Us Consumer 2018 Back To School Survey Findings

2018 back-to-school survey
Sizing up the season

Deloitte’s 2018 back-to-school survey
Key findings
In-store still prevails, but shoppers are continuing to increase their online spend
• Total back-to-school spending is expected to reach ~$27.6B, or $510 per household, slightly up from $501 in 2017
• $5.5B is up for grabs. Shoppers remain undecided on where to spend 20% of their budget: online or in-store
• Households plan to spend an average of $292 in stores – representing $16B in total spending. This is more than
double that of the $115, or $6B in total spending, they say they’ll spend online for back-to-school
• B2S is experiencing plateauing digital influence, there is flattening usage of laptops, mobile, and social
• Children will likely influence over $21B in B2S spending during the back-to-school season
Customers have strong preferences about retail format; ranks have shifted in recent times
• Mass merchants remain the top location for intended visits and budgeted B2S spend
• Price-based retailers keep their high ranking positions among top shopping destinations after pushing down
traditional department and specialty clothing stores in 2017
• Despite less planned traffic to traditional retailers (e.g., department, home electronic, and office-supply stores)
parents expect to spend more at these retailers than they spend at price-based retailers
• Across categories, higher-income shoppers are more likely than lower-income shoppers to visit specialty stores
(e.g., department stores, home electronics, specialty apparel). Lower-income shoppers are more likely than
higher-income shoppers to visit price-based formats (e.g., mass market, dollar stores)
• Department stores are less popular with GenXers and Millennials, whereas off-price retailers are more popular
among the younger generations
Back to School Shopping is a lengthy season, but timing matters
• About two-thirds (62 percent) of parents plan to begin the B2S shopping before August; this group of early
shoppers spends on average about $100 more than shoppers that get a later start
• Approximately $18B will likely be spent in B2S shopping in the 4 week period between mid-July and mid-August
• More than two-thirds (68 percent) of shoppers plan to complete their shopping within a 1 month period of time;
however, the longer someone extends their B2S shopping, the more they will likely spend
Copyright © 2018 Deloitte Development LLC. All rights reserved. 2018 back-to-school survey 2
Survey findings
Back-to-school (B2S) shopping season accounts for about 50%
of annual school-related spend and touches one-quarter of U.S.
households
B2S is the second biggest shopping season and involves…

Average B2S spend per household: $510
29 Million households* 50% of school related spend #
54 Million children** $27.6 Billion in spend^
* Number of households with school going (K-12 grades) children in the US [Source: US Current Population Survey 2017]
** Number of children enrolled in K-12 grades in the US [Source: US Current Population Survey 2017]
# Percentage of child’s annual school related products that will likely be purchased during back-to-school shopping season [Source: Deloitte survey]
^ Deloitte calculations on back-to-school market spend ($27.6 billion) [Source: Deloitte survey and US Current Population Survey 2017]
Back-to-school shopping spend expected to be dominated by
clothing category
B2S 2018 ― Estimated market spend by category
School supplies
$6.0B
Clothing & accessories

$27.6B Computers & hardware
$3.7B
$15.1B est. market size
Electronic gadgets*
$2.8B
Source: Deloitte calculations on back-to-school market spend ($27.6 billion) [Source: Deloitte survey and US Current Population Survey 2017]
Note: Sample size (N) = 1,200
*Electronic gadgets include cell phones/smart phones, tablet/e-reader, and wearable devices
Average B2S spend is up slightly at $510 in 2018 compared to
$501 in 2017
Northeast region has the highest B2S season average spend in 2018
National Avg. B2S spend:
$510 Northeast
21% $568
West Midwest
21% $493
24% $513
South
34% $488
% of total B2S spend Avg. spend
Source: Deloitte survey

Note: Average spend based on shoppers from each region – South (n = 424), Northeast (n = 230), Midwest (n = 264), and West (n = 282).
Economic optimism and demand for experiential retailing
increase with household income
High-income households are most optimistic about household finances and the economy.
They are open to retailers that offer premier products and experiences.
“Please indicate your level of agreement with the following statements (% who agree or somewhat agree)”
Low-income Middle-income High-income

(Less than $50k) ($50k-$99k) ($100k+)
Economic optimism
More confident about the U.S.
economy’s prospects now (June 2018),
24% 40% 44%
than you were at the end of 2017
Household financial stability

Household's financial situation today is 27% 27% 39%
better than it was a year ago
Digital substitution
Buying fewer traditional school supplies
because my child is using more digital
28% 38% 44%
technologies
Premier retailing experience

More likely to purchase from retailers
that offer premier products and 28% 38% 41%
experiences
Price sensitive retailers

More likely to purchase from a retailer
that sells at the lowest possible prices
81% 76% 70%

Consumer spending
trends
Both demand and avg. spend is high for Clothing & accessories;
highest avg. planned spend is in the Computers & HW category
2018 B2S: Planned spend by category
98% plan to buy 98% plan to buy

Clothing & accessories School supplies
Average spend $286 Average spend $112
Share of B2S spend 55% Share of B2S spend 22%
23% plan to buy 16% plan to buy

Computers & hardware Electronic gadgets*
Average spend $299 Average spend $271
Share of B2S spend 13% Share of B2S spend 8%

Note: Sample size (N) = 1,200; *Electronic gadgets include cell phones/smart phones, tablet/e-reader, and wearable devices
Spending on ‘voice and mobile data plans’, ‘digital subscription’, and ‘other’ are excluded; average spend includes only respondents who will purchase the above
mentioned category or item
Children will likely influence over $21B in B2S spending
Extent of child’s influence on parents’ back-to-school shopping
80%
70%
68%
58%
42%
30% 32%
20%
Clothing & accessories Electronic gadgets School supplies Computers & hardware
Child’s
$2.4B $12.7B $0.6B $2.2B $1.7B $4.2B $1.2B $2.5B
influence*
Children - No/Slight influence Children - Moderate/High influence
*Total planned B2S spend by category that would be influenced by children

Note: Sample size (includes only respondents who will purchase the above mentioned category or item)
In-store is likely to be the most preferred channel during B2S
shopping season…
$5.5B is up for grabs. Shoppers likely to remain undecided on where they will spend 20% of
their budget: online or in-store
B2S spending by channel
Average B2S spend in 2018: $510

Market size
Average spend: $292 $15.7
In-store Billion
Share of total spend: 57%

Online Billion
Share of total spend: 23%

Undecided* ? Share of total spend: 20%
Billion
*Undecided (In-store or Online)

…But, online likely to gain share across most categories
Online likely to pick up from undecided in Computers & HW, where in-store likely to pick up
from undecided in Electronic gadgets
2017 Category 2018
20% 66% 14% School supplies 17% 61% 22%
Clothing &
20% 63% 17% 19% 61% 20%
accessories
29% 40% 31% Electronic gadgets 28% 53% 19%
30% 37% 33% Computers & 40% 40% 20%

hardware
Online In-Store Undecided

Mass merchants retain their place as the most popular type of
B2S retailer; however price-based and online retailers are gaining
Rank Retail format preferences
2016 2017 2018 “Which type of retailer(s) do you plan to visit for your B2S shopping?”
1 1 1 Mass merchants 83%
4 2 2 Dollar stores 38%
5 3 3 Online only retailers 36%
14 5 4 Off-price stores 32%
3 4 5 Office supply/technology stores 31%
2 6 6 Traditional department stores 27%
9 8 7 Fast fashion apparel retailers 26%
7 7 8 Warehouse membership clubs 20%
- 10 9 Retailer websites 17%
11 9 10 Drug stores 15%

10 11 11 Consignment shops/thrift stores 15%
15 13 12 Home electronics stores 11%
8 12 13 Supermarkets 9%
12 14 14 Bookstores (Off-campus) 9%
6 15 15 Specialty clothing stores 8%
- 16 16 Retailer mobile apps 7%
16 17 17 Catalogs 4%
12 18 18 Bookstores (On-campus) 3%
Question: “Which type of retailer(s) do you plan to visit for your B2S shopping?”
Source: Deloitte survey Upward movement in Downward movement in
Note: Sample size (N) = 1,200; multi-select question preference rankings preference rankings
Some of the most preferred formats are likely to have lower
overall spend
Some of the less preferred formats are likely to have high overall spend
Retail formats for most spend and Average B2S Spend

60%
18% $1,400
56%
16%
55% $1,200
14%
54%
$1,000
Shopper preference (%)
Average B2S spend ($)

12%
52%
10% $800
8% 7% $600
7%
6% 6%
5% $400
4%
4%
2%
2% 2% 2% 2% $200
2%
0% $0
Mass Traditional Fast fashion Online-only Off-price Office Dollar Retailer Specialty Warehouse Home
merchant department apparel sites stores supply stores websites clothing clubs electronics
retailers
Shopper Preference (Retail format for most spend during B2S season) % Average Back-to-School Spend $

Note: Sample size (N) = 1,200;single-select
Timing
Shopping activity peaks by early August during B2S season
Approximately 90% of B2S shoppers are expected to be active during late July to early
August, a time which accounts for two-thirds of all B2S spend
B2S Shopping periods by traffic and total spend
$1.3B $3.6B $8.1B $9.9B $3.9B $0.8B
67%
54%
34%
26%
10% 8%
Earlier than July Early in July Later in July Early in August Later in August September
(first 2 weeks) (last 2 weeks) (first 2 weeks) (last 2 weeks)
Total B2S Spend (out of $27.6B) % of active B2S shoppers

$B during noted period during noted period
Question : “Out of $__ you plan to spend on back-to-school shopping, how much do you plan to spend during the following periods?”
Parents who begin their B2S shopping before August are likely to
spend 20 percent more than late starters
Majority of shoppers start earlier than August
B2S shoppers by starting period (%)
62% plan to begin shopping before August 38% plan to begin shopping in Aug or later
(Average spend = $544) (Average spend = $455)
33%
31%
19%
Early in August
10%
6%
Later in July
Later in August
Early in July
1%
Earlier than July July August September
Average B2S
$532 $553 $543 $473 $384 $284
Spend
68% of shoppers plan to complete their shopping within a one-month

period of time from when they start
Note: Sample size (N) = 1,200; “When are you likely to begin your B2S shopping?”
Early shoppers are more deal-seeking and mobile-savvy
compared to late shoppers
Early shoppers B2S Category Late shoppers

Avg. spend: $544 Avg. spend: $455
40% I expect to find the best back-to-school deals early in 27%

the season
66% I plan to shop at different points throughout the

50%
summer to take advantage of deals
56% My choice of retailer is dependent on availability of my

49%
preferred brands
55% Use/plan to use Smartphone for back-to-school shopping 50%
45% Belong to low-income household (Less than $50,000) 37%
Early shoppers – Those who start shopping before August

Late shoppers – Those who start shopping in August or later
Note: Sample size - Early shoppers n=741, Late shoppers n=459
Shopping behavior
B2S shoppers are more likely to make online purchases via
desktop/laptop
However, more shoppers plan to use mobile than desktop/laptop during B2S shopping
% of total Usage
Device
shoppers
Access a retailer's website 63%

Desktop/
laptop
(2018) Get price information 56%

49%
Vs Make a purchase 53%
57% Collect discounts, coupons, sale
44%
(2017) information
Compare similar products online 41%

n = 588
Collect discounts, coupons, sale

information
57%
(2018)
Mobile
Access a retailer's website 56%

53%
Vs Get price information 53%
49%
(2017) Make a purchase 46%
Access a mobile shopping app 44% n = 639

Note: Sample size for devices (includes only respondents who selected each of the devices); multi select question
Customers expect online and physical shopping experiences to be
complementary
“Please indicate your level of agreement with the following statements (% who agree or somewhat agree)”
Research online before purchasing products in the

56% 56%
physical store
Purchase from online retailers who offer free shipping 52% 63%
Prefer to purchase from retailers offering buy online

46% 49%
and return in-store option
When shopping online, I prefer loyalty programs that

provide faster or cheaper shipping than product 40% 44%
discounts
Prefer to purchase from retailers offering buy online

34% 38%
and pick-up in-store option
I will shop in stores less this season because buy

28% 31%
online and pick-up in-store option is more convenient
2017
Source: Deloitte survey responses
Less than 1/4th of shoppers likely to use social media during B2S
shopping season
Most who plan to use social media will do so to find promotions, receive coupons,
and browse products
“With regard to your B2S shopping, how do you plan to use

social media sites? #”
“Do you plan to use social
media sites to assist in your
B2S shopping?*” To find out about promotions 63%
To receive a coupon 59%
To browse products 44%
To read reviews/recommendations 39%
23% To visit retailers' pages on social

27%
networking sites
To post comments, reviews or
16%
feedback
To watch a retail/product video 15%
To post to or view virtual image

14%
boards

Notes: *Sample size (shoppers who use at least one digital device, n = 985 #Multi-select question (n = 225)
B2S shoppers may be reaching a digital saturation point
Technology adoption among B2S shoppers has shown smaller movement during the last
three years; customers may be waiting for the next innovation in usage and/or technology.
B2S shoppers planning to use each technology platform (2016-2018)
59%
57%
53%
51%
49%
49%
32%
23%
27%
2016 2017 2018
Smartphone for shopping Desktop/Laptop for shopping Social media sites to assist in shopping*
Note: Sample size for each year – 2016 (n = 1,194), 2017 (n = 1,200), 2018 (n = 1,200)
*Sample size (shoppers who use at least one digital device) in each year – 2016 (n = 951), 2017 (n = 978), 2018 (n = 985)
Payments using credit and debit card are more preferred, though
preference between the two depends on income levels
Digital payment penetration remains low
“Which of the following payment methods will you likely use for your B2S purchases?”
Overall Generation
61%
60%
52%
51%
43%
Debit Card 57%
40%
40%
30%
5%
26%
4%
4%
3%
3%
3%
Credit Card 44% Baby Boomers GenXers Millennials
Household income
Cash/Check 37%
68%
68%
58%
53%
48%
Gift Card 4%
40%
29%
5%
5%
25%
20%
4%
4%
3%
2%
Digital
payment
4%
Less than $50,000 $50,000-$99,000 $100,000 and over
Debit Card Credit Card Cash/Check Gift Card Digital payment

Note: Sample size (N) = 1,200; Multi-select question
Category & retail
formats
Customers intend to shop the most at conventional retail formats
– mass merchant, department, and electronics stores
Along with mass merchants, conventional retail formats – traditional department stores and
home electronic stores – are among the most preferred destinations for the B2S season.
Top five preferred retail formats – By category
Electronic gadgets/
Rank Clothing & Accessories School Supplies
Computer & hardware
1 Mass merchants Mass merchants Mass merchants
Traditional department Office supply/

2 stores
Home electronic stores
technology stores
Fast fashion apparel

3 retailers
Online only sites Dollar stores
Office supply/
4 Off-price stores
technology stores
Online only sites
Warehouse membership Warehouse membership

5 Online only sites
clubs clubs
Question: “Which type of retailer will you shop the most for ______ during this back-to-school season?”
Note: Sample size (includes only respondents who will purchase the above mentioned category); single-select question
Mass merchants are likely to be the most preferred retail formats
across generations for Clothing & accessories
While traditional department stores are likely to find favor with older generations, off-price
stores are preferred by Millennials after mass merchants.
Preferred retail formats for Clothing & accessories – By generation
48%
43% Boomers
38%
GenXers
35%
Millennials
26% Overall
20%
16% 16% 15%
15% 14%
13% 14%
13%
11%
9%
5% 4% 4%
4% 3% 3% 3%
2%
Mass merchants Traditional Fast fashion Off-price stores Online only* Speciality
department clothing stores*
stores
* Sample size at generation-level has fewer than 30 respondents

Question: “Which type of retailer will you shop the most for clothing and accessories during this back-to-school season?”
Note: Sample size – Boomers (n = 138), GenXers (n = 393), Millennials (n=615), Overall (n=1,174)
More than half of low-income households plan to shop at ‘mass
merchants’, compared to one-third of high-income households
However, traditional department stores are likely to find more favor with high-income
households than lower-income
Preferred retail formats for Clothing & accessories – By income
High-income ($100k+)
Middle-income ($50k-$99k)
53%
Low-income (Less than $50k)
43%
39% Overall
31%
22%
20% 18%
16% 16% 16%14%
14% 13%13%
9% 10%
5% 5% 6%
3% 4% 3% 2% 3%
Mass merchants Traditional Fast fashion Off-price stores Online only* Speciality
department clothing stores*
stores
* Sample size at household income-level has fewer than 30 respondents

Question: “Which type of retailer will you shop the most for clothing and accessories during this back-to-school season?”
Note: Sample size – High-income (n = 339), Middle-income (n = 341), Low-income (n=494), Overall (n=1,174)
Average clothing and accessories planned spend is higher at
department and fast fashion stores than at mass merchants
Shoppers preferring traditional department stores and fast fashion stores are likely to spend
the most on clothing and accessories.
Average ‘Clothing & accessories’ spend – By most preferred format
Mass merchant stores $234
Traditional department stores $390
Fast fashion apparel retailers $338
Off-price stores $277
Online only sites $279
Specialty clothing stores $320
Question: (1) “Which type of retailer will you shop the most for clothing and accessories during this back-to-school season?”
Question: (2) “For the following categories, please indicate the total amount you estimate you will spend during back-to-school shopping season?”
Note: Sample size (includes only respondents who will shop the most for ‘Clothing & Accessories’ from the above mentioned retail formats)
Dominance of mass merchants as the most preferred format for
technology products vary with income
When it comes to high-income shoppers, conventional stores – mass merchants and home
electronic stores – will likely have a tough competition from online only formats
Preferred retail formats for ‘Electronic gadgets/Computers & hardware’ – By income
46% Middle-income ($50k-$99k)
34% 36% Overall
29%
26%
25%
23% 23%
21% 20%
19%
17%
15%
9% 9%
7% 7%
5%
4% 3%
Mass Merchants Home electronic Online only* Office supply/ Warehouse

stores technology stores* membership clubs*

Question: “Which type of retailer will you shop the most for electronic gadgets/computers & hardware during this back-to-school season?”
Note: Sample size – High-income (n = 117), Middle-income (n = 116), Low-income (n = 116), Overall (n = 349)
Planned spend on electronic gadgets and computers at
conventional formats stays ahead of spend at online-only retailers
Average spend on technology products at Home electronics stores is higher compared to
other retail formats
Average ‘Electronic gadgets/Computers & hardware’ spend ($) - By most preferred format
Mass merchant stores $334
Home electronics stores $430
Online only sites $318
Office supply/technology
stores $383
Question: (1) “Which type of retailer will you shop the most for electronic gadgets/computers & hardware during this back-to-school season?”
Note: Sample size (includes only respondents who will shop the most for ‘electronic gadgets/computers & hardware’ from the above mentioned retail formats)
Spend by higher income groups likely to be spread evenly across
mass merchants and home electronic stores
Low income households are likely to spend the most at home electronic stores, almost
double their likely spend at mass merchants
Average ‘Electronic gadgets/Computers & hardware’ spend ($) - By income
Middle-income ($50k-$99k)
Overall
$592
$572
$552
$430 $422
$383
$347 $363 $355
$334 $318
$311 $302
$185 $200
$105
Mass merchants Home electronic stores Online only* Office supply/ technology
stores*

Question: (1) “Which type of retailer will you shop the most for electronic gadgets/computers & hardware during this back-to-school season?”
Note: Sample size (includes only respondents who will shop the most for ‘electronic gadgets/computers & hardware’ from the above mentioned retail formats)
Mass merchants are likely to hold clear lead over other retail
formats when it comes school supplies
Nearly two-thirds of shoppers are likely to prefer Mass Merchant stores for school supplies
shopping
Preferred retail formats for ‘School Supplies’ – By income
70% 70% Middle-income ($50k-$99k)

68%
63% Low-income (Less than $50k)
Overall
17% 16%
12% 11%
9%
7% 7%
5% 4% 5%
3% 2% 4% 3% 2% 3%
Mass merchants Office supply/ Dollar stores Online only* Warehouse

technology stores membership clubs*

Question: “Which type of retailer will you shop the most for school supplies during this back-to-school season?”
Note: Sample size – High-income (n = 335), Middle-income (n = 341), Low-income (n = 501), Overall (n = 1,177)
About the survey
Survey timing: May 31 to June 6, 2018
Sample: The survey polled a sample of 1,200 parents of school-aged children, with respondents having at least
one child attending school in grades K to 12 this fall.
Methodology: The survey was conducted online using an independent research panel
Demographics
Income group (N=1,200):

• Low-income – Household income less than $50,000 (n=507)
• Middle-income – Household income between $50,000 and $99,999 (n=351)
• High-income – Household income $100,000 and more (n=342)
Region (N=1,200):
• West: (n=282)
• Midwest: (n=264)
• South: (n=424)
• Northeast: (n=230)
About the survey
This annual Deloitte survey was conducted online using an
independent research panel between May 31 and June 6, 2018.
The survey polled a sample of 1,200 parents of school-aged
children and has a margin of error for the entire sample of plus
or minus three percentage points.
All respondents had at least one child attending school in grades

K – 12 this fall.
Deloitte Center for Industry Insights

The Deloitte Center for Industry Insights is the research
division of Deloitte LLP’s Consumer and Industrial Products
practices. The center’s goal is to inform stakeholders of critical
business issues, including emerging trends, challenges and
opportunities. Using primary research and rigorous analysis,
the center provides unique perspectives and seeks to be a
trusted source for relevant, timely and reliable insights.
About Deloitte
Deloitte refers to one or more of Deloitte Touche Tohmatsu
Limited, a UK private company limited by guarantee (“DTTL”),
its network of member firms, and their related entities. DTTL
and each of its member firms are legally separate and
independent entities. DTTL (also referred to as “Deloitte
Global”) does not provide services to clients. In the United
States, Deloitte refers to one or more of the US member firms
of DTTL, their related entities that operate using the “Deloitte”
name in the United States and their respective affiliates.
Certain services may not be available to attest clients under the
rules and regulations of public accounting. Please see
www.deloitte.com/about to learn more about our global
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This publication contains general information only and Deloitte is not, by means of this publication, rendering accounting, business, financial, investment, legal, tax,
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2018 back-to-school survey

Sizing up the season

Back to School Shopping is a lengthy season, but timing matters

B2S is the second biggest shopping season and involves…

54 Million children** $27.6 Billion in spend^

B2S 2018 ― Estimated market spend by category

Clothing & accessories

National Avg. B2S spend:

% of total B2S spend Avg. spend

Source: Deloitte survey

Low-income Middle-income High-income

Household financial stability

Premier retailing experience

Price sensitive retailers

Source: Deloitte survey

2018 B2S: Planned spend by category

98% plan to buy 98% plan to buy

Average spend $286 Average spend $112

Share of B2S spend 55% Share of B2S spend 22%

23% plan to buy 16% plan to buy

Average spend $299 Average spend $271

Share of B2S spend 13% Share of B2S spend 8%

Source: Deloitte survey

Extent of child’s influence on parents’ back-to-school shopping

Children - No/Slight influence Children - Moderate/High influence

*Total planned B2S spend by category that would be influenced by children

Average B2S spend in 2018: $510

Average spend: $115 $6.3

Average spend: $104 $5.5

*Undecided (In-store or Online)

20% 66% 14% School supplies 17% 61% 22%

29% 40% 31% Electronic gadgets 28% 53% 19%

30% 37% 33% Computers & 40% 40% 20%

Online In-Store Undecided

11 9 10 Drug stores 15%

Retail formats for most spend and Average B2S Spend

Average B2S spend ($)

Source: Deloitte survey

B2S Shopping periods by traffic and total spend

$1.3B $3.6B $8.1B $9.9B $3.9B $0.8B

Total B2S Spend (out of $27.6B) % of active B2S shoppers

B2S shoppers by starting period (%)

Earlier than July July August September

68% of shoppers plan to complete their shopping within a one-month

Early shoppers B2S Category Late shoppers

40% I expect to find the best back-to-school deals early in 27%

66% I plan to shop at different points throughout the

56% My choice of retailer is dependent on availability of my

55% Use/plan to use Smartphone for back-to-school shopping 50%

45% Belong to low-income household (Less than $50,000) 37%

Early shoppers – Those who start shopping before August

Access a retailer's website 63%

(2018) Get price information 56%

Compare similar products online 41%

Collect discounts, coupons, sale

Access a retailer's website 56%

Access a mobile shopping app 44% n = 639

Source: Deloitte survey

Research online before purchasing products in the

Prefer to purchase from retailers offering buy online

When shopping online, I prefer loyalty programs that

Prefer to purchase from retailers offering buy online

I will shop in stores less this season because buy