5 trends BACK-2-SCHOOL SHOPPING changing by chris barbee, strategist
5 Trends Changing Back-To-School Shopping
Oct 21, 2014
What is contributing to the slowdown in back-to-school sales?
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5 trendsBACK-2-SCHOOL SHOPPING
changingby chris barbee, strategist
the back-2-school shopping season is second only to
holiday shopping
by 9%
this year b2ssales are expected to be
down
what gives, jack?
a hangover
from last year’s pent-up demand?
no.
high gas prices?
no.
increased payroll taxes?
no.
some contributing factors
some contributing factorsyear-round schooling
some contributing factorsyear-round schooling
just-in-time shopping
some contributing factorsyear-round schooling
just-in-time shopping
online ordering
some contributing factorsyear-round schooling
just-in-time shopping
online ordering
smartphones & tablets
some contributing factorsyear-round schooling
just-in-time shopping
online ordering
smartphones & tablets
teenage unemployment
1year-round schooling
in 2010more than 20% of u.s.
public schools were on year-round calendars
because of these programsfamilies are shrinking the traditional fall shopping list
so fall tax holidays are used to encourage b2s shopping
2just-in-time shopping
this is a lingeringbehavior from the recession
the needs of each childtend to be spread
throughout the school year
an effort by parents to better manage budgets
almost 50% of working moms report they will
reuse last year’s supplies
backpacks last beyond may
almost 50% of working moms report they will
reuse last year’s supplies
almost 50% of working moms report they will
reuse last year’s supplies
Tennis shoes aren’t only needed in August.
& families are waiting for class-assigned
supply lists
additionally...
Trend-savvy teens aren’t purchasing fall fashions months in advance anymore because of
FAST FASHION
Trend-savvy teens aren’t purchasing fall fashions months in advance anymore because of
FAST FASHION
these retailers are inexpensive &constantly update inventory to
stay with trends
3online shopping
this yearnielsen predicts 21% of b2s
shopping will happen online
That’s up almost 8%from 2010
which fuels just-in-time & comparison shopping habits
4smartphones & tablets
these items arereplacing traditional
school supplies
these items arereplacing traditional
school suppliesBooks.
these items arereplacing traditional
school suppliesBooks.Laptops.
these items arereplacing traditional
school suppliesBooks.Laptops.Calculators.
these items arereplacing traditional
school suppliesBooks.Laptops.Calculators.Trapper-Keepers.
yes. trapper-keepers.
they’re also lasting much longer
as tech improves
only 55% of k-12 will purchase new electronics this year
& those who do
will spend about 12% less than last year
5teenage unemployment
while overallunemployment is down to 7.4%
the rate for teens is still at 23.7%
why is this important?
35% of teens help payfor b2s shopping
so how should marketers deal with these new trends?
space promotions across 12 month calendar
Don’t anticipate seasonal spikes in sales.
compliment online sales with offline promos
don’t make moms choose
And available year-round.keep fashions fresh
don’t fight the tech revolution
adapt. evolve. survive.
and finally...
drive sales by utlizing student-only discounts
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