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5 Trends Changing Back-To-School Shopping
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What is contributing to the slowdown in back-to-school sales?
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5 Trends Changing Back-To-School Shopping
1.
5 trends BACK-2-SCHOOL SHOPPING changing by
chris barbee, strategist
2.
the back-2-school shopping season
is second only to holiday shopping
3.
by 9% this year
b2s sales are expected to be down
4.
what gives, jack?
5.
a hangover from last
year’s pent-up demand?
6.
no.
7.
high gas prices?
8.
no.
9.
increased payroll taxes?
10.
no.
11.
some contributing factors
12.
some contributing factors year-round
schooling
13.
some contributing factors year-round
schooling just-in-time shopping
14.
some contributing factors year-round
schooling just-in-time shopping online ordering
15.
some contributing factors year-round
schooling just-in-time shopping online ordering smartphones & tablets
16.
some contributing factors year-round
schooling just-in-time shopping online ordering smartphones & tablets teenage unemployment
17.
1year-round schooling
18.
in 2010more than
20% of u.s. public schools were on year-round calendars
19.
because of these
programs families are shrinking the traditional fall shopping list
20.
so fall tax
holidays are used to encourage b2s shopping
21.
2just-in-time shopping
22.
this is a
lingering behavior from the recession
23.
the needs of
each child tend to be spread throughout the school year
24.
an effort by
parents to better manage budgets
25.
almost 50%of working
moms report they will reuse last year’s supplies
26.
backpacks last beyond
may almost 50%of working moms report they will reuse last year’s supplies
27.
almost 50%of working
moms report they will reuse last year’s supplies Tennis shoes aren’t only needed in August.
28.
& families are
waiting for class-assigned supply lists
29.
additionally...
30.
Trend-savvy teens aren’t
purchasing fall fashions months in advance anymore because of FAST FASHION
31.
Trend-savvy teens aren’t
purchasing fall fashions months in advance anymore because of FAST FASHION
32.
these retailers are
inexpensive & constantly update inventory to stay with trends
33.
3online shopping
34.
this yearnielsen predicts
21% of b2s shopping will happen online
35.
That’s up almost
8% from 2010
36.
which fuels just-in-time
& comparison shopping habits
37.
4smartphones & tablets
38.
these items are replacing
traditional school supplies
39.
these items are replacing
traditional school supplies Books.
40.
these items are replacing
traditional school supplies Books. Laptops.
41.
these items are replacing
traditional school supplies Books. Laptops. Calculators.
42.
these items are replacing
traditional school supplies Books. Laptops. Calculators. Trapper-Keepers.
43.
yes. trapper-keepers.
44.
they’re also lasting much
longer as tech improves
45.
only 55% of
k-12 will purchase new electronics this year & those who do will spend about 12% less than last year
46.
5teenage unemployment
47.
while overall unemployment is
down to 7.4% the rate for teens is still at 23.7%
48.
why is this
important?
49.
35% of teens
help pay for b2s shopping
50.
so how should
marketers deal with these new trends?
51.
space promotions across 12
month calendar Don’t anticipate seasonal spikes in sales.
52.
compliment online sales with
offline promos don’t make moms choose
53.
And available year-round. keep
fashions fresh
54.
don’t fight the
tech revolution
55.
adapt. evolve. survive.
56.
and finally...
57.
drive sales by
utlizing student-only discounts
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