It’s that time of year again when families prepare for another milestone in the lives of their children – the next grade level. While humming along to the guilty pleasure of a nostalgic John Hughes movie soundtrack, droves of families are on the steadfast quest for “the next best thing.” Although each new year delivers a twinge of anxiety for fear of the unknown, parents instill confidence and encourage their kids to embrace the exciting opportunities and knowledge that lie ahead. Our consumer market research study found that 93% of families are planning to shop for 18 and under back-to-schoolers. So, what’s the syllabus for back to school shopping insights?
1. School Supplies: Big Box Retailers Rule
If used for nothing else but to repeatedly scribble the name of a crush, school supplies are a necessity. 95% of families have them on their list, budgeting $51-$150 for 1-2 kids, and are primarily heading to Big Box retailers (87%) to purchase them. To my surprise, very few of our respondents are hitting grocery stores (13%); the next most popular shopping destination is office supply stores (56%), with online shopping ranking third (14%), barely above grocery stores.
2. Apparel: Bundlers and Brand Junkies
What are students adorning themselves with this season? The 24% of shoppers who are brand conscious are hunting for American Eagle, Aeropostale and Old Navy. The other 76% of shoppers are buying their fashionable frocks at the same store they grabbed pens and paper, bundling both at Big Box retailers. Families are planning on spending $151-$200 to outfit one to two school-bound shoppers.
3. Accessories: Lunch Boxes, Backpacks and Big Box – Oh My!
It’s all about the box! 44% of families are in the market for a new lunchbox this season. Backpacks are the accessory of choice with 82% of respondents stating it was on their list. 85% of shoppers are headed to Big Box, followed by office supply stores (35%) with online retailers not too far behind at 28%.
4. Technology: Apple and HP Top the Charts
Not just for nerds anymore! Tech is the tops! Apple and HP are duking it out on the playground for lead brand status, tied at 31% a piece. Kids are on the go and don’t want to be tied down. So, as expected, laptops beat out desktops by 44%. Best Buy is the hot destination for tech purchases with 63% of tech shoppers stating it as their top stop and Walmart taking second at 38%. Although it is the last on the list for back-to-school purchases (only 47% of respondents), those who stated that they would be buying tech for the start of the school year slotted a budget of $300-$700.
5. Don’t forget the topper…
Not sure that there is a kid alive that hasn’t, at one time or another, endured mom’s 5 sec. tongue-to-hand-to-hair styling regime. Ah, the humiliation. Well fear not, 80% of families are heading to the salon for a fresh ‘do for the school year. Thank goodness!
We’ve summarized the results of this shopper insights study into the infographic below, but the full study is available here.
As the next generation makes their way through the trials and tribulations of their school years, some things never change – one being that back-to-school shopping is still a big deal! Families set aside dollars while retailers stock their shelves with the “must haves” for student life. Opportunities to gain market share (grocery and ecommerce, in particular) and riding the trend wave keep retailers on their toes!
