10 Must-Know Facts About the 2013 Back to School Shopping Season
Back To School Shopping Report
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Transcript of Back To School Shopping Report
July2009
WhoWeAre
AsthepremierfirmspecializinginMarke:ngtoMoms,MomCentralConsul:nghelpscompaniesdevelopmeaningfulconversa:ons,connec:onsandcommuni:eswithMoms.WereachMomsandengagetheminpowerfulwordofmouthprogramssuchasblogtours,viralmarke:ngprograms,geo‐targetedreferralprogramsandlivegrassrootsevents.Theytakeac:onandrecommendyourbrand,fuelingbrandawareness,engagement,producttrialandsales.
MomCentralworkswithover100na:onalbrands.Wealsoofferabreadthofconsul:ngservices,includingresearchandsocialmediastrategyandlistening,forstart‐upandestablishedbrands.
InJuly2009,MomCentralConsul:ng(MCC)conductedasurveyof1394MomsofschoolagechildrenacrosstheUnitedStatesaboutbacktoschoolshopping.MCCrecruitedrespondentsfromourcommunityandnetworkofMoms.
WeaskedMomstoanswer32ques:onsabouttheirbudgets,children’sexpecta:onsandbacktoschoolshoppinghabits.Thedatarevealsinteres:nginsightsintotheaffecttherecessionishavingonMom’sshoppingplans.
Introduc.on
InsightsincludethatwhileMomsdofaceworriesrelatedtobacktoschoolspending,veryfewareplanningonspendingsignificantlylessthanlastyear.ManyMomswillalsobelookingforgreenandrecycledschoolsuppliesandnearlyallrespondentsindicatedaninterestinspecialoffersanddealswhenlookingtosave.
TheexpenseofbacktoschoolshoppingisaworryformanyMoms,only9%indicatedtheywerenotatallworried.
Q4. How worried are you about the expense of back to school shopping this year? N=1394
0%
5%
10%
15%
20%
25%
30%
35%
VeryWorried SomewhatWorried NotatallWorried
19% 18%
35%
19%
9%
WhiletheexpenseofbacktoschoolshoppingisasourceofworrytomanyMoms,butonly17%indicatetheywillspendlessthantheydidin2008.
Q3. Compared to last year, how much do you anticipate this year's back to school spending to change? N=1394
0%10%
20%30%
40%50%
Iwillspendless/muchless
Iwillspendthesameamount
Iwillspendmore/muchmore
17%
33%
48%
Backtoschoolshoppingbudgetsvaryagreatdeal,though46%ofMomsan.cipatespendingbetween$50and$200overall.
Q5. Overall, how much do you anticipate spending on this year's back to school shopping? N=1394
0%
5%
10%
15%
20%
25%
30%
Lessthan$50 $50to$99 $100to$199 $200to$299 $300to$399 $400to$499 $500ormore Ihavenoidea
8%
20%
26%
18%
11%
6%7%
5%
Nearlyhalf(48%)ofMoms,whohaveindicatetheyhavesetabudgetforbacktoschoolshopping,saytheyhavebudgetedbetween$100and$300forclothes,accessoriesandshoes.
Q6. Have you set a budget for this year's back to school shopping? N=1394 Q7. What is your budget, per child, for the following back to school items this year? N=474
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Electronics(e.g.computer,
cellphones,iPods)
Clothing,accessories&
shoes
Schoolsupplies(e.g.folders,notebooks,backpacks)
Sportsequipment Artsupplies
36%
4%
21%29%
36%
14%
12%
32%11%
31%10%
25%
32%
15%
13%
7%34%
10%
8%
6%
3%
14%
2%
3%
2%
1%
1%
1%28%
1%
33%
11%N/A
$500ormore
$400to$499
$300to$399
$200to$299
$100to$199
$50to$99
$25to$49
Lessthan$25
Q8. In what ways will you try to save money this year when back to school shopping? (Check all that apply) N=1394
CouponsandspecialofferstopthelistofwaysMomswillbesavingmoneyonbacktoschoolitemsthisyear.
Lookforspecialoffers 92%
Usecoupons 80%
Reusesomeitemsfrompreviousyears 74%
Shopatdiscountstores 70%
Buyfewerbrandnames 42%
Usehand‐me‐downclothesorsuppliesfromfriends/family 36%
Buyonline 29%
Notmakeanynewpurchases 4%
Other,pleasespecify 4%
Noneoftheabove 1%
Salesandspecialoffersarekeyinfluencers,whenitcomestoMomschoosingwheretheywillshopforbacktoschoolsupplies.
Q9. Please rank what factors influence where you purchase items for back to school? (1 being most influential and 6 being least influential)? N=1394
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
SalesorSpecialoffers
Coupons Trustedstore Availableonline
Loca:on Convenience
53%
25%
6% 6% 6% 5%
21%
31%
14%6%
13% 15%
9%
11%
23%
10%
22%26%
4%
12%
19%
12%
21%
31%
6%13%
26%
15%
22%
18%
8% 8% 11%
51%
16%6%
6‐LeastInfluen:al
5
4
3
2
1‐MostInfluen:al
BigBoxstoresarepopularbacktoschoolshoppingdes.na.onsforMoms.46%ofMomsalsosaythey’llbebuyinginbulkthisyear.
Q10. Where will you do the majority of your back to school shopping this year? (Please pick up to 3) N=1394 Q11. Do you plan on buying in bulk? N=1394
Wal‐mart 69%
Target 57%
Staples 44%
Online 12%
OfficeDepot 11%
Kmart 11%
Kid'sClothingStore 11%
OfficeMax 10%
Drugstore 10%
Costco 5%
GroceryStore 5%
Sam'sClub 4%
Sears 3%
BJ's 2%
Noneofthese 1%
Idon'tknow 6%
Other,pleasespecify 9%
40%Kid’sexpecta.ons
Momsfeeltheyhavetomakesacrificesintheirbacktoschoolshoppingdecisionsbecauseofbudgetconcerns.
38%Brandnames
16%Quality
28%Cooldesigns
10%Value
Q14. Are you worried about balancing your budget against your child(ren)'s desires? N=1394 Q15. Do you anticipate conflict with your child(ren) over your back to school budget? N=1394 Q16. Do you feel you have to sacrifice any of the following because of budget concerns? (Check all that apply) N=1394
Only18%ofMomssurveyedsaidtheyan.cipatedconflictwiththeirchild/childrenoverbacktoschoolshoppingbudgets.32%ofMomsindicatedconcernoverbalancingtheirbudgetagainsttheirchild/children’sdesires
AsignificantpercentageofMomsdidindicateaneedtosacrificethefollowing:
MomsofMiddleSchoolandHighSchoolStudentsan.cipateslightlymoreconflictoverbacktoschoolshoppingthandoMomsofyoungerstudents.
Q2. What grade(s) will your child(ren) be entering in the fall? Q15. Do you anticipate conflict with your child(ren) over your back to school budget?) N=1394
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
AllAges Pre‐KorKindergarten
ElementarySchool
MiddleSchoolorJuniorHigh
HighSchool Other
18% 16% 19% 24% 24% 22%
82% 84% 81% 76% 77% 78%
No
Yes
Nearlyhalf(47%)ofMomsstarttheirbacktoschoolshoppingaboutamonthbeforeschoolbegins.21%waitun.ljustoneortwoweeksbefore.
Q13:Whenwillyoubeginshoppingforbacktoschoolsupplies?N=1394
Atleasttwomonthsbeforeschoolstarts 22%
Threetofourweeksbeforeschoolstarts 47%
Onetotwoweeksbeforeschoolstarts 21%
Ajerschoolstarts 1%
I'mnotsure 9%
MomsSpeak:uniformscanbeexpensivetoo
Q17. Do your children wear a school uniform?N=201Q19.If you answered "Yes" to questions 17 or 18, please tell us how this impacts your back to school shopping budget
“Fortheuniform,IusuallyshoparoundandDON'Tbuyshirtswiththeschoollogobecausethosealwayscostquiteabitmore.Is:ckwithsolidcolordarkpolos.”
“Itisactuallymoreexpensivebecausetheycan'twearanyoftheirnormalclothes.Eventheouterwear(coats,jackets,etc.)havetobecolor‐compliant.Mypreschoolerwillbewearinguniformsatherpreschoolthisyearforthefirst:me,too,sowewillhavetodoubleourbudgetforuniforms.”
“Uniformscostmoreupfront,butwegenerallygetacoupleofyearsworthofwearfromthem.Itdoessimplifythemorningsgekngreadyforschool.”
“Becauseoftheexpenseofhaving2setsofclothing,Ilookforsalesthroughouttheyearanddoverylimleshoppingforclothesatthestartoftheyear.Ibuythingsatendofseasonsalesandholdontothem.LuckilyIhave3girlsandsoitisboundtofitoneofthematsomepointoranother.”
“ItmakesitmuchmoredifficultbecausemykidsOUTGROWtheiruniformbeforetheyOUTWEARthem,sotheyareforcedtopurchaseclothingtheyonlywearforalimitedamountof:me.”
“theuniformscostaTON.IusuallydressmykidsinreallyniceGapandGymboreehandmedownsorinclothesfromTargetorfrommallstoresonsale.Theuniforms(theyhaveseasonalonesandagymone,soIneedEIGHTouqitstotalformytwokids,withmul:pleshirts,pants,skirts,foreach)runusover$500eachyear.Ihanddownandbuyused,too.But$40forONEdressisalotforus!”
MomsSpeak:ManyhomeschoolingMomsspendmoreoncurriculum.
Q18. Do you home school any of your children? N=128 Q19.If you answered "Yes" to questions 17 or 18, please tell us how this impacts your back to school shopping budget
“Wehavetopurchaseourowncurriculumandaccommoda:ngsuppliesforourspecialneedssons,whileourmiddlesonamendspublicschool,whichcangetexpensivequickly.”
“BecauseIhomeschoolIdon'tneedtobuynewclothesspecificallyforschool.Icanbuythemwhentheyareonsaleorwhenevertheyneedsomethingnew.Idopurchasealltheotherbasicsuppliesthough.”
“Well,IneedtobemorecarefulsinceIhavetobuyallcurriculummyself.Ontheotherhand,IcanbuywhateverIwantanddon'thavetos:cktosillylistsorbendtothelatestfashions,soitevensout.”
“WehomeschoolandIbelievethatmakesbacktoschoolshoppingmucheasier!Wedon'thavetoworrysomuchaboutbrandnamesasotherparentsdo.”
“Itmakesitfarlesscostlythanbacktoschoolshoppingfortradi:onalsuppliesaswecanbuyeverythingwhenitisonsale.Booksandcurriculumhowevercostusmorethanifwe”senthertoapublicschool
“Wehomeschoolsotheamountofmoneywesaveonthingslike"thein"clothesandthatsortofthingallowsustospendmoremoneyoneduca:onalitems.Eventhen,Iknowthatwespendfarlesshomeschoolingthanfriendsspendontheirkids'schoolclothesalone.
67%ofMomsindicatedthatpurchasingrecycledor“green“backtoschoolsupplieswasatleastsomewhatimportant.
Q12. How important is buying "green" to you when purchasing back to school items? N=1394
Notatallimportant
Somewhatimportant Veryimportant
14% 19% 46% 14% 7%
Whowespoketo:20.Myageis:20to24years 1%25to29years 10%30to34years 24%35to39years 26%40to44years 21%45to49years 12%50to54years 4%55+years 2%21.IliveinthefollowingregionoftheU.S.:NewEngland 11%Mid‐Atlan:c 16%South 27%Midwest 25%West 13%Southwest 6%IdonotresideintheU.S. 1%22.Iwoulddescribemyneighborhoodas:Urban 17%Suburban 60%Rural 23%23.Ihavethefollowingnumberofchildren:1 15%2 43%3 26%4 9%5+ 7%24.Theage(s)ofmychild(ren)is/are:0‐1 13%2‐3 26%4‐6 48%7‐9 43%10‐12 35%13‐15 25%16‐18 20%Grown 12%
25.Iconsidermyselftobe:AsianAmerican 4%Black/AfricanAmerican 5%White/Caucasian 87%Hispanic/La:na 4%Na:veAmerican/AlaskanNa:ve/PacificIslander 1%Other,pleasespecify 2%26.Myaverageyearlyhouseholdincomeis:Under$25,000 9%$25,000‐50,000 28%$51,000‐75,000 24%$76,000‐100,000 17%$101,000‐150,000 7%$151,000+ 3%Iprefernottoanswer 11%27.Iamcurrently:Married 84%Single 5%Divorced 4%Widowed 1%InaPartneredRela:onship 5%Separated 2%28.Icurrently:WorkFull‐Time 30%WorkPart‐Time 18%AmastayatHomeMom 50%Amastudent 2%
29.Thehighestlevelofeduca.onIhavecompleted:
HighSchoolDegree 16%2yearAssociate'sDegree 11%SomeCollege 32%4yearCollegeDegree 29%Graduate/Master'sDegree 12%
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contact:
TraceyHope‐RossVicePresidentofResearchMomCentralConsul:ng
617‐244‐[email protected]:@thopeross