Consumer Research Report On Back-To-School Shopping - US - January 2014: Market Research Report
While the still-recovering economy means consumers remain cautious and price sensitive, parents still have to budget to accommodate purchases in the BTS space. Many school supplies are necessary for a successful school year and others can be considered an investment for the future. However, recent innovations in mobile technology have provided shoppers with unprecedented price transparency, fueling frugality.
To combat declines in anticipated spending, retailers have begun launching their BTS promotions earlier, integrating mobile devices into their marketing mix, and using rewards programs to confer promotions.
Browse Complete report with TOC: http://www.marketresearchreports.biz/analysis-details/back-to-school-shopping-us-january-2014
Table of Content
Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Anticipated spending on BTS shopping
Decreasing anticipated spending in 2013 likely led to shopping at earlier start
Figure 1: Anticipated spending by consumers on BTS items, at current prices, 2008-13
Clothing and accessories top the list for anticipated BTS expenditures
Figure 2: Share of total anticipated spending by consumers on BTS items, by segment, at current prices, 2012 and 2013
Market drivers
Low anticipated BTS spending likely to follow decreased consumer confidence
Figure 3: University of Michigan’s index of consumer sentiment, Jan 2008-Nov 2013
Diversity of young shoppers requires a unique marketing approach
Dads also partake in BTS shopping
Retail channels
Mass merchandisers the most prominent BTS shopping channel
Figure 4: Retailers and channels shopped for BTS items, November 2013
The BTS consumers
Children key factor to BTS shopping, especially for moms
Figure 5: BTS shopping companions, by gender, November 2013
Women avid print couponers; Millennials eager to use digital coupons
Figure 6: Attitudes toward money-saving strategies in BTS shopping (any agree and strongly agree), by gender, November 2013
Figure 7: The use of printed versus digital BTS shopping promotional coupons for an in-store purchase, by generation and parental status, November 2013
Millennial dads take advantage of credit cards and layaways to spread BTS expenses
Figure 8: Strategies for dealing with expenses of BTS shopping, by generation and parental status, November 2013
In-store promotions dominate BTS shopping for female shoppers; Millennial parents receptive to online ads
Figure 9: Attitudes toward BTS online and in-store promotions (any agree), by gender and age, November 2013
Millennial parents likely to visit more stores for BTS shopping
Figure 10: Influential factors in BTS shopping, by gender and age, November 2013
Millennial dads stress the importance for children having the “right” school supplies/electronics, and desire for fashionable kids
Figure 11: Attitudes toward school supplies/electronics, fashions, and TV/online advertisements on BTS shopping, by generation and parental status, November 2013
Most shoppers research for deals, and likely to start and complete BTS shopping early
Figure 12: Research, initiation, and completion for BTS shopping by product category, November 2013
In-store shopping contributes significantly to BTS spending; only few “showroom”
Figure 13: Path to purchase for BTS, (online versus in-store), by gender and age, November 2013
Women seek loyalty/rewards; men value in-store assistance
Figure 14: Attitudes toward improvements in BTS shopping experiences (strongly agree), by gender, November 2013
Social media useful to men when researching BTS shopping
Figure 15: Attitudes toward social media engagement in BTS shopping (any agree), by gender, November 2013
Hispanic shoppers’ attitudes toward BTS
What we think
Issues and Insights
How can retailers combat lingering price sensitivity?
The issues
The implications
How do divergent generational shopping behaviors affect BTS marketing?
The issues
The implications
Turning “showrooming” into BTS big-ticket purchases
The issues
The implications
To Download Sample Report Visit@
http://www.marketresearchreports.biz/sample/sample/185704
Trend Applications
Inspire Trend: Return to the Experts
Inspire Trend: Experience Is All
Mintel Futures: Access Anything, Anywhere
Anticipated Spending on BTS Shopping
Key points
Lingering economic concerns result in meager total BTS anticipated spending in 2013
Figure 16: Anticipated spending on back-to-school items, at current prices, 2008-13
Segment spend
Overview: Clothing and school supplies pick up market share
Figure 17: Share of total anticipated spending on back-to-school items, by segment, 2008-13
Clothing/accessories
Figure 18: Anticipated back-to-school spending on clothing and accessories, at current prices, 2008-13
Computers and electronics
Figure 19: Anticipated back-to-school spending on computers and electronics, at current prices, 2008-13
School supplies
Figure 20: Anticipated back-to-school spending on school supplies, at current prices, 2008-13
Footwear
Figure 21: Anticipated back-to-school spending on shoes, at current prices, 2008-13
Market Drivers
Key points
Declines in anticipated BTS spending likely to follow decreased consumer confidence
Figure 22: University of Michigan’s index of consumer sentiment and unemployment, Jan 2008-Nov 2013
No significant change in numbers of 6-17-year-olds through 2019
Figure 23: US population, by age, 2009-19
Enrollment rate among school-aged children on the rise
Diversity of young shoppers requires a unique marketing approach
Figure 24: Presence and ages of children in US households, by Hispanic origin, 2014
Figure 25: Hispanic population, by age, 2009-19
Children aware of fashion early in life
Figure 26: Kids’ attitudes toward fashion, by school grades, May 2012-June 2013
Figure 27: Teens’ attitudes toward fashion, by school grades, May 2012-June 2013
Dads also partake in BTS shopping
Retail Channels
Key points
Shoppers use various retail channels for BTS needs
Figure 28: Anticipated retail channels for purchasing back-to-school items, 2008-13
Mass merchandisers are preeminent BTS shopping channel
Figure 29: Retailers and channels shopped for back-to-school items, November 2013
Innovations and Innovators
Office Depot’s continued commitment to enriching its mobile platform
Figure 30: Office Depot, One Direction augmented-reality technology, July 2013
Kohl’s BTS sweepstakes mobile campaign, a partnership with Staples, with text as a communication channel
Figure 31: Kohl’s, “Win Great Things” sweepstakes, Aug. 4-Sept. 2, 2013
American Eagle Outfitter creates brand advocates
Figure 32: American Eagle Outfitter, “Live Your Life” back-to-school online campaign, July 2013
Teen Vogue’s all-access pass for back-to-school
HP print-at-home photo projects
Figure 33: Hewlett Packard, TwoSmiles, 2013
Marketing Strategies
The essence of fashion
Strategy: Combining parental music with children’s sense of fashion style
Figure 34: Target, “Flex Arm Hang – Back to School” TV ad, July 2013
Strategy: Leveraging the cool factor in school supplies
Figure 35: Office Depot, “Where’d you get that,” “Save on Back To School Supplies at Office Depot” TV ad, July 2013
Offering solutions to child development and social causes
Strategy: Leveraging social marketing on anti-bullying behavior
Figure 36: Office Depot “Live. Love. Move” online promotion, July 2013
Strategy: Emphasizing health and good hygienic habits
Figure 37: Lysol®, “Lysol® Healthy Habits Program in School” TV ad, July 2013
Strategy: Promoting healthier students
Children’s and parents’ influences and roles in BTS shopping
Strategy: Guiding parents how to shop for BTS
Strategy: Appealing to young demographics with sponsorships and endorsements
Figure 38: Kohl’s Candie’s loyalty email promotion, “new, fun and flirty,” July 2013
Strategy: Evoking nostalgia with game and music
Figure 39: Kmart, “Kmart Back To School Layaway – Yo Mama” TV ad, July 2013
Figure 40: Kmart, “Kmart Presents: ‘My Limo’ by Da Rich Kidzz” TV ad, July 2013
Stimulating money-saving tactics
Strategy: Boosting early shopping and stressing rewards on loyalty
Figure 41: Staples, “Everything they need. #StaplesHasIt” TV ad, July 2013
Strategy: Highlighting bountiful deals for technological school supplies
Figure 42: Toshiba, “Back-to-School Deals Starts Now! Big Savings, Free Gifts & More!” email promotion, July 2013
Strategy: Credit card companies form key partnerships for the BTS shopping season
Figure 43: Amazon and ThankYou Citi Rewards, “get the gear that makes the grade” loyalty mailing promotion, August 2013
Figure 44: Discover credit card “shop smart with back-to-school savings” loyalty email promotion, September 2013
Strategy: Email promotions for loyalty card holders
Figure 45: Kohl’s, “Extra 25% Off + Last Day to Shop Extra Extra Specials!” loyalty email promotion, July 2013
Social Media – Back-to-School Shopping
Key points
Key social media metrics
Figure 46: Key performance indicators, Dec. 16, 2012-Dec. 15, 2013
Market overview
Brand usage and awareness
Figure 47: Brand usage and awareness of back-to-school retailers, November 2013
Interaction with brands
Figure 48: Interaction with back-to-school retailers, November 2013
Online conversations
Figure 49: Online mentions, selected back-to-school retailers, Dec. 16, 2012-Dec. 15, 2013
Where are people talking about back-to-school retailers?
Figure 50: Mentions, by page type, selected back-to-school retailers, Dec. 16, 2012-Dec. 15, 2013
What are people talking about online?
Figure 51: Mentions by topic of conversation, selected back-to-school retailers, Dec. 16, 2012-Dec. 15, 2013
Brand analysis
Walmart
Figure 52: Walmart key social media indicators, December 2013
Target
Figure 53: Target key social media indicators, December 2013
Amazon.com
Figure 54: Amazon.com key social media indicators, December 2013
Macy’s
Figure 55: Macy’s key social media indicators, December 2013
JCPenney
Figure 56: JCPenney key social media indicators, December 2013
Kmart
Figure 57: Kmart key social media indicators, December 2013
Influential Factors in BTS Shopping
Key points
Children are key factors in BTS purchases
Figure 58: Influential factors in back-to-school shopping, by gender, November 2013
Younger parents aged 18-34 particularly likely to visit more stores
Figure 59: Influential factors in back-to-school shopping, by gender and age, November 2013
School supplies, electronics, and fashion
Millennial dads most likely believe the “right” school supplies and electronics as essential
Figure 60: Attitudes toward school supplies/electronics and the influence of TV/online advertisements, by generation and parental status, November 2013
Affluence correlates with online advertisement and BTS supplies purchases
Figure 61: Attitudes toward school supplies/electronics and the influence of TV/online advertisements, by household income, November 2013
Being fashionable most likely valued by Millennial parents
Figure 62: Influence of fashion in back-to-school shopping, by generation and parental status, November 2013
Lower-income parents more concerned about unfashionable kids being teased
Figure 63: Influence of fashion in back-to-school shopping, by household income, November 2013
BTS Shopping Money-Saving Strategies
Key points
Saving Strategies in BTS Shopping
Coupon use is most popular money-saving technique for BTS; half likely to shop late or wait until after BTS season ends
Figure 64: Attitudes toward money-saving strategies for back-to-school shopping, November 2013
Moms/female guardians main proponents of BTS coupons
Figure 65: Attitudes toward money-saving strategies for BTS shopping (any agree and strongly agree), by gender, November 2013
Older parents less likely to postpone BTS purchases
Figure 66: Attitudes toward money-saving strategies for BTS shopping (any agree), by age, November 2013
Low-income parents keen to use coupons and to spread BTS purchases throughout a school season
Figure 67: Attitudes toward money-saving strategies for BTS shopping (any agree and strongly agree), by household income, November 2013
Strategies for dealing with expenses of BTS shopping
Printed coupons usage most popular saving method; online coupons on the rise
Figure 68: Strategies for dealing with the expenses of BTS shopping, November 2013
Credit cards and layaway BTS shopping particularly used by Millennial dads
Figure 69: Strategies for dealing with the expenses of BTS shopping, by gender and age, November 2013
Figure 70: Strategies for dealing with the expenses of BTS shopping, by generation and parental status, November 2013
BTS Online and In-Store Promotions
Key points
Attitudes toward BTS online and in-store promotions
In-store promotions dominate BTS shopping, but necessitated by online advertisements
Figure 71: Attitudes toward back-to-school online and in-store promotions, November 2013
Women more receptive than men to in-store advertising and promotions
Figure 72: Attitudes toward back-to-school online and in-store promotions (any agree), by gender, November 2013
Younger parents most likely to notice online ads and promotions
Figure 73: Attitudes toward back-to-school online and in-store promotions (any agree), by age, November 2013
Usage of BTS promotional coupons
Female shoppers most receptive to print coupons; men eager to use digital coupons
Figure 74: Usage of promotional coupons for an in-store purchase back-to-school shopping, by gender, November 2013
Tech-savvy Millennials are enthusiastic digital coupon users
Figure 75: Usage of promotional coupons for an in-store purchase back-to-school shopping, by generation and parental status, November 2013
Affluent shoppers biggest coupon users
Figure 76: Usage of promotional coupons for an in-store purchase back-to-school shopping, by household income, November 2013
Attitudes Toward Improvements in BTS Shopping Experience
Key points
Rewards and free shipping key in enhancing BTS shopping experiences
Figure 77: Attitudes toward improvements in BTS shopping experiences, November 2013
Women look for rewards; men seek in-store assistance in selecting BTS purchases
Figure 78: Improvements sought in the BTS shopping experience (strongly agree), by gender, November 2013
Low-income shoppers particularly receptive to BTS perks; free shipping essential for $50K-74.9K earners
Figure 79: Improvements sought in the BTS shopping experience (strongly agree), by household income, November 2013
Attitudes Toward Social Media Engagement in BTS Shopping
Key points
Using social media to promote BTS items
Figure 80: Attitudes toward social media engagement in back-to-school shopping, November 2013
Social media an essential marketing strategy when targeting Millennials
Figure 81: Attitudes toward social media engagement in BTS shopping (any agree), by generation, November 2013
Men avid users of social media when conducting BTS shopping research
Figure 82: Attitudes toward social media engagement in BTS shopping (any agree), by gender, November 2013
BTS Shopping Companions
Key points
Children most likely to accompany parents to shop for BTS items
Figure 83: BTS shopping companions, by gender and age, November 2013
Children of all grades accompany parents on BTS shopping
Figure 84: BTS shopping companions, by grade level, November 2013
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BTS Shopping Activities, Purchases, and Retailers
Key points
Research, initiation, and completion for BTS shopping
Most BTS shopping activity started and completed before school begins
Figure 85: Research, initiation, and completion for back-to-school shopping, by product category, November 2013
Affluent shoppers research, complete shopping for electronics prior to start of school
Figure 86: Research and initiation for BTS shopping, by product category, by household income, November 2013
Figure 87: When BTS shopping is completed, by product category, by household income, November 2013
Retailers and channels shopped for BTS items
Mass merchandisers the biggest BTS retail channel
Younger shoppers prioritize value in a BTS retailer/channel
Figure 88: Retailers and channels shopped for BTS items, by gender and age, November 2013
Value is in shoppers’ mindset, regardless of income
Figure 89: Retailers and channels shopped for BTS items, by household income, November 2013
BTS purchase process: online vs. in-store
Online/in-store browsing mostly leads to purchase at brick-and-mortar stores
Figure 90: Path to purchase for BTS online versus in-store shopping, by retail channel, November 2013
Most men browse and purchase BTS items in-store, though a few showroom
Tech-savvy young shoppers likely to make major purchases in-store
Figure 91: Path to purchase for BTS shopping (online versus in-store), by gender and age, November 2013
Hispanics vs. Non-Hispanics
Key points
Hispanics most likely social shoppers
Figure 92: BTS shopping companions, by Hispanic origin, November 2013
Social media and online promotions for Hispanic consumers
Figure 93: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, by Hispanic origin, November 2013
Hispanics likelier than average to pick BTS shopping destination from friends, family
Figure 94: Influential factors in BTS shopping, by Hispanic origin, November 2013
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While the still-recovering economy means consumers remain cautious and price sensitive, parents still have to budget to accommodate purchases in the BTS space. Many school supplies are necessary for a successful school year and others can be considered an investment for the future. However, recent innovations in mobile technology have provided shoppers with unprecedented price transparency, fueling frugality.
To combat declines in anticipated spending, retailers have begun launching their BTS promotions earlier, integrating mobile devices into their marketing mix, and using rewards programs to confer promotions.
Browse Complete report with TOC: http://www.marketresearchreports.biz/analysis-details/back-to-school-shopping-us-january-2014
Table of Content
Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Anticipated spending on BTS shopping
Decreasing anticipated spending in 2013 likely led to shopping at earlier start
Figure 1: Anticipated spending by consumers on BTS items, at current prices, 2008-13
Clothing and accessories top the list for anticipated BTS expenditures
Figure 2: Share of total anticipated spending by consumers on BTS items, by segment, at current prices, 2012 and 2013
Market drivers
Low anticipated BTS spending likely to follow decreased consumer confidence
Figure 3: University of Michigan’s index of consumer sentiment, Jan 2008-Nov 2013
Diversity of young shoppers requires a unique marketing approach
Dads also partake in BTS shopping
Retail channels
Mass merchandisers the most prominent BTS shopping channel
Figure 4: Retailers and channels shopped for BTS items, November 2013
The BTS consumers
Children key factor to BTS shopping, especially for moms
Figure 5: BTS shopping companions, by gender, November 2013
Women avid print couponers; Millennials eager to use digital coupons
Figure 6: Attitudes toward money-saving strategies in BTS shopping (any agree and strongly agree), by gender, November 2013
Figure 7: The use of printed versus digital BTS shopping promotional coupons for an in-store purchase, by generation and parental status, November 2013
Millennial dads take advantage of credit cards and layaways to spread BTS expenses
Figure 8: Strategies for dealing with expenses of BTS shopping, by generation and parental status, November 2013
In-store promotions dominate BTS shopping for female shoppers; Millennial parents receptive to online ads
Figure 9: Attitudes toward BTS online and in-store promotions (any agree), by gender and age, November 2013
Millennial parents likely to visit more stores for BTS shopping
Figure 10: Influential factors in BTS shopping, by gender and age, November 2013
Millennial dads stress the importance for children having the “right” school supplies/electronics, and desire for fashionable kids
Figure 11: Attitudes toward school supplies/electronics, fashions, and TV/online advertisements on BTS shopping, by generation and parental status, November 2013
Most shoppers research for deals, and likely to start and complete BTS shopping early
Figure 12: Research, initiation, and completion for BTS shopping by product category, November 2013
In-store shopping contributes significantly to BTS spending; only few “showroom”
Figure 13: Path to purchase for BTS, (online versus in-store), by gender and age, November 2013
Women seek loyalty/rewards; men value in-store assistance
Figure 14: Attitudes toward improvements in BTS shopping experiences (strongly agree), by gender, November 2013
Social media useful to men when researching BTS shopping
Figure 15: Attitudes toward social media engagement in BTS shopping (any agree), by gender, November 2013
Hispanic shoppers’ attitudes toward BTS
What we think
Issues and Insights
How can retailers combat lingering price sensitivity?
The issues
The implications
How do divergent generational shopping behaviors affect BTS marketing?
The issues
The implications
Turning “showrooming” into BTS big-ticket purchases
The issues
The implications
To Download Sample Report Visit@
http://www.marketresearchreports.biz/sample/sample/185704
Trend Applications
Inspire Trend: Return to the Experts
Inspire Trend: Experience Is All
Mintel Futures: Access Anything, Anywhere
Anticipated Spending on BTS Shopping
Key points
Lingering economic concerns result in meager total BTS anticipated spending in 2013
Figure 16: Anticipated spending on back-to-school items, at current prices, 2008-13
Segment spend
Overview: Clothing and school supplies pick up market share
Figure 17: Share of total anticipated spending on back-to-school items, by segment, 2008-13
Clothing/accessories
Figure 18: Anticipated back-to-school spending on clothing and accessories, at current prices, 2008-13
Computers and electronics
Figure 19: Anticipated back-to-school spending on computers and electronics, at current prices, 2008-13
School supplies
Figure 20: Anticipated back-to-school spending on school supplies, at current prices, 2008-13
Footwear
Figure 21: Anticipated back-to-school spending on shoes, at current prices, 2008-13
Market Drivers
Key points
Declines in anticipated BTS spending likely to follow decreased consumer confidence
Figure 22: University of Michigan’s index of consumer sentiment and unemployment, Jan 2008-Nov 2013
No significant change in numbers of 6-17-year-olds through 2019
Figure 23: US population, by age, 2009-19
Enrollment rate among school-aged children on the rise
Diversity of young shoppers requires a unique marketing approach
Figure 24: Presence and ages of children in US households, by Hispanic origin, 2014
Figure 25: Hispanic population, by age, 2009-19
Children aware of fashion early in life
Figure 26: Kids’ attitudes toward fashion, by school grades, May 2012-June 2013
Figure 27: Teens’ attitudes toward fashion, by school grades, May 2012-June 2013
Dads also partake in BTS shopping
Retail Channels
Key points
Shoppers use various retail channels for BTS needs
Figure 28: Anticipated retail channels for purchasing back-to-school items, 2008-13
Mass merchandisers are preeminent BTS shopping channel
Figure 29: Retailers and channels shopped for back-to-school items, November 2013
Innovations and Innovators
Office Depot’s continued commitment to enriching its mobile platform
Figure 30: Office Depot, One Direction augmented-reality technology, July 2013
Kohl’s BTS sweepstakes mobile campaign, a partnership with Staples, with text as a communication channel
Figure 31: Kohl’s, “Win Great Things” sweepstakes, Aug. 4-Sept. 2, 2013
American Eagle Outfitter creates brand advocates
Figure 32: American Eagle Outfitter, “Live Your Life” back-to-school online campaign, July 2013
Teen Vogue’s all-access pass for back-to-school
HP print-at-home photo projects
Figure 33: Hewlett Packard, TwoSmiles, 2013
Marketing Strategies
The essence of fashion
Strategy: Combining parental music with children’s sense of fashion style
Figure 34: Target, “Flex Arm Hang – Back to School” TV ad, July 2013
Strategy: Leveraging the cool factor in school supplies
Figure 35: Office Depot, “Where’d you get that,” “Save on Back To School Supplies at Office Depot” TV ad, July 2013
Offering solutions to child development and social causes
Strategy: Leveraging social marketing on anti-bullying behavior
Figure 36: Office Depot “Live. Love. Move” online promotion, July 2013
Strategy: Emphasizing health and good hygienic habits
Figure 37: Lysol®, “Lysol® Healthy Habits Program in School” TV ad, July 2013
Strategy: Promoting healthier students
Children’s and parents’ influences and roles in BTS shopping
Strategy: Guiding parents how to shop for BTS
Strategy: Appealing to young demographics with sponsorships and endorsements
Figure 38: Kohl’s Candie’s loyalty email promotion, “new, fun and flirty,” July 2013
Strategy: Evoking nostalgia with game and music
Figure 39: Kmart, “Kmart Back To School Layaway – Yo Mama” TV ad, July 2013
Figure 40: Kmart, “Kmart Presents: ‘My Limo’ by Da Rich Kidzz” TV ad, July 2013
Stimulating money-saving tactics
Strategy: Boosting early shopping and stressing rewards on loyalty
Figure 41: Staples, “Everything they need. #StaplesHasIt” TV ad, July 2013
Strategy: Highlighting bountiful deals for technological school supplies
Figure 42: Toshiba, “Back-to-School Deals Starts Now! Big Savings, Free Gifts & More!” email promotion, July 2013
Strategy: Credit card companies form key partnerships for the BTS shopping season
Figure 43: Amazon and ThankYou Citi Rewards, “get the gear that makes the grade” loyalty mailing promotion, August 2013
Figure 44: Discover credit card “shop smart with back-to-school savings” loyalty email promotion, September 2013
Strategy: Email promotions for loyalty card holders
Figure 45: Kohl’s, “Extra 25% Off + Last Day to Shop Extra Extra Specials!” loyalty email promotion, July 2013
Social Media – Back-to-School Shopping
Key points
Key social media metrics
Figure 46: Key performance indicators, Dec. 16, 2012-Dec. 15, 2013
Market overview
Brand usage and awareness
Figure 47: Brand usage and awareness of back-to-school retailers, November 2013
Interaction with brands
Figure 48: Interaction with back-to-school retailers, November 2013
Online conversations
Figure 49: Online mentions, selected back-to-school retailers, Dec. 16, 2012-Dec. 15, 2013
Where are people talking about back-to-school retailers?
Figure 50: Mentions, by page type, selected back-to-school retailers, Dec. 16, 2012-Dec. 15, 2013
What are people talking about online?
Figure 51: Mentions by topic of conversation, selected back-to-school retailers, Dec. 16, 2012-Dec. 15, 2013
Brand analysis
Walmart
Figure 52: Walmart key social media indicators, December 2013
Target
Figure 53: Target key social media indicators, December 2013
Amazon.com
Figure 54: Amazon.com key social media indicators, December 2013
Macy’s
Figure 55: Macy’s key social media indicators, December 2013
JCPenney
Figure 56: JCPenney key social media indicators, December 2013
Kmart
Figure 57: Kmart key social media indicators, December 2013
Influential Factors in BTS Shopping
Key points
Children are key factors in BTS purchases
Figure 58: Influential factors in back-to-school shopping, by gender, November 2013
Younger parents aged 18-34 particularly likely to visit more stores
Figure 59: Influential factors in back-to-school shopping, by gender and age, November 2013
School supplies, electronics, and fashion
Millennial dads most likely believe the “right” school supplies and electronics as essential
Figure 60: Attitudes toward school supplies/electronics and the influence of TV/online advertisements, by generation and parental status, November 2013
Affluence correlates with online advertisement and BTS supplies purchases
Figure 61: Attitudes toward school supplies/electronics and the influence of TV/online advertisements, by household income, November 2013
Being fashionable most likely valued by Millennial parents
Figure 62: Influence of fashion in back-to-school shopping, by generation and parental status, November 2013
Lower-income parents more concerned about unfashionable kids being teased
Figure 63: Influence of fashion in back-to-school shopping, by household income, November 2013
BTS Shopping Money-Saving Strategies
Key points
Saving Strategies in BTS Shopping
Coupon use is most popular money-saving technique for BTS; half likely to shop late or wait until after BTS season ends
Figure 64: Attitudes toward money-saving strategies for back-to-school shopping, November 2013
Moms/female guardians main proponents of BTS coupons
Figure 65: Attitudes toward money-saving strategies for BTS shopping (any agree and strongly agree), by gender, November 2013
Older parents less likely to postpone BTS purchases
Figure 66: Attitudes toward money-saving strategies for BTS shopping (any agree), by age, November 2013
Low-income parents keen to use coupons and to spread BTS purchases throughout a school season
Figure 67: Attitudes toward money-saving strategies for BTS shopping (any agree and strongly agree), by household income, November 2013
Strategies for dealing with expenses of BTS shopping
Printed coupons usage most popular saving method; online coupons on the rise
Figure 68: Strategies for dealing with the expenses of BTS shopping, November 2013
Credit cards and layaway BTS shopping particularly used by Millennial dads
Figure 69: Strategies for dealing with the expenses of BTS shopping, by gender and age, November 2013
Figure 70: Strategies for dealing with the expenses of BTS shopping, by generation and parental status, November 2013
BTS Online and In-Store Promotions
Key points
Attitudes toward BTS online and in-store promotions
In-store promotions dominate BTS shopping, but necessitated by online advertisements
Figure 71: Attitudes toward back-to-school online and in-store promotions, November 2013
Women more receptive than men to in-store advertising and promotions
Figure 72: Attitudes toward back-to-school online and in-store promotions (any agree), by gender, November 2013
Younger parents most likely to notice online ads and promotions
Figure 73: Attitudes toward back-to-school online and in-store promotions (any agree), by age, November 2013
Usage of BTS promotional coupons
Female shoppers most receptive to print coupons; men eager to use digital coupons
Figure 74: Usage of promotional coupons for an in-store purchase back-to-school shopping, by gender, November 2013
Tech-savvy Millennials are enthusiastic digital coupon users
Figure 75: Usage of promotional coupons for an in-store purchase back-to-school shopping, by generation and parental status, November 2013
Affluent shoppers biggest coupon users
Figure 76: Usage of promotional coupons for an in-store purchase back-to-school shopping, by household income, November 2013
Attitudes Toward Improvements in BTS Shopping Experience
Key points
Rewards and free shipping key in enhancing BTS shopping experiences
Figure 77: Attitudes toward improvements in BTS shopping experiences, November 2013
Women look for rewards; men seek in-store assistance in selecting BTS purchases
Figure 78: Improvements sought in the BTS shopping experience (strongly agree), by gender, November 2013
Low-income shoppers particularly receptive to BTS perks; free shipping essential for $50K-74.9K earners
Figure 79: Improvements sought in the BTS shopping experience (strongly agree), by household income, November 2013
Attitudes Toward Social Media Engagement in BTS Shopping
Key points
Using social media to promote BTS items
Figure 80: Attitudes toward social media engagement in back-to-school shopping, November 2013
Social media an essential marketing strategy when targeting Millennials
Figure 81: Attitudes toward social media engagement in BTS shopping (any agree), by generation, November 2013
Men avid users of social media when conducting BTS shopping research
Figure 82: Attitudes toward social media engagement in BTS shopping (any agree), by gender, November 2013
BTS Shopping Companions
Key points
Children most likely to accompany parents to shop for BTS items
Figure 83: BTS shopping companions, by gender and age, November 2013
Children of all grades accompany parents on BTS shopping
Figure 84: BTS shopping companions, by grade level, November 2013
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BTS Shopping Activities, Purchases, and Retailers
Key points
Research, initiation, and completion for BTS shopping
Most BTS shopping activity started and completed before school begins
Figure 85: Research, initiation, and completion for back-to-school shopping, by product category, November 2013
Affluent shoppers research, complete shopping for electronics prior to start of school
Figure 86: Research and initiation for BTS shopping, by product category, by household income, November 2013
Figure 87: When BTS shopping is completed, by product category, by household income, November 2013
Retailers and channels shopped for BTS items
Mass merchandisers the biggest BTS retail channel
Younger shoppers prioritize value in a BTS retailer/channel
Figure 88: Retailers and channels shopped for BTS items, by gender and age, November 2013
Value is in shoppers’ mindset, regardless of income
Figure 89: Retailers and channels shopped for BTS items, by household income, November 2013
BTS purchase process: online vs. in-store
Online/in-store browsing mostly leads to purchase at brick-and-mortar stores
Figure 90: Path to purchase for BTS online versus in-store shopping, by retail channel, November 2013
Most men browse and purchase BTS items in-store, though a few showroom
Tech-savvy young shoppers likely to make major purchases in-store
Figure 91: Path to purchase for BTS shopping (online versus in-store), by gender and age, November 2013
Hispanics vs. Non-Hispanics
Key points
Hispanics most likely social shoppers
Figure 92: BTS shopping companions, by Hispanic origin, November 2013
Social media and online promotions for Hispanic consumers
Figure 93: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, by Hispanic origin, November 2013
Hispanics likelier than average to pick BTS shopping destination from friends, family
Figure 94: Influential factors in BTS shopping, by Hispanic origin, November 2013
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