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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.