Suit Up For School
According to the NPD Group annual back-to-school study of consumers' purchasing intentions for the 2012 season, consumers intend to spend more this year, but will start their shopping a little later.
| Back to School Shopping Time Frame (% of Respondents) |
||
| Expect to Shop | 2012 | 2011 |
| By August 1st | 37% | 38% |
| By September 1st | 58% | 57% |
| Source: The NPD Group, July 2012 | ||
| Planned Back-to-School Overall Spend (% of Respondents) | ||
| Spending Expectation | 2012 | 2011 |
| More | 31% | 22% |
| Less | 24% | 38% |
| Same | 46% | 40% |
| Source: The NPD Group, July 2012 | ||
Marshal Cohen, chief industry analyst, The NPD Group, says that “... retailers should... see a rise in sales when the temperature drops... the summer heat wave... is a possible contributor to the delay in back-to-school shopping... ”
The type of retail outlets consumers intend to shop in has shifted, says the report. As a result, apparel, apparel accessories, footwear, school bags, sports equipment, and calculators will receive more attention.
| Planned Back-to-School Shopping Locations (% of Respondents) | ||
| Shopping Location | 2012 |
2011 |
| Department Stores | 26% | 20% |
| Footwear Specialty | 25% | 18% |
| Online Shopping | 16% | 16% |
|
Apparel Specialty Retailers | 15% | 13% |
| Warehouse Clubs | 13% | 14% |
| Sporting Goods Stores | 7% | 4% |
| Catalog | 3% | 5% |
| Source: The NPD Group, July 2012 | ||
| Expected Back-to-School Shopping Category Spend (% of Respondents) | ||
| Shopping Category | 2012 | 2011 |
| School Supplies | 78% | 77% |
| Apparel | 62% | 58% |
| Footwear | 55% | 45% |
| School Bags | 43% | 30% |
| Electronics | 26% | 27% |
| Apparel Accessories | 19% |
17% |
| Calculators | 11% | 8% |
| Sports Equipment | 6% | 3% |
| Source: The NPD Group, July 2012 | ||
Cohen says “... in the early stages, school supplies and electronics will do well... when school is back in session apparel and footwear will... drive shoppers to department, sporting goods, and specialty stores..."
The study shows consumers expect value to remain a key factor in their back-to-school shopping decisions. Shoppers plan to listen to students for reasons to purchase an item, illustrating kids’ influence on these seasonal shopping trips.
| Back-to-School Items Reason For Purchase (% of Respondents) | ||
| Reason For Purchase | 2012 | 2011 |
| Value | 79% | 82% |
|
Required | 56% | 45% |
| Child Wanted It | 28% | 22% |
| Replacement | 26% | 30% |
| Trendy/Fashionable | 15% |
12% |
| Influenced by Friends | 2% | 2% |
| Source: The NPD Group, July 2012 | ||
Cohen observes that “... parents will be going... ‘back to school for shopping’... to learn what the trendy/fashionable articles are that students want... “
For additional information from the NPD, please visit here.
JACK LOECHNER
Center for Media Research
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