Analyzing Back-To-School Shopping Behaviors

Back-To-School
Social Insights Report: 2016

Copyright ©2015 Cision. All rights reserved.2
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Caitlin Jamali
Senior Insights
Analyst
Michelle Vangel
Vice President,
Insights Solutions
Introductions

About this Report
Objectives
For many, summer has just kicked off, but many parents are
already prepping for their child’s next school year. At Cision,
we analyzed social media discussion to determine who was
shopping early, what was motivating these buyers and how
brands and retailers can take advantage of these key social
insights.
Methodology
We cast a wide net using our Visible Intelligence platform to
collect content that mentioned back-to-school that appeared
on social channels including Twitter, Facebook, forums, blogs,
and review sites. We analyzed conversations that occurred
during the 2015 season (June 1, 2015 to October 31, 2015)
and the current season to date (June 1, 2016 to June 20,
2016). This report identifies types of shoppers, their attributes
and shopping habits.

Where does social media fit into back-to-school shopping?
Back-to-school shoppers are exposed to retailer marketing and advertising efforts across media channels. Social media is
no exception. In fact, research by AdWeek indicated that 3-out-of-5 shoppers had previously purchased an item they saw
through social media.
Findings from the AdWeek article “What Brands Need to Know About Back-to-School Shopping Habits” by Melissa Hoffman.

When Do Consumers Talk About Back-to-School Shopping?
Back-to-School Shopping Social Discussion Trend
June 1 – October 31, 2015
Early Birds Back-to-School Shopping Rush Reviews & Late Shoppers
Savers start shopping early
June to make sure they don’t
miss out on any deals
Planners know what they need in
early June, but don’t hit the stores
until July/August
Almost one-third of social buzz for back-to-
school supplies occurred between Aug. 17
and Aug. 26
Back-to-school shopping buzz for clothing
started at the end of July and extended
through Labor Day weekend
Some offered product reviews,
expressed excitement about the
new year or mentioned forgotten
supplies
Convenience Shoppers may buy online
in early Summer, or wait till stores are
well-stocked in July/August

Back-to-School Shopper Profiles: The Saver
The Saver
Among the shopping profiles, the Saver was the most prolific in terms of social discussion
about back to school. Savers are focused on finding all the best deals and typically shop on a
tight budget. This group collects coupons, starts shopping early and is not afraid to visit
multiple stores to get the lowest price on products. The saver might even pick up items not on
their list if a deal is tempting enough.
Staples, Staples, Staples! !!! They have a
penny sale with cheap school supplies every
summer. There is one big sale item per
week. I will go each week over the summer
to get what ds needs and see what i can pick
up for my classroom
- Babycenter.com, June 13, 2016
“
Savvy shoppers know that to get the
BEST deals on school supplies, the smart
strategy is to start shopping early. By
buying a few things every week, you will
save a significant amount over making one
trip to purchase everything at once.
- Seeandsave.com, July 1, 2015
“

Back-to-School Shopper Profiles: The Planner
The Planner
The planner has a set list of what is needed and knows what they are going to buy before they
visit the store. Planners have back-to-school shopping on their radar starting in June, but may
not start shopping until back-to-school promotions hit stores in July or August.
Our school starts Aug 3. I've already gotten most of
her clothes. She has backpacks & lunchboxes. I'll
just need to get supplies once her school issues the
list.
“
Here in my other part of the world June is not just
about weddings, it is also a time to go back-to-
school. Yeah! You read it right folks. As a Mom, I
always make it a point to prepare everything before
the first day of school.
- Prettysinglemom.com, June 1, 2016
“

Back-to-School Shopper Profiles: The Student
The Student
Students joined the back-to-school shopping discussion when preparing for college.
Conversations focused on electronics and dorm supplies. Some mentioned buying school
supplies for themselves for the first time. Experienced college students offered
recommendations to new freshman on what they’ll really need or won’t need in college.
.
I wish someone would have told me that school supply shopping in college is very different from
shopping for school supplies in high school. You’d assume that’s common sense, right? Well, going
supply shopping in college with a high school mentality is more common than you would think.
Luckily, those who are inexperienced can learn the ins and outs of proper school shopping for
college and save time and money from well-seasoned students, such as myself and others who
have been there and done that.
- Uppressonline.com, July 10, 2016
“
I want to get myself a Fitbit before I go back-to-school in the fall . I really want one ASAP. Can't
believe I haven't bought one yet . �
- Twitter, June 10, 2016

Back-to-School Shopper Profiles: The Convenience Shopper
The Convenience Shopper
The convenience shopper is all about efficiency. This shopper typically has a lot going on and
needs to complete back-to-school shopping as quickly and painlessly as possible. A
convenience shopper wants to make one trip to one store to complete all back-to-school
supply shopping needs, and is more likely to make purchases online. The convenience
shopper will take advantage of offers to make life simpler, such as pre-ordering supply kits
from through the school that will be automatically delivered to their child on the first day back.
We get a list from the school. I used to go when the sales hit (late
July/early August) otherwise we'd find ourselves out of luck on some
things. The kids school now has this awesome thing where you can place
an order and the kit with all the supplies is delivered to school for them. A
portion of sales go to the PTSA. Cost is roughly the same as it is in the
stores, at least for me since I'm not huge on going to 10 different stores to
get a slightly lower price per item. It makes the back-to-school stuff
soooooo much easier.
“

Parents Divide Back-to-School Shopping Into Two Categories:
Many parents approach school supply shopping separately than back-to-school clothing shopping, planning for each differently.
School Supplies
•Parents are likely to start buying as supplies early as
June
•Supplies create slightly more social discussion than
clothes shopping
•Many have a set list for supplies and a planned time-
frame for purchases
Clothing
•Compared to school supplies, parents are more
likely to wait until fall to buy new school clothing
•Many set a clothing budget for the entire year, which
they pull from for new school clothes
•Some wait to buy clothes because of wear and tear,
growth spurts and prolonged warm weather

What and Where Consumers Shopped: School Supplies
Staples had a notable lead among merchants in discussion about back-to-school supply shopping. The Staple’s penny sale
and weekly deals helped generate buzz throughout the shopping season.
Top Merchants
• Staples
• Target
• Amazon
• Wal-Mart
• Office Depot
• Barnes & Noble
• Walgreens
Based to top terms for back-to-school supply
shopping June 1, 2015 to October 31, 2015
Prominent Terns

What and Where Consumers Shopped: Clothing
Of retailers analyzed, Target owned the greatest share of back-to-school clothing buzz. Poster mentioned Target for stylish yet
affordable clothing. Across shopping conversations, jeans were the most popularly mentioned product.
Top Merchants
• Target
• Amazon
• JC Penny
• Macy’s
• Walmart
• Gap
• Old Navy
Prominent Terns
Based to top terms for back-to-school clothing
shopping June 1, 2015 to October 31, 2015

How are Consumers Shopping for Back To School?
Online Brick & Mortar Mobile
Approximately 46% of
Back-to-School Shoppers
Plan to shop online
Of those shopping at Brick
& Mortar stores, 60% said
they’d shop at discount
stores.
Shoppers are more likely to
use their smart phone to
locate a Brick & Mortar
store than to complete a
purchase.
Findings from the National Retail Federation Back to School Annual Report.

Where are Consumers Talking About Back To School Shopping?
Blogs are the most popular channel to discuss back-to-school shopping; conversations were dominated by mommy bloggers.

Who is Already Back-to-School Shopping in 2016?

What Retailers are Driving Conversation for the Current Season?
Supply Shoppers
Amazon
Amazon started gaining early shopping buzz by partnering with mommy bloggers to promote back-to-school
savings and coupons.
Did you know that Amazon can be one of the best places to
get your school supplies? Not only do they have competitive
prices, you can get all your kids’ school supplies without
having to go to the store and deal with all the crowds!
Each week during Back to School Season we will be bringing
you a post each week showing you some of the best
Amazon BTS Deals we are seeing to save you both time and
money!
- rakinginthesavings.com, June 18, 2016
“

Supply Shoppers
Staples
Staples Weekly Steals campaign drew attention as a few suggested the weekly deal savings to those looking to
save money.
Staples is another great place to buy school
supplies. Why, you might ask? THE SALES! They
offer other amazing deals, so check in with their
website during these summer months so you don’t
miss out.
- Troyagora.com, June 13, 2016
“

Clothing Shoppers
Target
Buzz around Target increased as many shared a study that boasted clothes from Target would be a top buy this
shopping season.

Clothing Shoppers
Amazon
Back-to-school clothes shopping buzz for Amazon was also driven by results from an industry report as
bloggers shared findings; the report showed consumers favoring in-store shopping over popular e-commerce
sites such as Amazon. A few shared deals.
Despite ecommerce growth, shopping in physical
stores reigns supreme. Most shoppers polled said
they favor shopping in physical stores over both
retailer websites and destinations like Amazon.com
for clothing (64 percent) and school supplies (70
percent).
- blog.crowdtap.it, June 2, 2016
“
Order this cute Crazy 8 Girls' Stripe French
Terry Knit Dress through Amazon as low as
just $5-7! That's an incredible price for a cute
cotton everyday dress. It's available in sizes
4-12 right now! This would be great for
preschool or back to school in the fall.
- seattlemomsdealfinders.com, June 10, 2016
“

One-in-Six Discuss Deals and
Savings on Social Channels
2015: The Back-to-School Shopping Season At-A-Glance
Back-to-School Shopping Social
Buzz Peaked in August
Consumers Talked Back-to-School
Shopping on Blogs
Moms Had the Most Active Voice on
Social Channels
One in Four Identified as a Mom
The Early Bird Shoppers Start Back-
to-School Shopping in June
Student Voices were Heard in Back-
to-School Shopping for College
43%Of Back-to-School
Shopping Social Buzz
Occurred on a Blog
48%
Of Back-to-School Shopping Social Buzz
Occurred in August
Back to College Shopping Buzz
Student
voices
~20%Two Types of Shoppers Start Early
SaversConvenience
Shoppers
Timeframe: June 1, 2015 to October 31, 2015

Sweepstakes and Giveaways
Retailers were able to boost back-to-school social discussion volume through sweepstakes and
giveaways. Contests drove the most noteworthy spikes in buzz for retailers.
Example: Wal-Mart generated notable buzz for the Rock The Savings contest. Students could share
their supply list from the Wal-Mart website to enter for a chance for popular band The Vamps to
come and play a free concert in their home town. The town with the most shares (votes) won.
Special Sales and Deals
Among back-to-school shopper personas, the Saver was most prolific on social channels. Deals and
offers were well received and helped brands and merchants generate buzz for back-to-school
shopping. .
Example: Staples penny sales and weekly deals consistently brought shoppers into the stores.
Seamless Pre-Orders
Some valued the convenience and simplicity of stores that offered integrated services with their
child’s school, making back-to-school supply shopping that much easier.
Example: Staples earned praise by offering pre-order kits that would be automatically filled and
delivered to the child’s classroom on the first day of school.
What Can Merchants Learn From Last Year’s Season?
Best Practices

Questions & Answers
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Analyzing Back-To-School Shopping Behaviors

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