Top Trends for 2016 Back-to-School and College Shopping

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  • 2016 BACK-TO-SCHOOL & BACK-TO-COLLEGE NRF and Prosper Insights & Analytics
  • HISTORICAL BACK-TO-SCHOOL AND COLLEGE SPENDING (Total Spending in Billions) Back-to-School Combined Total Spending: 2006-2016 Back-to-College Combined Total Spending: 2009-2016 Data Slice and Dice: This year, those shopping for middle schoolers plan to spend the most in nearly every category. In 2015, those shopping for high schoolers planned to spend the most. $$11 77.. 66 $$ 1188 ..44 $$ 2200 ..11 $$ 1177 ..44 $$22 11.. 44 $$ 2222 ..88 $$33 00.. 33 $$ 2266 ..77 $$ 2266 ..55 $$ 2244 ..99 $ 27 .3 $15.0 $20.0 $25.0 $30.0 $35.0 $40.0 $45.0 $50.0 $55.0 $60.0 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 $$44 11.. 22 $$44 55.. 88 $$44 66.. 00 $$55 33.. 55 $$44 55.. 88 $$44 88.. 44 $$44 33.. 11 $4 8. 5 2009 2010 2011 2012 2013 2014 2015 2016 $15.0 $20.0 $25.0 $30.0 $35.0 $40.0 $45.0 $50.0 $55.0 $60.0 Total back-to-school spending has grown 55% over the past 10 years, while back-to-college spending has grown 18% since 2009. Total combined spending in 2016 is expected to reach $75.8 billion. Source: 2016 NRF Back to School/College Spending Survey conducted by Prosper Insights & Analytics nrf.com/backtoschool
  • 10 YEARS OF BACK-TO-SCHOOL HOUSEHOLD SPENDING 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 $ 63 0. 36 $673.57 $415.00 $515.00 $615.00 $715.00 $15.00 $115.00 $215.00 $315.00 Back-to-School Spending Per Household: 2006-2016 $ 52 7. 08 $ 56 3. 49 $ 59 4. 24 $ 54 8. 72 $ 60 6. 40 $ 60 3. 63 $ 68 8. 62 $ 63 4. 78 $ 66 9. 28 Overall back-to-school spending is up from last year, with shoppers spending an average of $674 compared with $630 last year. Source: 2016 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics nrf.com/backtoschool
  • WHERE WILL FAMILIES SHOP FOR BACK-TO-SCHOOL? Discount stores will continue to see the most back-to-school shoppers (61%), though that’s the lowest level in the survey’s history. Online shopping has seen a dramatic jump – a nearly 30% increase year-over-year. Source: 2016 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics 2015 2016 62.2% 56.4% 53.5% 35.6% 35.9% 22.4% 14.5% 13.4% 13.2% 6.6% 60.5% 59.6% 51.0% 46.0% 38.5% 21.6% 16.6% 16.4% 11.7% 6.2% Discount store Department store Clothing store Online Office supply store Electronics store Drug store Local/small business Thrift store/resale shop Catalog Where Consumers Plan to Shop nrf.com/backtoschool https://nrf.com/resources/consumer-data/back-school-headquarters
  • WHERE WILL FAMILIES SHOP FOR BACK-TO-COLLEGE? Source: 2016 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics 2015 2016 Where Consumers Plan to Shop Discount store Department store Online College bookstore Office supply store Electronics store Drug storeClothing store Local/small business Home furnishings/ home décor store Thrift store/ resale shop Catalog 48.3% 44.9% 39.3% 39.1% 31.3% 30.0% 19.6% 16.5% 10.2% 10.6% 10.9% 11.2% 43.7% 42.5% 37.5% 34.4% 31.4% 28.3% 16.4% 14.3% 12.2% 11.3% 9.6% 8.5% Similar to K-12, discount stores will continue to see the most back-to-college shoppers (44%), though that’s the lowest level in the survey’s history. nrf.com/backtoschool https://nrf.com/resources/consumer-data/back-school-headquarters
  • Source: 2016 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics MOST SHOPPERS WILL SPEND THEIR BUDGET ON APPAREL AND ELECTRONICS Back-to-school shoppers plan to spend an average of $674, of which 65% will be spent on apparel and electronics. $50.00 $100.00 $150.00 $200.00 $250.00 2016 Back-to-school spending by category: 2006-2016 Clothing and accessories Shoes School supplies Electronics 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 $235.39 $204.06 $126.55 $107.76 $217.82 $197.24 $117.56 $97.74 $86.22 $94.02 $108.42 $129.24 $231.80 $98.34 $114.38 $228.14 $98.37 $109.75 $151.61 $234.51 $82.62 $93.59 $167.84 $204.67 $96.39 $102.93 $181.61 $225.47 $88.99 $104.53 $189.51 $220.60 $95.44 $129.20 $217.88 $246.10 $90.49 $114.39 $199.05 $23.850 $101.18 $124.46 $212.35 $231.30 nrf.com/backtoschool https://nrf.com/resources/consumer-data/back-school-headquarters
  • 19.6% 42.8% 30.3% 4.3% 3.0% 23.6% 37.4% 23.7% 8.4% 6.8% 22.2% 50.9% 22.1% 2.1% 2.7% 26.1% 33.8% 25.1% 6.4% 8.5% 2015 2016 When BTS Shoppers Plan to Shop 2015 2016 When BTC Shoppers Plan to Shop At least 2 months before school starts 3 weeks to 1 month before school starts 1-2 weeks before school starts The week school starts After school starts At least 2 months before school starts 3 weeks to 1 month before school starts 1-2 weeks before school starts The week school starts After school starts MORE COLLEGE AND K-12 SHOPPERS ARE STARTING EARLY 73% of back-to-school consumers plan to shop approximately a month or two before school starts. Additionally, over a quarter of back-to-college shoppers will start shopping at least two months before school starts. Source: 2016 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics nrf.com/backtoschool https://nrf.com/resources/consumer-data/back-school-headquarters
  • STUDENTS TO CHIP IN FOR BACK-TO-SCHOOL For the majority of back-to-school shoppers, half or more of their spending is a direct result of their children’s influence. Parents are getting savvier, though, and asking their kids to break open their piggy banks and contribute toward the expenses! The average amount a pre-teen plans to spend of their own money on back-to-school. The average amount a teenager plans to spend of their own money on back-to-school. In 2015, pre-teens planned to spend an average of $18, while teenagers planned to spend an average of $33 (on par with this year). Source: 2016 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics nrf.com/backtoschool https://nrf.com/resources/consumer-data/back-school-headquarters
  • SHOPPERS PLAN TO TAKE ADVANTAGE OF FREE SHIPPING More than 80 percent of back-to-school and college shoppers will take advantage of free shipping, and more than half will buy online and pick up in store. Reserve online Same-day delivery Do you plan to take advantage of any of the following shipping services when shopping online for back-to-school/back-to-college this year? Back to School Back to College Free shipping Expedited shipping OtherBuy online, pick up in store / Ship to store 89.4% 54.2% 16.0% 11.1% 10.2% 1.7% 84.0% 53.7% 12.8% 5.8% 8.0% 2.3% Men are twice as likely to use expedited shipping as women (22% vs. 11%). – BTS Millennial parents 18-24 years old are also more likely to take advantage of this compared to the general audience (28% vs. 16%). – BTS • • Data Slice and Dice: Source: 2016 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics nrf.com/backtoschool https://nrf.com/resources/consumer-data/back-school-headquarters
  • $626.1 $75.8 $21.4 $19.7 $17.3 $0.0 $100.0 $200.0 $300.0 $400.0 $500.0 $600.0 $700.0 Winter Holidays Mother's Day Valentine's Day EasterBack-to-School /College Total Spending (in billions) Only showing top 5 holidays with highest spending TOP FIVE SPENDING HOLIDAYS Unlike Christmas or other gift-giving holidays, back-to-school and college spending are “needs-driven” and not discretionary. However, back-to-school and college is the second biggest consumer spending season for retailers online and in-store. Source: 2016 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics nrf.com/backtoschool https://nrf.com/resources/consumer-data/back-school-headquarters
  • NRF/Prosper Insights & Analytics’ Back-to-School Spending Survey polls more than 6,000 consumers each year and has a margin of error between +/- 1 to 1.3 percentage points. nrf.com/backtoschool https://nrf.com/resources/consumer-data/back-school-headquarters
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