis
 
InMobi's Report Preview of The role of mobile and it's influence on back to s...
InMobi's Report Preview of The role of mobile and it's influence on back to s...InMobi's Report Preview of The role of mobile and it's influence on back to s...
InMobi's Report Preview of The role of mobile and it's influence on back to s...
 
BPMA Promotional Industry Research
BPMA Promotional Industry ResearchBPMA Promotional Industry Research
BPMA Promotional Industry Research
 

More from Deloitte United States

Digital Asset Risk and Regulatory Compliance Expectations for 2024
Digital Asset Risk and Regulatory Compliance Expectations for 2024Digital Asset Risk and Regulatory Compliance Expectations for 2024
Digital Asset Risk and Regulatory Compliance Expectations for 2024
Deloitte United States
 
Setting the AI table: Leave a seat for legal
Setting the AI table: Leave a seat for legalSetting the AI table: Leave a seat for legal
Setting the AI table: Leave a seat for legal
Deloitte United States
 
Turning diligence insights into actionable integration steps
Turning diligence insights into actionable integration stepsTurning diligence insights into actionable integration steps
Turning diligence insights into actionable integration steps
Deloitte United States
 
Emerging Technologies in Transformations Drive the Need for Evolving Internal...
Emerging Technologies in Transformations Drive the Need for Evolving Internal...Emerging Technologies in Transformations Drive the Need for Evolving Internal...
Emerging Technologies in Transformations Drive the Need for Evolving Internal...
Deloitte United States
 
Almost Half of Executives Expect Supply Chain Security Challenges in Year Ahead
Almost Half of Executives Expect Supply Chain Security Challenges in Year AheadAlmost Half of Executives Expect Supply Chain Security Challenges in Year Ahead
Almost Half of Executives Expect Supply Chain Security Challenges in Year Ahead
Deloitte United States
 
Pivotal Moments All-in-One_FINAL.pdf
Pivotal Moments All-in-One_FINAL.pdfPivotal Moments All-in-One_FINAL.pdf
Pivotal Moments All-in-One_FINAL.pdf
Deloitte United States
 
Divestiture Trends: 2023 Could See More Sell-Offs, but Expect Lengthier and M...
Divestiture Trends: 2023 Could See More Sell-Offs, but Expect Lengthier and M...Divestiture Trends: 2023 Could See More Sell-Offs, but Expect Lengthier and M...
Divestiture Trends: 2023 Could See More Sell-Offs, but Expect Lengthier and M...
Deloitte United States
 
Cash and Liquidity Management Confidence Levels Declining Among Executives, a...
Cash and Liquidity Management Confidence Levels Declining Among Executives, a...Cash and Liquidity Management Confidence Levels Declining Among Executives, a...
Cash and Liquidity Management Confidence Levels Declining Among Executives, a...
Deloitte United States
 
Lead Through Disruption Guide PDF
Lead Through Disruption Guide PDFLead Through Disruption Guide PDF
Lead Through Disruption Guide PDF
Deloitte United States
 
2023 Cyber Forecast Infographic
2023 Cyber Forecast Infographic2023 Cyber Forecast Infographic
2023 Cyber Forecast Infographic
Deloitte United States
 
Few are Confident in Their Organizations’ Ability to Report on ESG Financials
Few are Confident in Their Organizations’ Ability to Report on ESG FinancialsFew are Confident in Their Organizations’ Ability to Report on ESG Financials
Few are Confident in Their Organizations’ Ability to Report on ESG Financials
Deloitte United States
 
Deloitte Poll: Legacy Tech Poses a Challenge to Zero Trust Adoption
Deloitte Poll: Legacy Tech Poses a Challenge to Zero Trust AdoptionDeloitte Poll: Legacy Tech Poses a Challenge to Zero Trust Adoption
Deloitte Poll: Legacy Tech Poses a Challenge to Zero Trust Adoption
Deloitte United States
 
Private Equity Leads Corporate Deal Teams on ESG in M&A
Private Equity Leads Corporate Deal Teams on ESG in M&APrivate Equity Leads Corporate Deal Teams on ESG in M&A
Private Equity Leads Corporate Deal Teams on ESG in M&A
Deloitte United States
 
Almost Half of Executives Expect a Rise in Cyber Events Targeting Accounting ...
Almost Half of Executives Expect a Rise in Cyber Events Targeting Accounting ...Almost Half of Executives Expect a Rise in Cyber Events Targeting Accounting ...
Almost Half of Executives Expect a Rise in Cyber Events Targeting Accounting ...
Deloitte United States
 
Could M&A Activity be a Springboard for Controllership Transformation?
Could M&A Activity be a Springboard for Controllership Transformation?Could M&A Activity be a Springboard for Controllership Transformation?
Could M&A Activity be a Springboard for Controllership Transformation?
Deloitte United States
 
Putting intercompany accounting back in the spotlight: Controllership Perspec...
Putting intercompany accounting back in the spotlight: Controllership Perspec...Putting intercompany accounting back in the spotlight: Controllership Perspec...
Putting intercompany accounting back in the spotlight: Controllership Perspec...
Deloitte United States
 
Many C-suite Executives Say Their Organizations Want to Build Trust in Year A...
Many C-suite Executives Say Their Organizations Want to Build Trust in Year A...Many C-suite Executives Say Their Organizations Want to Build Trust in Year A...
Many C-suite Executives Say Their Organizations Want to Build Trust in Year A...
Deloitte United States
 
Harvest Now, Decrypt Later Attacks Pose a Security Concern as Organizations C...
Harvest Now, Decrypt Later Attacks Pose a Security Concern as Organizations C...Harvest Now, Decrypt Later Attacks Pose a Security Concern as Organizations C...
Harvest Now, Decrypt Later Attacks Pose a Security Concern as Organizations C...
Deloitte United States
 
SOX modernization: Optimizing compliance while extracting value
SOX modernization: Optimizing compliance while extracting valueSOX modernization: Optimizing compliance while extracting value
SOX modernization: Optimizing compliance while extracting value
Deloitte United States
 
A new working relationship: Aligning organizations with the workforce of the ...
A new working relationship: Aligning organizations with the workforce of the ...A new working relationship: Aligning organizations with the workforce of the ...
A new working relationship: Aligning organizations with the workforce of the ...
Deloitte United States
 

More from Deloitte United States (20)

Digital Asset Risk and Regulatory Compliance Expectations for 2024
Digital Asset Risk and Regulatory Compliance Expectations for 2024Digital Asset Risk and Regulatory Compliance Expectations for 2024
Digital Asset Risk and Regulatory Compliance Expectations for 2024
 
Setting the AI table: Leave a seat for legal
Setting the AI table: Leave a seat for legalSetting the AI table: Leave a seat for legal
Setting the AI table: Leave a seat for legal
 
Turning diligence insights into actionable integration steps
Turning diligence insights into actionable integration stepsTurning diligence insights into actionable integration steps
Turning diligence insights into actionable integration steps
 
Emerging Technologies in Transformations Drive the Need for Evolving Internal...
Emerging Technologies in Transformations Drive the Need for Evolving Internal...Emerging Technologies in Transformations Drive the Need for Evolving Internal...
Emerging Technologies in Transformations Drive the Need for Evolving Internal...
 
Almost Half of Executives Expect Supply Chain Security Challenges in Year Ahead
Almost Half of Executives Expect Supply Chain Security Challenges in Year AheadAlmost Half of Executives Expect Supply Chain Security Challenges in Year Ahead
Almost Half of Executives Expect Supply Chain Security Challenges in Year Ahead
 
Pivotal Moments All-in-One_FINAL.pdf
Pivotal Moments All-in-One_FINAL.pdfPivotal Moments All-in-One_FINAL.pdf
Pivotal Moments All-in-One_FINAL.pdf
 
Divestiture Trends: 2023 Could See More Sell-Offs, but Expect Lengthier and M...
Divestiture Trends: 2023 Could See More Sell-Offs, but Expect Lengthier and M...Divestiture Trends: 2023 Could See More Sell-Offs, but Expect Lengthier and M...
Divestiture Trends: 2023 Could See More Sell-Offs, but Expect Lengthier and M...
 
Cash and Liquidity Management Confidence Levels Declining Among Executives, a...
Cash and Liquidity Management Confidence Levels Declining Among Executives, a...Cash and Liquidity Management Confidence Levels Declining Among Executives, a...
Cash and Liquidity Management Confidence Levels Declining Among Executives, a...
 
Lead Through Disruption Guide PDF
Lead Through Disruption Guide PDFLead Through Disruption Guide PDF
Lead Through Disruption Guide PDF
 
2023 Cyber Forecast Infographic
2023 Cyber Forecast Infographic2023 Cyber Forecast Infographic
2023 Cyber Forecast Infographic
 
Few are Confident in Their Organizations’ Ability to Report on ESG Financials
Few are Confident in Their Organizations’ Ability to Report on ESG FinancialsFew are Confident in Their Organizations’ Ability to Report on ESG Financials
Few are Confident in Their Organizations’ Ability to Report on ESG Financials
 
Deloitte Poll: Legacy Tech Poses a Challenge to Zero Trust Adoption
Deloitte Poll: Legacy Tech Poses a Challenge to Zero Trust AdoptionDeloitte Poll: Legacy Tech Poses a Challenge to Zero Trust Adoption
Deloitte Poll: Legacy Tech Poses a Challenge to Zero Trust Adoption
 
Private Equity Leads Corporate Deal Teams on ESG in M&A
Private Equity Leads Corporate Deal Teams on ESG in M&APrivate Equity Leads Corporate Deal Teams on ESG in M&A
Private Equity Leads Corporate Deal Teams on ESG in M&A
 
Almost Half of Executives Expect a Rise in Cyber Events Targeting Accounting ...
Almost Half of Executives Expect a Rise in Cyber Events Targeting Accounting ...Almost Half of Executives Expect a Rise in Cyber Events Targeting Accounting ...
Almost Half of Executives Expect a Rise in Cyber Events Targeting Accounting ...
 
Could M&A Activity be a Springboard for Controllership Transformation?
Could M&A Activity be a Springboard for Controllership Transformation?Could M&A Activity be a Springboard for Controllership Transformation?
Could M&A Activity be a Springboard for Controllership Transformation?
 
Putting intercompany accounting back in the spotlight: Controllership Perspec...
Putting intercompany accounting back in the spotlight: Controllership Perspec...Putting intercompany accounting back in the spotlight: Controllership Perspec...
Putting intercompany accounting back in the spotlight: Controllership Perspec...
 
Many C-suite Executives Say Their Organizations Want to Build Trust in Year A...
Many C-suite Executives Say Their Organizations Want to Build Trust in Year A...Many C-suite Executives Say Their Organizations Want to Build Trust in Year A...
Many C-suite Executives Say Their Organizations Want to Build Trust in Year A...
 
Harvest Now, Decrypt Later Attacks Pose a Security Concern as Organizations C...
Harvest Now, Decrypt Later Attacks Pose a Security Concern as Organizations C...Harvest Now, Decrypt Later Attacks Pose a Security Concern as Organizations C...
Harvest Now, Decrypt Later Attacks Pose a Security Concern as Organizations C...
 
SOX modernization: Optimizing compliance while extracting value
SOX modernization: Optimizing compliance while extracting valueSOX modernization: Optimizing compliance while extracting value
SOX modernization: Optimizing compliance while extracting value
 
A new working relationship: Aligning organizations with the workforce of the ...
A new working relationship: Aligning organizations with the workforce of the ...A new working relationship: Aligning organizations with the workforce of the ...
A new working relationship: Aligning organizations with the workforce of the ...
 

Recently uploaded

Secrets of a Successful Sale: Optimizing Your Checkout Process
Secrets of a Successful Sale: Optimizing Your Checkout ProcessSecrets of a Successful Sale: Optimizing Your Checkout Process
Secrets of a Successful Sale: Optimizing Your Checkout Process
Aggregage
 
怎么购买澳洲南十字星大学毕业证文凭毕业证原版一模一样
怎么购买澳洲南十字星大学毕业证文凭毕业证原版一模一样怎么购买澳洲南十字星大学毕业证文凭毕业证原版一模一样
怎么购买澳洲南十字星大学毕业证文凭毕业证原版一模一样
w6zyq7uj
 
原版复制澳洲莫纳什大学毕业证硕士学历原版一模一样
原版复制澳洲莫纳什大学毕业证硕士学历原版一模一样原版复制澳洲莫纳什大学毕业证硕士学历原版一模一样
原版复制澳洲莫纳什大学毕业证硕士学历原版一模一样
w6zyq7uj
 
Introducing Bliss Point by Tinuiti Webinar
Introducing Bliss Point by Tinuiti WebinarIntroducing Bliss Point by Tinuiti Webinar
Introducing Bliss Point by Tinuiti Webinar
Tinuiti
 
Supermarket Floral Ad Roundup- Week 22 2024.pdf
Supermarket Floral Ad Roundup- Week 22 2024.pdfSupermarket Floral Ad Roundup- Week 22 2024.pdf
Supermarket Floral Ad Roundup- Week 22 2024.pdf
KarliNelson4
 
Social Media is Eating Retail- The $Trillion Trend You Can't Ignore.pdf
Social Media is Eating Retail- The $Trillion Trend You Can't Ignore.pdfSocial Media is Eating Retail- The $Trillion Trend You Can't Ignore.pdf
Social Media is Eating Retail- The $Trillion Trend You Can't Ignore.pdf
Jasper Colin
 
Supermarket Floral Ad Roundup- Week 24 2024.pdf
Supermarket Floral Ad Roundup- Week 24  2024.pdfSupermarket Floral Ad Roundup- Week 24  2024.pdf
Supermarket Floral Ad Roundup- Week 24 2024.pdf
KarliNelson4
 
Supermarket Floral Ad Roundup- Week 23 2024.pdf
Supermarket Floral Ad Roundup- Week 23  2024.pdfSupermarket Floral Ad Roundup- Week 23  2024.pdf
Supermarket Floral Ad Roundup- Week 23 2024.pdf
KarliNelson4
 
Charles McClure | Retail Scavenger Hunt |
Charles McClure | Retail Scavenger Hunt |Charles McClure | Retail Scavenger Hunt |
Charles McClure | Retail Scavenger Hunt |
YOUNGDOE2
 

Recently uploaded (9)

Secrets of a Successful Sale: Optimizing Your Checkout Process
Secrets of a Successful Sale: Optimizing Your Checkout ProcessSecrets of a Successful Sale: Optimizing Your Checkout Process
Secrets of a Successful Sale: Optimizing Your Checkout Process
 
怎么购买澳洲南十字星大学毕业证文凭毕业证原版一模一样
怎么购买澳洲南十字星大学毕业证文凭毕业证原版一模一样怎么购买澳洲南十字星大学毕业证文凭毕业证原版一模一样
怎么购买澳洲南十字星大学毕业证文凭毕业证原版一模一样
 
原版复制澳洲莫纳什大学毕业证硕士学历原版一模一样
原版复制澳洲莫纳什大学毕业证硕士学历原版一模一样原版复制澳洲莫纳什大学毕业证硕士学历原版一模一样
原版复制澳洲莫纳什大学毕业证硕士学历原版一模一样
 
Introducing Bliss Point by Tinuiti Webinar
Introducing Bliss Point by Tinuiti WebinarIntroducing Bliss Point by Tinuiti Webinar
Introducing Bliss Point by Tinuiti Webinar
 
Supermarket Floral Ad Roundup- Week 22 2024.pdf
Supermarket Floral Ad Roundup- Week 22 2024.pdfSupermarket Floral Ad Roundup- Week 22 2024.pdf
Supermarket Floral Ad Roundup- Week 22 2024.pdf
 
Social Media is Eating Retail- The $Trillion Trend You Can't Ignore.pdf
Social Media is Eating Retail- The $Trillion Trend You Can't Ignore.pdfSocial Media is Eating Retail- The $Trillion Trend You Can't Ignore.pdf
Social Media is Eating Retail- The $Trillion Trend You Can't Ignore.pdf
 
Supermarket Floral Ad Roundup- Week 24 2024.pdf
Supermarket Floral Ad Roundup- Week 24  2024.pdfSupermarket Floral Ad Roundup- Week 24  2024.pdf
Supermarket Floral Ad Roundup- Week 24 2024.pdf
 
Supermarket Floral Ad Roundup- Week 23 2024.pdf
Supermarket Floral Ad Roundup- Week 23  2024.pdfSupermarket Floral Ad Roundup- Week 23  2024.pdf
Supermarket Floral Ad Roundup- Week 23 2024.pdf
 
Charles McClure | Retail Scavenger Hunt |
Charles McClure | Retail Scavenger Hunt |Charles McClure | Retail Scavenger Hunt |
Charles McClure | Retail Scavenger Hunt |
 

Back-to-School Survey 2016

  • 1. Back-to-School Survey 2016 Shopping for the “Easy A”
  • 2. Presentation title [To edit, click View > Slide Master > Slide master1] Copyright © 2016 Deloitte Development LLC. All rights reserved. 2 Key Insights & Findings Deloitte’s 2016 Back-to-School Survey Shoppers are likely to spend more this year, with early shoppers spending most but budgets vary by category Most shoppers are heading to physical stores and their lists are largely predetermined Parents are using digital to do their research ahead of time; shopping is a surgical strike • Average total spend forecasted is $488 • 87% report that they are likely to spend the same or more than they did last year • While clothing and school supplies still dominate back-to-school lists, computer and gadget shoppers spend the most on tech • Those who start before August are likely to spend 26% more than those who start later • In-store still prevails over online for back-to-school season, except for purchases of technology • 2/3 of spending for traditional categories – clothing and school supplies – will occur in store • 67% say spending is more heavily influenced by the school’s recommended list than by their children • Nearly 1/3 will take advantage of pre-configured kits offered by the school or PTA • More than half will utilize smartphones during the shopping journey; almost 1/3 will use tablets • 61% will research online before purchasing products in the physical store • 25% plan to use social media, mostly for transactional information versus inspiration
  • 3. 2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 3 Expect to spend more 32% Expect to spend less 13% Expect to spend the same 55% Parents cite need for more items, expensive items, and higher prices as the reasons behind their plan to spend more 87% of parents intend to spend the same or more compared to last year “How will your spending this year on Back-to-School items compare with what you spent last year?” Why do you plan to spend “more”? 1. Children need more items 2. Children need more expensive items 3. Prices are generally higher Why do you plan to spend “less”? Source: Deloitte in-house survey Note: Sample size (N) = 1200 Average Anticipated 2016 Back-to-School Spend: $488 81% say their financial situation is “better” or the “same” in 2016 1. Children need fewer items 2. Household has less money 3. Fewer children in grades K-12
  • 4. 2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 4 School supplies, clothes/shoes, and backpacks top the list of products that parents plan to buy for their children 4% 6% 9% 10% 10% 12% 13% 78% 92% 95% Wearable technology Printer or other computer hardware Computer software/small accessories Cell phone/smart phone Tablet, e-reader Computer Jewelry/handbag/accessories Backpack/book bag/lunch box accessories Clothes/shoes School supplies Source: Deloitte in-house survey Note: Sample size (N) = 1200, multi select question * Shoppers who stated that they will buy at least one of the technology items “Please select the following product categories which you are planning to buy for your student.” 29%* plan to spend on technology products
  • 5. 2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 5 While clothing and school supplies still dominate back-to-school lists, computer and gadget shoppers spend the most on tech Category spend planned for 2016 back-to-school season Source: Deloitte in-house survey Note: Sample size (N) = 1200; Spending on voice and mobile data plans is excluded Categories 93% plan to buy Clothing & Accessories Average spend $239 98% plan to buy School Supplies Average spend $122 19% plan to buy Computers & Hardware Average spend $456 20% plan to buy Electronic Gadgets Average spend $286
  • 6. 2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 6 Spending breakdown by category Average spend (by category buyer) planned for 2016 back-to-school season Source: Deloitte in-house survey Note: Sample size (includes only respondents who will purchase the above mentioned category or item) $55 $81 $84 $228 $209 $210 $255 $149 $158 $546 Backpack/book bag/lunch box accessories School supplies Jewelry/handbag/accessories Clothes/shoes Wearable technology Cell phone/smart phone Tablet, e-reader Printer or other computer hardware Computer software/small accessories Computer Clothing & Accessories $239 $122 School Supplies Electronic Gadgets $286 Computers & Hardware $456 Categories Items
  • 7. 2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 7 2/3 of school supply shoppers will buy in a store; more than 1/3 of computer and hardware shoppers will purchase online In-store still prevails for back-to-school season, but channel varies by category Avg. B2S spending by channel $106 Undecided* ? $109 Online $273 In-store *Undecided (In-store/Online) Source: Deloitte in-house survey Note: Sample size (N) = 1200 Average spending by channel $106 Undecided* ? $109 Online $273 In-store *Undecided (In-store/Online) 63%19% 18% Clothing & accessories School supplies Computers & hardware Electronic gadgets 40% 32% 28%35% 35% 30% 66% 14% 20% $239 $286$456 $122 Average consumer spending within category In-store Online Undecided (In-store/Online) n = 234n = 230 n = 1110 n = 1174
  • 8. 2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 8 Most popular back-to-school items are usually purchased in a brick-and-mortar store “Please select the following product categories which you are planning to buy for your student.” Source: Deloitte in-house survey Note: Sample size (N) = 1200, multi select question 27% 33% 33% 35% 39% 42% 48% 57% 59% 64% 71% 38% 36% 40% 43% 34% 29% 22% 20% 20% 19% 11% 34% 31% 26% 22% 27% 29% 30% 23% 21% 18% 18% Tablet, e-reader Computer – desktop/laptop/notebook Wearable technology Voice and data phone plans (monthly) Computer software/small accessories Printer or other computer hardware Jewelry/handbag/accessories Backpack/book bag/lunch box accessories Cell phone/smartphone Clothes/shoes School supplies: Paper, pencils, books, etc. In-store Online Undecided (In-store/Online)
  • 9. 2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 9 Shoppers that start early expect to spend more than those who wait Source: Deloitte in-house survey Note: Sample size (N) = 1200 “When are you likely to begin your Back-to-School shopping?” July 0% September OctoberAugustEarlier than July 7% EarlyinJuly 18% LaterinJuly 33% EarlyinAugust 34% LaterinAugust 8% 1% 58% will begin shopping before August $692 $619 $457 $430 $394 $404 Average Spend Shoppers who start before August are likely to spend 26% more than late starters
  • 10. 2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 10 Spending on computers & hardware peak earlier in the season, whereas clothing peaks late Source: Deloitte in-house survey Percentage represents the spend distribution (across categories) for the given time period Spending across categories by timing of back-to-school season 37% 40% 48% 47% 56% 44% 26% 21% 15% 15% 17% 14%15% 16% 8% 11% 4% 22% 21% 22% 28% 25% 22% 19% Earlier than July Early in July Later in July Early in August Late in August September Clothing and Accessory Computers and related Electronic Gadgets School Items/Supplies
  • 11. 2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 11 Back-to-school shopping is highly influenced by school recommendations 67% 65% 36% 31% My shopping is influenced more by the school's recommended products than my child's requests I plan to shop at different points throughout the summer to take advantage of deals The shopping season is less important to my family because we replenish school supplies throughout the year I’m buying fewer traditional school supplies because my child is using more digital technologies “Please indicate your level of agreement with the following statements (% who agree or somewhat agree)” Source: Deloitte in-house survey Note: Sample size (N) = 1200 Plan to take advantage of pre- configured “kits” of school supplies offered by child’s school or PTA 32% # Pre-configured school kits
  • 12. 2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 12 Devices play a role in the shopping journey, but people click more for information than to buy Smartphones are used more often than tablets 51% 55% 56% 61% 64% Compare products to similar products Access a mobile shopping app Get/download discounts, coupons, sale information Get price information Access a retailer's website Source: Deloitte in-house survey Note: Among shoppers who own a smartphone (n = 1148) or a tablet (n = 985); multi select question 30% 53% 53% 54% 61% 71% Compare products to similar products Make a purchase Shop online Get price information Access a retailer's website 53% Mobile Tablet
  • 13. 2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 13 Social media usage will increase, but will remain transactional “Do you plan to use social media sites to assist in your Back-to-School shopping?*” 13% 16% 16% 30% 44% 45% 64% 74% To watch a retail/product video To post to or view virtual image boards To post comments, reviews or feedback To visit retailers' pages on social networking sites To read reviews/recommendations To browse products To receive a coupon To view promotions/ads “With regard to your Back-to-School shopping, how do you plan to use social media sites? #” Source: Deloitte in-house survey Notes: *Sample size (N) = 1200 #Multi select question (n = 302) Most will use social to find promotions, receive coupons, and browse products 25%
  • 14. 2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 14 Shoppers do their research before going to the store and also look for perks when shopping online 63% 61% 42% 40% 30% Purchase from online retailers who offer free shipping Research online before purchasing products in the physical store When shopping online, I prefer loyalty programs that provide faster or cheaper shipping than product discounts Prefer to purchase from retailers offering BOPUS* or buy online/return to store I will shop in stores less this season because BOPUS option is more convenient 2016 “Please indicate your level of agreement with the following statements (% who agree or somewhat agree)” Source: Deloitte in-house survey Note: Sample size (N) = 1200; *BOPUS = buy online/pick-up in-store
  • 15. 2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 15 Discount and traditional department stores will remain the most preferred back-to-school shopping destinations in 2016 “In what types of retail environments do you plan to do your back-to-school shopping?” Source: Deloitte in-house survey Note: Sample size (N) = 1200, multi select question 2% 6% 10% 10% 11% 12% 15% 19% 21% 24% 25% 35% 37% 42% 54% 57% Home furnishings and housewares stores Catalogs Home electronics stores Off-price stores Bookstores Drug stores Consignment shops/thrift stores Fast fashion apparel retailers Supermarkets Warehouse membership clubs Specialty clothing stores Online sites Dollar stores Office supply/technology stores Traditional department stores Discount/value department stores
  • 16. 2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 16 Payment type varies by household income 60% 53% 49% 7% 5% Debit Card Credit Card Cash/Check Gift Card Digital payment “Which of the following payment methods will you likely use for your back-to-school purchases?” Source: Deloitte in-house survey Note: Sample size (N) = 1200; multi select question 48% 53% 68% 58% 58% 47% 42% 41% 56% 7% 5% 8% 2% 4% 7% Boomers GenXers Millennials 64% 71% 68% 57% 28% 32% 44% 57% 61% 72% 65% 61% 41% 43% 38% 9% 6% 9% 5% 7% 6% 5% 5% 4% 6% <$25,000 $25,000 - $49,999 $50,000 - $74,999 $75,000 – 99,999 $100,000+ Debit card Credit card Cash/check Gift card Digital payment Overall Generation Household income Digital payment penetration remains low
  • 17. 2016 Back-to-School SurveyCopyright © 2016 Deloitte LLP. All rights reserved. 17 About the survey The survey was commissioned by Deloitte and conducted online by an independent research company between June 22 – 27, 2016. The survey polled a sample of 1,200 parents of school-aged children and has a margin of error for the entire sample of plus or minus three percentage points. All respondents had at least one child attending school in grades K – 12 this fall. As used in this document, "Deloitte" means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.