5 Trends Changing Back-To-School Shopping

5 trendsBACK-2-SCHOOL SHOPPING

changingby chris barbee, strategist

the back-2-school shopping season is second only to

holiday shopping

by 9%

this year b2ssales are expected to be

down

what gives, jack?

a hangover

from last year’s pent-up demand?

no.

high gas prices?

no.

increased payroll taxes?

no.

some contributing factors

some contributing factorsyear-round schooling

some contributing factorsyear-round schooling

just-in-time shopping

some contributing factorsyear-round schooling

just-in-time shopping

online ordering

some contributing factorsyear-round schooling

just-in-time shopping

online ordering

smartphones & tablets

some contributing factorsyear-round schooling

just-in-time shopping

online ordering

smartphones & tablets

teenage unemployment

1year-round schooling

in 2010more than 20% of u.s.

public schools were on year-round calendars

because of these programsfamilies are shrinking the traditional fall shopping list

so fall tax holidays are used to encourage b2s shopping

2just-in-time shopping

this is a lingeringbehavior from the recession

the needs of each childtend to be spread

throughout the school year

an effort by parents to better manage budgets

almost 50% of working moms report they will

reuse last year’s supplies

backpacks last beyond may

almost 50% of working moms report they will

reuse last year’s supplies

almost 50% of working moms report they will

reuse last year’s supplies

Tennis shoes aren’t only needed in August.

& families are waiting for class-assigned

supply lists

additionally...

Trend-savvy teens aren’t purchasing fall fashions months in advance anymore because of

FAST FASHION

Trend-savvy teens aren’t purchasing fall fashions months in advance anymore because of

FAST FASHION

these retailers are inexpensive &constantly update inventory to

stay with trends

3online shopping

this yearnielsen predicts 21% of b2s

shopping will happen online

That’s up almost 8%from 2010

which fuels just-in-time & comparison shopping habits

4smartphones & tablets

these items arereplacing traditional

school supplies

these items arereplacing traditional

school suppliesBooks.

these items arereplacing traditional

school suppliesBooks.Laptops.

these items arereplacing traditional

school suppliesBooks.Laptops.Calculators.

these items arereplacing traditional

school suppliesBooks.Laptops.Calculators.Trapper-Keepers.

yes. trapper-keepers.

they’re also lasting much longer

as tech improves

only 55% of k-12 will purchase new electronics this year

& those who do

will spend about 12% less than last year

5teenage unemployment

while overallunemployment is down to 7.4%

the rate for teens is still at 23.7%

why is this important?

35% of teens help payfor b2s shopping

so how should marketers deal with these new trends?

space promotions across 12 month calendar

Don’t anticipate seasonal spikes in sales.

compliment online sales with offline promos

don’t make moms choose

And available year-round.keep fashions fresh

don’t fight the tech revolution

adapt. evolve. survive.

and finally...

drive sales by utlizing student-only discounts