It’s that time of the year again… time for parents to take their children shopping so they can fill up their closets and backpacks with all new back-to-school clothing and supplies. After Christmas shopping, it’s the biggest shopping time of the year. Interestingly, even though they plan on spending about the same amount of money as each other, Hispanic and non-Hispanics go about back-to-school shopping much differently… with the two biggest differences being WHERE the two consumers groups do their shopping and HOW OFTEN they shop. Download the study to see the details from a recent nationwide Omnibus study we conducted…

1. Understanding Hispanics’
July 2014
Back-to-School Shopping Behavior

2. Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
Outline
2
Methodology
Key Findings
Detailed Findings
Appendix

3. Methodology

4. Method Online survey via ThinkNow Research Omnibus Survey.
Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
Survey available in English and Spanish
Sample Size Hispanics: n=505
Non-Hispanics: n=310
Screening Criteria
• Hispanics: self identify as Hispanic origin
• Non-Hispanics: self identify as Non-Hispanic origin
• 18-64 years of age
Test Area Nationwide
Fieldwork Timing July 11-20, 2014
Methodology
4

5. Key Findings

6. • Approximately 4-in-10 Hispanic adults have started to or are
planning on shopping for back-to-school items this year. This is
slightly higher than non-Hispanic adults (37%).
• The back-to-school shopping season for most Hispanic parents (as
well as non-Hispanic) begins in July and end in August.
• On average, Hispanic parents shop for more children compared to
non-Hispanics (2 vs. 1.5)
• Hispanics will spend an average of $340 this back-to-school
season which is higher than last year ($293).
Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
Key Findings, 1
6

7. • General school supplies (notebooks, paper, pencils, etc.) are the most
common items purchased by parents, followed by clothing and shoes.
• Most back-to-school items are purchased in-person at retailer stores.
For books and electronics, Hispanics are more likely to shop for these
online compared to non-Hispanics.
• Mass merchants such as Walmart and Target are the most popular
retailers for the purchase of general back-to-school supplies, as well
clothing and shoes.
• As Hispanics have more children to shop for compared to non-
Hispanics, they make more trips to the store to buy back-to-school
items and have more online sessions as well.
Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
Key Findings, 2
7

8. Detailed Findings

9. Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
Will you be doing any back-to-school shopping this
year for kids who have not yet graduated high school?
9
41%
37%
Yes
Hispanics Non - Hispanics
Û indicates significantly larger than
(95% confidence)

10. Approximately 4-in-10 Hispanic
adults have started to or are planning
on shopping for back-to-school items
this year. This is slightly higher than
non-Hispanics.
10

11. 3%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
61%
When did you or will you Start
Your Back-to-School Shopping?
34%
62%
37%
0% 2%
0% 1%
Hispanics Non-Hispanics
11
June 2014 July 2014 August 2014 September 2014
Û indicates significantly larger than
(95% confidence)

12. 12
July is the start of the back-to-school
shopping season for most parents.

13. 1%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
38%
When did you or will you Finish
Your Back-to-School Shopping?
53%
8%
0%
34%
59%
7%
0%
Hispanics Non-Hispanics
13
June 2014 July 2014 August 2014 September 2014
Û indicates significantly larger than
(95% confidence)

14. 14
While most of the shopping is done
by August, a significant portion is
finished by July.

15. How many children that have not yet graduated
Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
high school will you be shopping for?
1.9
1.5
Hispanic Non-Hispanic
Û indicates significantly larger than
(95% confidence)

16. As Hispanics have larger households
than non-Hispanics, they shop for
more children on average.
16

17. $339 $331
$400
$350
$300
$250
$200
$150
$100
$50
$0
Average Amount Spent
Hispanics Non - Hispanics
Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
How much do you think you will spend this
year on back-to-school purchases?
17
Hispanics vs. Non-Hispanics By Acculturation Level
Last Year
(8/2013)
$293
$453
$299
$246
$500
$450
$400
$350
$300
$250
$200
$150
$100
$50
$0
Less Acc Biculturals More Acc
Û indicates significantly larger than
(95% confidence)

18. Hispanics will spend an average of
$340 this back-to-school season
which is higher than one year ago.
The Less Acculturated segment will
spend the most overall.
18

19. Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
Overall, do you think you will spend more or less on back-to-school
shopping compared to what you spent last year?
19 19
2% 1%
20% 18%
30% 37%
48% 45%
Hispanics Non-Hispanics
Did not shop for back-to-school
items last year /
does not apply
Will spend LESS
About the same
Will spend MORE
Planning to Use
Layaway Service
Û indicates significantly larger than
(95% confidence)
26% 26%
Hispanics Non - Hispanics

20. Nearly half of Hispanics and non-
Hispanics say they will be spending more
on back-to-school supplies compared to
last year and about one-quarter will use
layaway - the same as one year ago.

21. Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
For Your Back-to-School Shopping, What Type
of Items will You be Shopping for?
90%
78%
75%
47%
45%
35%
87%
76%
76%
46%
30%
26%
School supplies (notebooks, pencils, pens, paper,
backpacks, etc.)
Clothes (uniforms, school outfits, seasonal clothing,
etc.)
Shoes (sneakers)
Electronics (computers, laptops, tablets, printers,
calculators, etc.)
Books (textbooks)
Athletic equipment/sporting goods
Hispanics Non-Hispanics
21
Û indicates significantly larger than
(95% confidence)

22. General school supplies are the most
common items purchased, followed by
clothes. Hispanics are significantly more
likely to buy textbooks for back-to-school
compared to non-Hispanics.
22

23. Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
62%
45%
42%
39%
28%
25%
13%
11%
58%
39%
43%
44%
27%
28%
7%
5%
Mass Merchants/
Supercenters
Club Stores
Office Suppliers
Dollar Stores
Online Sites/ Stores
Drug Stores
Sporting Goods Stores
Goodwill/ Second-
Hand Stores/ Garage
Hispanics Non-Hispanics
Type of Store Where These Items will be
Purchased
23
School Supplies Books
32%
16%
28%
21%
14%
12%
11%
26%
12%
7%
16%
10%
Online Sites/ Stores
Mass Merchants/
Supercenters
Office Suppliers
Dollar Stores
Goodwill/ Second-Hand
Stores/ Garage Sales
Electronics Stores
Hispanics Non-Hispanics
Û indicates significantly larger than
(95% confidence)
Note: Only top mentions shown

24. Hispanics and non-Hispanics are
most likely to buy general school
supplies at mass merchants such as
Walmart and Target.
24

25. Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
53%
53%
49%
25%
23%
17%
13%
12%
46%
33%
50%
20%
16%
12%
13%
11%
Apparel Stores
Department Stores
Mass Merchants/
Supercenters
Online Sites/ Stores
Goodwill/ Second-
Hand Stores/ Garage
Club Stores
Sporting Goods Stores
Dollar Stores
Hispanics Non-Hispanics
Type of Store Where These Items
will be Purchased
25
Clothes Shoes
43%
38%
30%
28%
26%
14%
14%
39%
44%
21%
17%
17%
9%
9%
Department Stores
Mass Merchants/
Supercenters
Apparel Stores
Sporting Goods Stores
Online Sites/ Stores
Club Stores
Goodwill/ Second-
Hand Stores/ Garage
Sales
Hispanics Non-Hispanics
Û indicates significantly larger than
(95% confidence)
Note: Only top mentions shown

26. Apparel stores, Departments stores and
Mass merchants are the most popular
retailers for back-to-school clothes
and shoes.
26

27. Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
35%
28%
22%
16%
15%
11%
32%
15%
20%
10%
15%
12%
Electronics Stores
Online Sites/ Stores
Mass Merchants/
Supercenters
Office Suppliers
Club Stores
Goodwill/ Second-
Hand Stores/
Garage Sales
Hispanics Non-Hispanics
Type of Store Where These Items
will be Purchased
Note: Only top mentions shown
27
Electronics Athletic Equipment
30%
20%
19%
11%
11%
29%
25%
15%
9%
4%
Sporting Goods Stores
Mass Merchants/
Supercenters
Online Sites/ Stores
Apparel Stores
Club Stores
Hispanics Non-Hispanics
Û indicates significantly larger than
(95% confidence)

28. Hispanics are significantly more likely to
shop for electronics online compared to
non-Hispanics.
28

29. Please enter the percentage of your purchases
you plan to make online vs. a physical store
School Supplies Books Clothes Shoes Electronics Athletic Equipment
78% 82%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
50%
74% 75%
84%
75%
85%
61%
75% 76% 79%
20% 18%
50%
26% 25%
16%
25%
15%
39%
25% 24% 21%
0%
Û
H NH H NH H NH H NH H NH H NH
Store Online
29
H = Hispanic NH = Non-Hispanic
Û
Û indicates significantly larger than
(95% confidence)

30. Most back-to-school items are
purchased in-person. For books and
electronics, however, Hispanics are
more likely to shop for these online
compared to Non-Hispanics.
30

31. Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
How many trips to physical stores do you usually need
to complete your back-to-school shopping?
Avg. # of Store Visits
3.8 3.2
Hispanics Non - Hispanics
Û indicates significantly larger than
(95% confidence) 31

32. Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
How many online shopping sessions do you usually
need to complete your back-to-school shopping?
Avg. # of Online Sessions
2.6 2
Hispanics Non - Hispanics
Û indicates significantly larger than
(95% confidence) 32

33. As Hispanics are shopping for more
children, they tend to make more store
visits and have more online sessions
when buying back-to-school supplies.
33

34. Appendix

35. Metric
Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
Hispanics
n=505
Non-Hispanics
n=310 Metric
Sample Profile
Hispanics
n=505
Non-Hispanics
n=310
Male 51% 49% Born in the U.S. 72% 92%
Female 49% 51% Moved here 28% 8%
Average years living in U.S. 30 39
Age
18 to 34 47% 35% Household Income
35+ 53% 65% Less than $30,000 30% 23%
Mean age 37 42 $30,000 to less than $50,000 25% 17%
$50,000 to less than $70,000 12% 17%
Census Region 70,000 to less than $100,000 16% 14%
Northeast 15% 19% $100,000 or more 13% 25%
Midwest 9% 24% Median income ($000) $53 $65
South 36% 37%
West 40% 20% Own/Rent
Own home 59% 67%
Rent home 38% 31%
35

36. Metric
Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
Hispanics
n=505
Non-
Hispanics
n=310 Metric
Sample Profile
Hispanics
n=505
Non-
Hispanics
n=310
Marital Status Educational Attainment
Married 50% 46% Less than High School 5% 6%
Single 34% 30% High school graduate 17% 17%
Living with partner 9% 8% Some College, but no degree 24% 24%
Separated/divorced 7% 8% Trade or technical school 4% 7%
Widowed 2% 3% Graduated from 2-year College 10% 11%
Graduated from 4-5 year College 33% 28%
Average household size 3.2 2.8 Post Graduate Degree 7% 8%
Presence of Children Employment Status
No children <18 present 49% 56% Employed or self employed (net) 65% 56%
Any children <18 present 51% 44% Full-time Homemaker 10% 14%
Currently unemployed 11% 8%
Ages of children^ n=258 n=135 Student, not employed 7% 5%
Under age 6 38% 37% Unable to work/Disabled 4% 7%
Ages 6 to 12 57% 44% Retired 3% 9%
Ages 13 to 17 49% 38%
^ Among respondents with children
36

37. Metric
Source: ThinkNow Research Hispanic
Omnibus Study – July 2014
Hispanics
n=505
Language Spoken at Home
Spanish only 10%
Spanish mostly 32%
Spanish and English equally 25%
English mostly 17%
English only 16%
Country of Origin
Mexican/Mexican American 60%
Puerto Rican 16%
South American 11%
Cuban 9%
Central American 5%
Dominican 4%
Acculturation
Low Acculturation 11%
Medium Acculturation 63%
High Acculturation 26%
Sample Profile
37