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2018 Back-To-College Survey Findings

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Our sixth-annual survey explores where parents plan to spend—and how much. With 19 million college students heading off to colleges and universities in the coming weeks, retailers can expect parents to spend $25.5 billion to get their students settled in. Read more at https://deloi.tt/2L4dVWl.

Veröffentlicht in: Wirtschaft & Finanzen
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2018 Back-To-College Survey Findings

  1. 1. 2018 back-to-college survey Vying for wallet share
  2. 2. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 2 Key findings Deloitte’s 2018 back-to-college survey • Parent’s back-to-college spending is expected to reach $25.5B, or $1,330 per household, essentially flat to 2017 • $5.6B is up for grabs. Shoppers remain undecided on where to spend 22 percent of their budget: online or in-store • Despite ongoing hype about eCommerce, parents plan to increase their in-store spend in 2018 to 54% (up from 49% in 2017). In-store will be “stealing share” from online and undecided spend • Planned use of digital platforms for B2C are down or flat to last year, with highest planned usage to lookup prices and discounts; B2C shoppers may be signaling a desire for innovation in digital usage for their shopping experience • Survey results show overall parent B2C spend is flat, however, some categories may experience sizable growth including Dorm/apartment furniture (+17 percent) and Electronic Gadgets (+14 percent) Despite ongoing digital hype, in-store sales are expected to lead the way • Over 80 percent of parents expect to collaborate with their students on budgeting and shopping for B2C • Income matters when it comes to B2C funding: lower income households expect higher student funding whereas higher income households see almost 2x the number of students using the family credit card • 80 percent of parents plan to spend more than half of the total B2C spend, and only 7 percent of parents expect their students to contribute more than 75 percent of the spend While parents tend to pay, students heavily influence spending • Mass merchants and on-campus book stores are most preferred formats, followed by a number of price-based retailers formats • Low-income households have a preference for price-based formats (e.g., dollar stores) while higher income groups prefer premium formats (e.g., department stores) • Shoppers from high-income households plan to spend the most across all categories Customer's format preference vary notably by household income and product category
  3. 3. Survey findings
  4. 4. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 4 Spend by parents during back-to-college (B2C) shopping season expected to reach $25.5 billion in 2018 B2C shopping season touches… 19 Million college students* $25.5 Billion in parent spend^ $1,330 Avg. spend by parents# 7k+ Educational institutions** * Number of students enrolled in Under-graduate and Graduate courses as of October 2016 [Source: US Current Population Survey 2017] ** Post-secondary Title IV educational institutions [Source: National Center for Education Statistics (NCES) 2016] # Planned average spend by parents on college related items during back-to-college season [Source: Deloitte survey] ^ Deloitte calculations on back-to-college market spend ($25.5 billion) [Source: Deloitte survey and US Current Population Survey 2017] Note: Sample size (N) = 1,025
  5. 5. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 5 Back-to-college planned shopping is lead by the college supplies category, which makes up ~1/3 of budgeted parent spend B2C 2018 ― Estimated market spend by category Source: Deloitte calculations on back-to-college market spend ($25.5 billion) [Source: Deloitte survey and US Current Population Survey 2017] Note: Sample size (N) = 1,025 *Electronic gadgets include cell phones/smart phones, tablet/e-reader, and wearable devices College supplies $8.2B Clothing & accessories $4.2B $25.5B est. market size Computers & hardware $4.4B Dorm/apartment furniture & supplies $3.5B Household appliances & supplies $3.0B Electronic gadgets & digital subscriptions* $2.2B
  6. 6. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 6 Average 2018 B2C spend by parents likely to remain flat at $1,330 compared to $1,347 in 2017 National Avg. B2C spend by parents: $1,330 Northeast West South Midwest 20% $1,310 % of total B2C spend by parents Avg. B2C spend by parents 22% $1,260 36% $1,307 21% $1,483 Source: Deloitte survey Note: Average spend based on shoppers from each region – South (n = 378), Northeast (n = 194), Midwest (n = 242), and West (n = 211).
  7. 7. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 7 Income level provides a notable influence on funding for B2C shopping, shopping influencers, and economic outlook Low-income (Less than $50k) Middle-income ($50k-$99k) High-income ($100k+) B2C purchase influence Shopping – Funded by family Students to use parent’s/family’s household credit card 19% 30% 42% Shopping – Funded by student Student will fund their own purchase 39% 37% 30% Student influence More than half of B2C spend is influenced by students 60% 68% 73% Economic focus Deal focused Plan to shop at different points throughout the summer to take advantage of deals 75% 72% 63% Economic optimism More confident about the US economy’s prospects now (June 2018), than they were at the end of 2017 27% 43% 50% Household financial stability Household's financial situation today is better than it was a year ago 16% 25% 33% Digital usage Laptop computer Use or plan to use laptop computer for B2C shopping 47% 52% 55% Smartphone Use or plan to use smartphone for B2C shopping 53% 42% 38% Source: Deloitte survey Note: Sample size - Low-income (n = 397), Middle-income (n = 315), High-income (n = 313)
  8. 8. Consumer spending trends
  9. 9. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 9 While planned B2C spend ranks college supplies as highest in demand, parents plan to spend more on computers & hardware Average spend planned by parents (2018): $1,330 Source: Deloitte survey Note: Sample size (N) = 1,025 Avg. spend is calculated only for the respondents who plan to purchase at least one item from the above mentioned category By category 34% plan to buy Computers & hardware Avg. spend $674 32% plan to buy Electronic gadgets & digital subscriptions Avg. spend $357 89% plan to buy College supplies Avg. spend $479 78% plan to buy Clothing & accessories Avg. spend $279 68% plan to buy Household appliances & supplies Avg. spend $226 50% plan to buy Dorm/apartment furniture & supplies Avg. spend $366 32% Share of B2C spend 16% Share of B2C spend 12% Share of B2C spend 14% Share of B2C spend 17% Share of B2C spend 9% Share of B2C spend
  10. 10. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 10 Electronics gadgets, household appliances, and dorm/apartment furniture are likely to see significant increases in avg. B2C spend Note: Sample size (N) = 1,025; Avg. spend is calculated only for the respondents who plan to purchase at least one item from the above mentioned category * Spending share of ‘Other’ category not shown. Average spend 2018 $279 $479 $674 $357 $226 $366 Avg. spend planned by category* Category Clothing & accessories College supplies Computers & hardware Electronic gadgets & digital subscriptions Household appliances & supplies Dorm/apartment furniture & supplies Average spend $291 $505 $648 $314 $205 $312 2017 Change (%) YoY -4% -5% +4% +14% +10% +17%
  11. 11. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 11 College supplies Clothes/shoes Personal care, beauty, bathing items Dorm accessories and supplies Backpack or book bag Kitchen and dining supplies College-branded gear or supplies Dorm furniture Digital subscriptions Voice and data phone plans Television Luggage Jewelry/handbag/personal accessories Computer Printer or other computer hardware Cell phone/smart phone Computer software/small accessories Tablet, e-reader Wearable device Game console College supplies, clothes/shoes and personal care products are likely the highest categories in demand 2% 4% 5% 15% 12% 18% 28% 7% 7% 10% 12% 13% 16% 28% 30% 41% 45% 63% 78% 82% 48% of parents plan to spend on tech products 2% 3% 6% 11% 13% 14% 25% 6% 6% 11% 11% 11% 17% 27% 28% 42% 48% 59% 78% 83% 2017 2018B2C items Source: Deloitte survey Note: Sample size (N)= 1,025; #multi-select question 41% of parents plan to spend on tech products Surprisingly, the percent of parents planning to purchase tech products decreased from 48% to 41%, driven mostly by lower planned peripheral HW/SW/accessories purchases Tech products Other products “Please select the products you plan to purchase for your student#”
  12. 12. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 12 $5.6B is up for grabs. Shoppers likely to be undecided on where they will spend 22% of their budget: online or in-store In-store is expected account for more than half of B2C shopping spend… Source: Deloitte survey Note: Sample size (N) = 1,025 B2C spending by channel Average B2C spend in 2018: $1,330 Average spend: $716 Share of total spend: 54% In-store Online Average spend: $325 Share of total spend: 24% *Undecided (In-store or Online) Undecided* ? Average spend: $289 Share of total spend: 22% $13.8 Billion $6.1 Billion $5.6 Billion Market size
  13. 13. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 13 12% 17% 18% 28% 32% 38% 65% 59% 55% 43% 40% 41% 23% 24% 27% 29% 28% 21% 13% 17% 18% 31% 28% 34% 65% 64% 61% 48% 48% 42% 22% 19% 21% 21% 24% 24% Household appliances & supplies Clothing & accessories Dorm/apartment furniture & supplies Computers & hardware Electronic gadgets & digital subscriptions College supplies In-StoreOnline Undecided (Online/In-store)Source: Deloitte survey Sample size (N) = 1,025 …And is likely to be in prominence. In-store sales are projected to grow in 2018, as a smaller percent of shopper are undecided Category The share of in-store is expected to increase in 2018 for all the categories except Household appliances & supplies 2017 2018
  14. 14. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 14 Channel indecisiveness likely to vary with income level; low- income shoppers are undecided for 31% of planned spend 48% 55% 58% 54% 21% 26% 26% 24% 31% 19% 16% 22% Low-income (Less than $50k) Middle-income ($50k-$99k) High-income ($100k+) Overall In-store Online Undecided Three-fourths of low-income households plan to shop at different points during the summer to take advantage of deals; hence, might delay their shopping channel decisions Source: Deloitte survey Note: Sample size (N)= 1,025 Share of B2C spending by channel
  15. 15. B2C season timing
  16. 16. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 16 Early shoppers plan to spend 35%, equivalent to $377, more than those who start later in the season 7 in 10 parents plan to begin B2C shopping early in the season SeptemberEarlier than July 17% EarlyinJuly 22% LaterinJuly 29% EarlyinAugust 25% LaterinAugust 5% 2% 68% plan to begin shopping before August (Average spend = $1,451) $1,719 $1,451 $1,292 $1,090 $904 $1,279 Average spend 32% plan to begin shopping in August or later (Average spend = $1,074)# Source: Deloitte survey Question: “When does your household plan to begin its back-to-college shopping?” #October which accounted for 0.3% of respondents (n=3) with avg. spend $1,753 is not shown in the chart above. Note: Sample size (N) = 1,025 July August
  17. 17. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 17 $14B of B2C spend (50%) likely to take place in the one month period of Late July to Early August B2C shopping periods by traffic and total spend 80% of all back-to-college shoppers are expected to be active in this period, making it the busiest time of the B2C season Question: “Out of $__ you plan to spend on back-to-college shopping, how much do you plan to spend during the following periods?” Note: Sample size (N) = 1,025 16% 34% 57% 66% 34% 8% Earlier than July Early in July (first 2 weeks) Later in July (last 2 weeks) Early in August (first 2 weeks) Later in August (last 2 weeks) September $2.5B $4.5B $6.7B $7.4B $3.4B $1.0B $ B Total B2C spend (out of $25.5B) during noted period % of active B2C shoppers during noted period All categories are likely to experience peak sales in early August except for Computers & hardware, which is likely to experience peak shopping in late July
  18. 18. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 18 Home electronics, furnishings, and warehouse stores likely to witness peak shopper activity 2 weeks earlier than other retail formats Retail format Earlier than July Early in July (first 2 weeks) Later in July (last 2 weeks) Early in August (first 2 weeks) Later in August (last 2 weeks) September Mass merchants 15% 32% 60% 73% 37% 9% Bookstores# 14% 29% 53% 66% 34% 7% Online only 15% 30% 54% 64% 36% 10% Home electronics 28% 51% 73% 62% 36% 8% Off-price stores 15% 29% 53% 68% 32% 6% Department stores 23% 39% 52% 61% 19% 3% Fast fashion* 10% 45% 59% 72% 21% 7% Office supply/ technology stores* 17% 39% 61% 65% 39% 4% Home furnishings/ housewares stores* 29% 67% 76% 43% 24% 5% Warehouse membership clubs* 26% 47% 58% 58% 26% 5% B2C shopper activity by period across top 10 retail formats * Sample size at overall level less than 30 # includes both On-campus and off-campus stores Question: (1) At which type of retailer do you anticipate spending the most money this back-to-college shopping season? Question: (2) Out of $______ you plan to spend on back-to-college shopping, how much do you plan to spend during the following months? Note: Sample size (includes only respondents who plan to spend the most money at the above mentioned retail format)
  19. 19. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 19 Early shoppers are most likely to be parents of first-time college students, seeking best deals for big-ticket items Early shoppers – Those who start shopping before August Late shoppers – Those who start shopping in August or later Source: Deloitte survey Note: Sample size - Early shoppers n=695, Late shoppers n=330 Early shoppers Avg. spend: $1,451 Late shoppers Avg. spend: $1,074 B2C Shoppers Parents having at least one student entering college this fall as freshmen Expect to find the best back-to-college deals early in the season Plan to shop at different points throughout the summer to take advantage of deals Share of dorm/apartment furniture & supplies in total B2C budget Share of computers & hardware in total B2C budget 40% 37% 77% 15% 19% 26% 24% 57% 10% 12%
  20. 20. Shopping behavior
  21. 21. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 21 59% of shoppers plan to make a purchase using desktop/laptop while only 42% plan to do so using mobile Usage of digital platforms for B2C likely to be down or flat to last year, with highest usage to find prices and discounts Source: Deloitte survey Note: Sample size (N) = 1,025; # Multi-select question Digital Connection % of total shoppers Top Uses MobileDesktop/ laptop Social 69% (80% in 2017) 45% (44% in 2017) 13% (18% in 2017) 61% 59% 47% 43% 53% 53% 42% 41% 60% 58% 55% 52% Get price information Make a purchase Compare to similar products Get product information Get price information Collect discounts, coupons, sale information Make a purchase Access a mobile shopping app Receive a coupon Find info on promotions/view ads Browse products Read reviews/recommendations
  22. 22. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 22 Free shipping appears to remain the leading factor while selecting online retailer during B2C season “Please indicate your level of agreement with the following statements (% who agree or somewhat agree)” Source: Deloitte survey Note: Sample size (N) = 1,025 75% 47% 40% 39% More likely to purchase from online retailers who offer free shipping Purchase from those retailers that offer an option to buy online and return to store Purchase from those retailers that offer an option to buy online and pick-up in-store Prefer loyalty programs that provide faster or cheaper shipping more than product discounts while shopping online Free shipping Buy online, return to store Buy online, pick up in-store Loyalty program with shipping options 45% 42% 53% 78% Preferences while shopping online 2017 responses
  23. 23. Role of student
  24. 24. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 24 The majority of parents expect to be highly collaborative in budgeting and shopping, leading to high student influence 4% 6% 8% 4% 9% 69% I decide on the budget and shop on my own I decide on the budget, my student shops alone My student(s) set the budget and shop on their own I discuss budgeting with my student(s), but shop alone My student(s) set the budget and we shop together I discuss budgeting and shop with my student(s) Source: Deloitte survey Sample size (N) = 1,009 (Re-based to exclude ‘others’) Which of the following best describes your approach for back-to-college shopping? Parents – Decision making Fewer than 20% of respondents expect that they or their students will shop alone 82% Plan to collaborate with their students during B2C shopping 18% of parents expect the B2C season to be planned and shopped separately
  25. 25. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 25 8 out of 10 parents expect their students to contribute less than 50% to their B2C shopping budget Source: Deloitte survey Note: Sample size (N) = 1,025. 2% 17% 22% 22% 19% 11% 5% 2% Uncertain 0% 1-10% 11-25% 26-50% 51-75% 76-99% 100% “Considering your student’s budget requirements for back-to-college shopping, what percentage will your student likely contribute?” Only 18% of parents expect their kids to contribute more than half of budget 80% of parents plan to spend more than half of the total B2C spend Students likely contribution to B2C shopping according to parents
  26. 26. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 26 $495 $281 $264 $407 $764 $373 $470 $278 $205 $340 $569 $348 Shoppers with at least one Freshmen student Other shoppers Parents with freshmen students are likely to spend more than other shoppers, especially on computers & hardware Computers & hardware Electronic gadgets & digital subscriptions College supplies Clothing & accessories Household appliances & supplies Dorm/apartment furniture & supplies Source: Deloitte survey Note: Survey sample size (N)= 1,025 Parents of freshmen students vs other shoppers – Avg. B2C spend by category ($)
  27. 27. Product category and retail formats
  28. 28. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 28 Overall rank Low- income Middle- income High- income 1 1 1 1 2 2 2 2 3 4 3 3 4 3 9 15 5 5 5 7 6 7 4 6 7 7 6 9 8 5 12 10 9 12 7 5 10 13 8 4 11 10 9 8 12 11 11 12 13 14 13 11 14 15 14 14 15 9 16 16 16 16 15 13 17 17 17 17 18 19 18 18 19 19 18 20 20 18 20 18 Mass merchants and on-campus book stores are most preferred formats, followed by a number of price-based retailers “In what types of retail environments do you plan to do your Back-to-College shopping? #” Source: Deloitte survey Sample size (N) = 1,025; # Multi-select question 4% 4% 4% 7% 16% 17% 18% 21% 24% 26% 26% 27% 27% 29% 30% 31% 32% 51% 61% 75% Retailer’s mobile apps Pop-up retail stores on college campus Catalogs Specialty clothing stores Home furnishings and housewares stores Consignment shops/thrift stores Retailer’s websites Supermarkets Drug stores Home electronics stores Warehouse membership clubs Traditional department stores Bookstores (Off-campus) Fast fashion apparel retailers Office supply/technology stores Off-price stores Dollar stores Online only retailers Bookstores (On-campus) Mass merchants Format preferred by low-income group Format preferred by high-income group Low income households have a preference for price based formats (e.g., dollar stores) while higher income groups prefer premium formats (e.g., warehouse clubs, department stores)
  29. 29. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 29 $534 $324 $246 $415 $783 $394 $497 $282 $227 $365 $722 $383 $420 $242 $207 $319 $555 $301 $479 $279 $226 $366 $674 $357 High-Income ($100k+) Medium-Income ($50k-$99k) Low-Income (Less than $50k) Overall Shoppers from high-income households likely to spend the most across all B2C product categories Computers & hardware Electronic gadgets & digital subscriptions College supplies Clothing & accessories Household appliances & supplies Dorm/apartment furniture & supplies Note: Survey sample size (N) = 1,025 Avg. spend is calculated only for the respondents who plan to purchase at least one item from the above mentioned category The average spend gap between low-income and high-income groups is most stark in computers & hardware
  30. 30. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 30 15% 21% 28% 20% 6% 6% 23% 26% 22% 16% 7% 2% 36% 20% 13% 19% 6% 3% 25% 22% 20% 18% 6% 4% Mass merchants Fast fashion Department stores Off-price stores Online only* Specialty clothing stores* While low-income HHs prefer mass merchants, middle- and high-income shoppers are plan to shop across categories, with small tendencies to fast fashion and dep’t stores respectively Retail format preferences for clothing vary significantly by household incomes Preferred retail formats for Clothing & accessories – By income * Sample size at household income-level has fewer than 30 respondents; # Sample size at overall level has fewer than 30 respondents Question: (1) “Which type of retailer will you shop the most for clothing and accessories during this back-to-college season?” Question: (2) “For the following categories, please indicate the total amount you estimate you will spend during back-to-college shopping season?” Note: Sample size – High-income (n = 341), Middle-income (n = 248), Low-income (n = 308), Overall (n = 797) $235 $300 $313 $276 $271 $363# High-income ($100K+) Middle-income ($50K – $99K) Low-income (Less than $50K) Avg. category spend by preferred retail format Full category average
  31. 31. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 31 46% 13% 22% 5% 8% 41% 23% 24% 7% 1% 42% 28% 15% 7% 4% 43% 22% 20% 7% 4% Other than home electronic stores, low-income shoppers are more disposed to shop at mass merchants, while higher income groups are likely to opt for online-only retailers For digital product categories, home electronic stores are a clear preference both in intended visits and budgeted spend Preferred retail formats for ‘Electronic gadgets/computers & hardware’ – By income * Sample size at household income-level has fewer than 30 respondents; # Sample size at overall level has fewer than 30 respondents Question: (1) “Which type of retailer will you shop the most for ‘Electronic gadgets/Computers & hardware’ during this back-to-college season?” Question: (2) “For the following categories, please indicate the total amount you estimate you will spend during back-to-college shopping season?” Note: Sample size – High-income (n = 172), Middle-income (n = 148), Low-income (n = 193), Overall (n = 513) Home electronic stores Mass merchants Online only Office supply/ technology stores* Warehouse membership clubs* High-income ($100K+) Middle-income ($50K – $99K) Low-income (Less than $50K) Avg. category spend by preferred retail format Full category average $784 $477 $612 $701 $778#
  32. 32. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 32 59% 18% 14% 1% 3% 62% 18% 9% 4% 3% 64% 14% 8% 10% 2% 62% 17% 10% 5% 3% Nearly two-thirds of B2C shoppers prefer mass merchants for college supplies shopping; there are small trends by income to other formats for the remaining 1/3 of this category Mass merchants likely to hold clear lead over other retail formats when it comes to college supplies Preferred retail formats for ‘College supplies’ – By income * Sample size at household income-level has fewer than 30 respondents; # Sample size at overall level has fewer than 30 respondents Question: (1) “Which type of retailer will you shop the most for college supplies during this back-to-college season?” Question: (2) “For the following categories, please indicate the total amount you estimate you will spend during back-to-college shopping season?” Note: Sample size – High-income (n = 288), Middle-income (n = 279), Low-income (n = 350), Overall (n = 917) Mass merchants Office supply/ technology stores Online only* Dollar stores* Warehouse membership clubs* High-income ($100K+) Middle-income ($50K – $99K) Low-income (Less than $50K) Avg. category spend by preferred retail format Full category average $464 $548 $508 $283 $650#
  33. 33. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 33 63% 13% 9% 7% 4% 0% 65% 12% 6% 3% 5% 3% 63% 9% 8% 4% 1% 6% 64% 11% 8% 5% 3% 3% Conventional formats for furniture and household supplies – warehouse clubs and home furnishing/houseware stores – likely to lag way behind mass merchants in preference Dominance of mass merchants as the most preferred format for furniture and household supplies holds across income levels Preferred retail formats for ‘Dorm furniture/household appliances & supplies’ – By income * Sample size at household income-level has fewer than 30 respondents; # Sample size at overall level has fewer than 30 respondents Question: (1) “Which type of retailer will you shop the most for ‘Dorm/Apartment furniture & supplies’ and ‘Household appliances & supplies’ during this back-to- college season?” Question: (2) “For the following categories, please indicate the total amount you estimate you will spend during back-to-college shopping season?” Note: Sample size – High-income (n = 243), Middle-income (n = 232), Low-income (n = 289), Overall (n = 764) Mass merchants Off-price stores Online only* Warehouse membership clubs* Home furnishings and housewares* Dollar stores* High-income ($100K+) Middle-income ($50K – $99K) Low-income (Less than $50K) Avg. category spend by preferred retail format Full category average $406 $580 $448 $619 $822# $266#
  34. 34. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 34 About the survey Survey timing: May 31 to June 13, 2018 Sample:. The survey polled a sample of 1,025 parents with college-going children with respondents having at least one child attending college in Undergraduate or Graduate courses this fall Methodology: The survey was conducted online using an independent research panel Demographics Income group (N=1,025): • Low-income – Household income less than $50,000 (n=397) • Middle-income – Household income between $50,000 and $99,999 (n=315) • High-income – Household income $100,000 and more (n=313) Region (N=1,025): • West: (n=211) • Midwest: (n=242) • South: (n=378) • Northeast: (n=194)
  35. 35. 2018 back-to-college surveyCopyright © 2018 Deloitte Development LLC. All rights reserved. 35 About the survey This annual Deloitte survey was conducted online using an independent research panel between May 31 – June 13, 2018. The survey polled a sample of 1,025 parents with college-going children and has a margin of error for the entire sample of plus or minus three percentage points. Deloitte Center for Industry Insights The Deloitte Center for Industry Insights is the research division of Deloitte LLP’s Consumer and Industrial Products practices. The center’s goal is to inform stakeholders of critical business issues, including emerging trends, challenges and opportunities. Using primary research and rigorous analysis, the center provides unique perspectives and seeks to be a trusted source for relevant, timely and reliable insights. This publication contains general information only and Deloitte is not, by means of this publication, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte shall not be responsible for any loss sustained by any person who relies on this publication. About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. In the United States, Deloitte refers to one or more of the US member firms of DTTL, their related entities that operate using the “Deloitte” name in the United States and their respective affiliates. Certain services may not be available to attest clients under the rules and regulations of public accounting. Please see www.deloitte.com/about to learn more about our global network of member firms.

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