2014 Back-to-School Survey Rising to the head of the class › content › dam › Deloitte › us › ... · 2020-05-13 · 2014 Average spending on back-to-school shopping has dropped

2014 Back-to-School Survey

Rising to the head of the class

Conducted July 5-10, 2014

1,063 responses

2 Copyright © 2014 Deloitte Development LLC. All rights reserved.

About the survey

The survey was commissioned by Deloitte and‏

conducted online by an independent research

company between July 5 and 10, 2014. The

survey polled a sample of 1,063 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.

http://www.deloitte.com/us/about


$598

$428

$370

$-

$100

$200

$300

$400

$500

$600

$700

Average Spend by Parents

2012

2013

2014

Average spending on back-to-school shopping has dropped since 2012

Expected spending by parents, children is declining

$422

$244

$173

$-

$100

$200

$300

$400

$500

$600

$700

Average Spend by Children

2012

2013

2014

Families (including children) will spend on average $543 this back-to-school season

“What‏is the total amount you [parent] expect to spend

on back-to-school items this‏season?”

“What‏is‏the‏estimated‏total‏amount‏you‏expect‏your‏

children will spend on back-to-school items for grades

K - 12‏this‏season?”


“How‏do‏you‏think‏the‏U.S. economy‏is‏performing‏today?”

4%

16%

40%

33%

7%

It is healthy

It still is in a recession

It has been recovering from a recession, and willprobably continue to improve

It has been recovering from a recession, but itremains weak

Don't know/no opinion

in 5 respondents (40%) believe the economy will continue to improve and 2‏

sentiment is even stronger among higher income groups

Consumer sentiment toward economy is optimistic

4%

18%

36% 34%

8% 5%

14%

47%

31%

5%

0%

10%

20%

30%

40%

50%

It is healthy It still is in a recession It has been recoveringfrom a recession, and

will probably continue toimprove

It has been recoveringfrom a recession, but it

remains weak

Don't know/no opinion

Less than $100,000

$100,000 or more


“Thinking‏about‏your‏household's‏assets‏(home,‏cash,‏car,‏etc.)‏and‏your‏

liabilities (credit card bills, mortgage, etc.), would you say your household's

financial‏situation‏today‏is:”

today‏”same“‏the‏or‏”better“‏is‏situation‏financial‏their‏say‏respondents‏of‏76%

Consumers’‏financial‏situation‏remains‏unchanged

33%

41%

26%

32%

44%

24%

0%

10%

20%

30%

40%

50%

Better than it was a year ago The same as it was a yearago

Worse than it was a year ago

2013

2014


68%

63%

46%

35%

65%

60%

54%

38%

53%

64%

55%

44%

42%

41%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Higher food prices

Higher energy prices

Higher medical bills and/or premiums

Personal debt level is still high

Higher taxes

2012

2013

2014

*No‏2012‏data‏available‏for‏“higher‏taxes”‏answer‏choice

** Answer choices below 41% not represented

Top 5 concerns respondents have about the U.S.

economy‏or‏their‏household’s‏finances‏that‏could‏

impact their back-to-school shopping


Female respondents plan to be more price and budget conscious when shopping

for back-to-school items

Differences in intended shopping behaviors

“How‏are you likely to change the way you shop for back-to-school items

this season, as compared with last year, because of your concerns about

the U.S. economy or your household's finances?”

I'll buy more back-to-school items "on sale"

I'll use more store coupons

I'll use more loyalty or other cards that

give me reward points or other benefits

26%

49% 59%

32%

16% 20%

58% of female shoppers have a budget in mind when shopping this

back-to-school season, as compared to 47% of male shoppers


96%

91%

82%

66%

9%

96%

91%

85%

73%

9%

0% 20% 40% 60% 80% 100%

School supplies: Paper, pencils, etc.

Clothes

Shoes

Backpack/book bag/lunch box

Computer software/small accessories

2013

2014

Percent‏of‏respondents‏who‏expect‏to‏purchase‏…

Items most in demand this back-to-school season

“Which‏back-to-school items for grades K - 12 will be purchased

by you or your children this season?”

9 Copyright © 2014 Deloitte Development LLC. All rights reserved. *Retail environments below 28% not presented in this chart

Top 5 retail environments consumers plan to shop

% of respondents who will shop at “online sites” increased from 19% in 2011 to 38% in 2014

“In‏what type(s) of retail environment(s) do you plan to do your

back-to-school shopping?”

92%

19%

44%

28%

21%

32%

21%

91%

20%

45%

31%

22%

33%

19%

90%

36%

43%

28% 28% 28% 26%

85%

38% 38%

31% 30% 28% 28%

0%

20%

40%

60%

80%

100%

Dis

cou

nt/valu

ede

part

ment

sto

res

Onlin

e s

ite

s

Offic

esupp

ly/te

ch

nolo

gy

sto

res

Tra

ditio

na

lde

part

ment

sto

res

Off-p

rice

sto

res

Do

llar

sto

res

Ware

ho

use

me

mb

ers

hip

clu

bs

2011

2012

2013

2014


“Online‏sites”‏moves‏into‏the‏No.‏2‏spot‏for‏the‏first‏time‏in‏survey’s‏history

Ranking of store types since 2012

2012 2013 2014

1. Discount/value department stores 1. Discount/value department stores 1. Discount/value department stores

2. Office supply/technology stores 2. Office supply/technology stores T2. Online sites

3. Dollar stores 3. Online sites T2. Office supply/technology stores

4. Traditional department stores 4. Specialty clothing stores 3. Traditional department stores

5. Specialty clothing stores 5. Dollar stores 4. Off-price stores

6. Off-price stores 6. Off-price stores T5. Dollar stores

7. Drug stores 7. Traditional department stores T5. Warehouse membership clubs

8. Online sites 8. Warehouse membership clubs 6. Specialty clothing stores

9. Warehouse membership clubs 9. Drug stores 7. Drug stores

T10. Consignment shops/thrift stores 10. Consignment shops/thrift stores 8. Consignment shops/thrift stores

T10. Supermarkets 9. Fast fashion apparel stores

10. Supermarkets


Respondents find value in free shipping

“I‏am more likely to purchase from online retailers who offer free

shipping during the back-to-school shopping season.”

% who agree or somewhat agree

FL

NM

DE MD

TX

OK

KS

NE

SD

ND MT

WY

CO UT

ID

AZ

NV

WA

CA

OR

KY

ME

NY

PA

MI

VT

NH

MA

RI CT

VA WV

OH IN IL

NC TN

SC

AL MS

AR

LA

MO

IA

MN

WI

NJ

GA

DC

AK

HI

Northeast

69%

Midwest

58%

West

65%

South

71%

Shoppers in the south are more likely than others to prioritize free shipping

Two-thirds (66%) of all respondents are likely to purchase from online retailers who offer free shipping


Parent Child

“Where‏are you and your children most likely to hear about the items that you intend to

purchase this back-to-school shopping season?”

“Online”‏trumps‏traditional‏sources‏among‏parents;‏children‏still‏looking‏to‏friends

Sources of information on back-to-school items

54%

38%

37%

42%

41%

30%

59%

43%

38%

37%

31%

30%

Online (i.e., retailer websites,blogs)

Television

Newspapers

Family members

Other friends

Social media

2013

2014

51%

36%

26%

21%

18%

7%

46%

42%

24%

21%

18%

12%

Other friends

Television

Social media

Online (i.e., retailer websites,blogs)

Family members

Mobile phone

2013

2014


83%

67%

47%

31%

26%

68%

60%

55%

41%

30%

0% 20% 40% 60% 80% 100%

To find out about promotions

To read reviews/recommendations

To browse products

To visit retailers' pages on social networking sites

To post comments, reviews or feedback to retailersor other consumers

2013

2014

Nearly 1 in 5 (18%) respondents plans to use social

media sites in their back-to-school shopping

“With‏regard to your back-to-school shopping, how do you plan

to use social media sites?”

[Base: Among those planning to use social media]


“Do‏you‏own‏a‏Web-enabled‏smart‏phone?”

40%

57%

80% 84%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Yes

2011

2012

2013

2014

More than 8 in 10 (84%) respondents own a smart phone today

Smart phone ownership continues to rise

Among smart phone owners, nearly 3 in 4 (74%) respondents plan to use their device to

assist with back-to-shopping – an increase of 10 percentage points since 2011


Uses of smart phones for back-to-school shopping

2012 2013 2014

1. Get price information (62%) 1. Get price information (66%) 1. Get/download discounts, coupons,

sale information (57%)

2. Get/download discounts, coupons,

sale information (45%)

2. Get/download discounts, coupons,

sale information (60%) 2. Get a store location (55%)

3. View‏a‏retailer’s‏ad3 (44%)‏. Get store location (55%) 3. Get price information (53%)

4. Get a store location (38%) 4. Locate a store that carries a particular

product (50%) 4. Access‏a‏retailer’s‏website(46%)‏

5. Get product information (35%) 5.‏‏Access‏a‏retailer’s‏website(44%)‏ 5. Locate a store that carries a particular

product (41%)

“With‏regard to your back-to-school shopping, for what purposes

would you be using/would you likely use a smart phone?”

[Base: Among those who will use a smart phone to assist in

back-to-school shopping]


60%

59%

55%

53%

50%

48%

45%

41%

41%

40%

23%

Get price information

Shop online

Access a retailer's website

Get product information

Make a purchase

View a retailer's ad

Get a store location

Get/download discounts, coupons, sale information

Read product/retailer reviews

Locate a store that carries a particular product

Access a shopping app

66%‏

of respondents

own tablets

Among tablet owners, 6 in 10 (60%) will use them to shop for back-to-school items‏

Two-thirds of respondents own tablets

“With‏regard to your back-to-school shopping, for what purposes

would you be using/would you likely use a tablet?”

[Base: Among those who will use a tablet to assist in back-to-

school shopping]


65%

55%

51%

44%

33%

I am concerned about the protection of my personal datawhen shopping online

I am more concerned about the protection of my personaldata when shopping online than one year ago

I am concerned about the protection of my personal datawhen shopping in the physical store

I am more likely to shop at a retailer who provides meeducation surrounding the security of my personal data

I will use a different form of payment when shopping as aresult of a data breach


Respondents are concerned about the protection of

their personal data


“When‏do‏you‏plan‏to‏complete your back-to-school‏shopping?”

3%

16%

54%

26%

2 months before the school year

1 month before the school year

Less than a month before the school year

After the start of the school year

More than half of respondents (54%) expect to complete their back-to-school

shopping less than a month before the school year

Respondents will likely wait to shop


My back-to-school‏shopping‏is‏influenced‏more‏by‏the‏school’s‏

recommended‏product‏list‏than‏my‏child’s‏requests

I’ll‏do‏research‏online‏first‏before‏purchasing‏back-to-school products

in the physical store

I will take advantage of tax-free shopping weekends in my state or

another state if offered

I prefer to purchase from those retailers that offer an option to buy

online/pick-up in-store or buy online/return to store

Additional shopping behaviors and influences

68%‏

57%‏

53%‏

40%‏ (in 2013 33%)‏

2014 Back-to-College Survey

Conducted July 5-10, 2014

453 responses

Rising to the head of the class


The survey was commissioned by‏

Deloitte and conducted online by an

independent research company

between July 5 and 10, 2014. The

survey polled a sample of 453 parents

of college children and has a margin of

error for the entire sample of plus or

minus five percentage points.

All respondents had at least one child‏

attending college this fall.

About the survey


College families (including children) will spend on average $1,223 this season

Parents and children are expected to spend less

“What‏is‏the‏total‏amount‏you‏[parent] expect to spend

on back-to-college‏items‏this‏season?”

$907

$787

$-

$100

$200

$300

$400

$500

$600

$700

$800

$900

$1,000

Average Spend by Parent

2013

2014

“What‏is‏the‏total‏amount‏you‏expect‏your child

to spend on back-to-college‏items‏this‏season?”

$453 $436

$-

$100

$200

$300

$400

$500

$600

$700

$800

$900

$1,000

Average Spend by Children

2013

2014

23 Copyright © 2014 Deloitte Development LLC. All rights reserved. * Items below 55% not presented in this chart for 2014

94%

82%

64%

50%

43%

85%

82%

61%

61%

55%

0% 20% 40% 60% 80% 100%

College supplies: Textbooks, calculator,etc.

Clothes

Shoes

Shower and bathing items

Dorm accessories and supplies: Bedding,storage solutions, etc.

2013

2014

College supplies, clothes, and shoes rank 1-2-3, respectively

Top 5 items most in demand

“Which‏back-to-college items will you or your children be

purchasing this season?”

24 Copyright © 2014 Deloitte Development LLC. All rights reserved. * Only the top 10 rankings are listed for both 2013 and 2014

Respondents expect to take on average 4 shopping trips when purchasing back-to-college items

Top 10 retail environments where consumers plan to

do their back-to-college shopping

“In‏what type(s) of retail environment(s) do you plan to do your back-to-college shopping?”

77%

62%

44%

40%

38%

33%

32%

31%

29%

27%

0% 20% 40% 60% 80% 100%

Discount/value department stores

Book stores/university stores

Internet, excluding auction sites

Office supply/technology stores

Warehouse membership clubs

Off-price stores

Home furnishings and housewares stores

Home electronics stores

Drug stores

Traditional department stores


80%

82%

52%

47%

18%

14%

89%

84%

51%

45%

32%

17%

0% 20% 40% 60% 80% 100%

Smart phone

Computer – Desktop/laptop

MP3 player

Digital camera

Tablet

E-reader

2013

2014

Smart phones overtake computers as No. 1 electronic device among students

Electronic device ownership by college students

“Which‏of the following electronic devices does your college student own?”


“Do‏you or your children plan to use social media sites to assist in your

back-to-college shopping?”

42% 44%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Yes

2013

2014

2 in 5 (44%) families will use social media sites when shopping for college

Households planning to use social media to shop


76%

61%

67%

34%

24%

76%

68%

55%

46%

37%

0% 20% 40% 60% 80%

To read reviews/recommendations

To browse products

To find out about promotions

To visit retailers' pages on social networking sites

To post comments, reviews or feedback to retailers orother consumers

2013

2014

More‏respondents‏planning‏to‏engage‏with‏retailers’‏sites‏and‏write‏reviews

Different uses of social media when college shopping

“With‏regard to your back-to-college shopping, how do you or

your children plan to use social media sites?”

[Base: Among those who plan to use social media]


“How‏much‏of‏your‏back-to-college shopping

have‏you‏completed?”

68%

18%

10%

3%

0% 10% 20% 30% 40% 50% 60% 70% 80%

25% or less

26-50%

51-75%

76-100%

Nearly 7 in 10 (68%) respondents have only

completed a quarter or less of their college shopping


Female respondents prefer more flexible shopping options; male respondents will

purchase more online to find best prices

Differences in college buying behaviors


42%

48% 55%

42%

62% 56%

85% of college students will likely buy more used textbooks or textbook rentals to help

stretch their back-to-college spending budget

I will use my smart phone device while in the store to comparison shop

and find the best prices this back-to-college season

I will purchase more items online to find the best

prices this back-to-college shopping season

I prefer to purchase from those retailers that offer an option to buy online/pick-

up in-store or buy online/return to store this back-to-college season

The statements in this report reflect our analysis of survey respondents and are not intended to reflect facts or opinions of any other entities. All survey data and statistics referenced and

presented, as well as the representations made and opinions expressed, unless specifically described otherwise, pertain only to participants and their responses to the Deloitte survey.

This publication contains general information only and is based on the experiences and research of Deloitte practitioners. Deloitte is not, by means of this publication, rendering business,

financial, investment, 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, its affiliates,

and related entities shall not be responsible for any loss sustained by any person who relies on this publication.

Copyright © 2014 Deloitte Development LLC. All rights reserved.

Member of Deloitte Touche Tohmatsu Limited

Documents

2014 Back-to-School Survey Rising to the head of the class › content › dam › Deloitte › us › ... · 2020-05-13 · 2014 Average spending on back-to-school shopping has dropped