August 8, 2011 |
Only a combined 7% will spend $750 or more on back to school items this year. In contrast, the highest single percentage of shoppers (39%) will spend $100-$249.
Budget Cuts Prompt Spending
School Supplies, Clothes Popular Items
In addition, the 63% saying they need to buy a backpack/bookbag/lunchbox is down a significant 9% from 69% in 2010 and 12.5% from 72% in 2009.
9 in 10 Will Shop at Discounters
A leading nine in 10 (92%) back to school shoppers will shop at discount/value/department stores. Office supply stores come in a distant second with 44% of back to school shoppers planning to buy items there, up 22% from 36% in 2009.
While dollar stores rank third with 32% of back to school shoppers planning to use this vertical, the percentage has fallen slightly from 33% in 2010 and a much larger 20% from 40% in 2009.
Other Findings
- Two-thirds (65%) of respondents say low prices are the most important attribute of a retailer for back-to-school shopping.
- Half of respondents indicate their children will spend $51 or more of their own money on back to school shopping.
- 64% of respondents plan to buy more items on sale this year than last year.
- 35% of respondents plan to use social media to aid back to school shopping, up 21% from 29% last year.
Amex: Average Family Will Spend $800 on Back to School
The average US family of four plans to spend $800 on back to school purchases this year but two-thirds of U.S. parents (67%) say they will need to make trade-offs to afford these expenses, according to the July 2011 American Express Spending & Saving Tracker. Clothing ($290), shoes ($110), and school supplies ($100) top back to school shopping lists.
About the Data: The survey was commissioned by Deloitte and conducted online by an independent research company between July 5 and 11, 2011. The survey polled a sample of 1,000 parents of school-aged children.
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