IG RetailNext FV

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B AC K- TO - S C H O O L Infographic 2015 Second-largest seasonal shopping period of the year in terms of consumer spending [2]

Winter Holidays

616.10

Back-to-School/College

74.90

Mother’s Day

19.85

Valentine’s Day

18.94

Easter

16.37

Super Bowl

14.31

Father’s Day

12.47

Halloween

7.40

St. Patrick’s Day

4.63 0

100

200

300

400

500

600

700

In 2014, consumers expected the bulk of their Back-to-School purchases to take place in August, however both July and September continue to grow in share: [8]

2013

2014

AUGUST

AUGUST

59%

66%

J U LY

J U LY

22%

17%

SEPTEMBER

19

SEPTEMBER

17

%

%

Approximately 48 percent start shopping online in preparation for school 3-4 weeks prior to the first day of school, and about 31 percent do so two months prior. [4]

B AC K-T O - S C H O O L O N L I N E S H O P P I N G S TA R T T I M E F R A M E S

18.0%

1.9% 0.7%

1 - 2 weeks before school

Week school starts After school starts

48.4% 3 weeks - 1 month before school

30.9%

2 months before school

“Webrooming” - In 2014, 73 percent of consumers indicated they would do research online, then purchase in a physical store. [8]

73

online then % Research buy in a physical store

32 percent of college shoppers plan to comparison shop online to make sure they get the best pricing, up from 28 percent last year. More than 31 percent of K-12 school shoppers will compare prices online, compared with 30 percent last year. [7]

15% of shoppers said that a full 100 percent of their purchases were influenced by coupons, sales and promotions. [3]

P E R C E N TAG E O F B AC K-T O - S C H O O L P U R C H A S E S

influenced by

%

25

%

COUPONS, SALES, AND/OR PROMOTIONS

19.9%

15

%

14.6%

15.2%

12.8% 8.5%

5%

10

%

10.7%

0%

Share of respondents

20

18.2%

0

1 - 10

11 - 25

26 - 50

51 - 75

76 - 99

100

Percent influenced

More than $3 of every $5 aimed at back-to-school clothes and supplies is spent on college-bound students, with online shoppers spending 37% as these consumers mature and shell out more than $1,100 per family. [5]

PRESENTED BY

REFERENCES: 1 – Statista, “Statistics and facts on back-to-school,” http://www.statista.com/topics/2143/back-to-school-statistics-and-facts/

2 – Statista, “Total expected consumer spending in the United States in 2015, by seasonal event (in billion U.S. dollars),” http://www.statista.com/statistics/319562/us-consumer-spending-by-seasonal-event/

3 – Statista, “What percentage of the back-to-school purchases you have already made were influenced by coupons sales, and/or promotions?,” http://www.statista.com/statistics/318845/back-to-school-shopping-us-percentage-of-purchases-influenced-by-offers/

4 – Search Engine Watch, “Back to School 2014 Trends: How Search Marketers Can Get Ready Now [Study],” http://searchenginewatch.com/sew/study/2350888/back-to-school-2014-trends-how-search-marketers-can-get-ready-now-study

5 – Media Post, “ Back-to-School Timing, Tips For Social and Search Campaigns,” http://www.mediapost.com/publications/article/228380/back-to-school-timing-tips-for-social-and-search.html

6 - CMO, “15 Mind-Blowing Stats About Back-to-School Shopping,” http://www.cmo.com/articles/2014/6/26/mind_blowing_stats_back_to_school_2014.html

7 – NRF.com, “Families plan to spend more for back to school and college this year,” https://nrf.com/news/families-plan-spend-more-back-school-and-college-this-year

8 – ICSC.org. ‘In-store the preferred method for Back-to-School shopping,” http://www.icsc.org/press/in-store-the-preferred-method-for-back-to-school-shopping