Deloitte 2017 Back to School Survey
The Deloitte 10th annual back-to-school survey takes a closer look at spending and shopping trends for the upcoming back-to-school season. This year’s total back-to-school spending is expected to reach $27 billion, department stores fall from the second to the sixth shopping destination, and mass merchants jump to the head of the class. (USA)
2017 back-to-school shopping trends
Back-to-school season is the second biggest shopping season of the year touching 29 million households and accounting for $27 billion in sales in the US. In order to capitalize on this short but sizeable shopping season, retailers should look deeply at back-to-school shopping trends and anticipate the behaviors of savvy kindergarten through 12th grade parents.
While we have been producing this survey for 10 years, no two surveys are the same. Each edition brings a new perspective on the trends that are driving back-to-school purchases across the country. This year’s survey takes a closer look at shopping trends by region. Find out which region is spending the most and driving the back-to-school shopping season.
Download this year’s back-to-school statistics and find opportunities others miss. Dig into the data and shape your strategy based on this year’s back-to-school shopping trends.
Back-to-school trends show surprising turns
This back-to-school shopping season, consumers are focused on different retailers and items to fill their carts. Mass merchants and off-price retailers are becoming the go-to venues while traditional department stores and specialty clothing retailers take a back seat.
- 81 percent of respondents plan to shop at mass merchants. This is a 24 percentage point jump over of last year.
- 28 percent plan to shop at off-price stores. This is up from 10 percent in 2016.
- 28 percent say they’ll shop traditional department stores, which is down from 54 percent last year.
- Just eight percent of parents plan to visit specialty clothing stores, falling from 25 percent in 2016.
Back-to-school shopping lists are shifting
This year’s survey reveals a category shift among the items respondents intend to buy for their children. Clothing and accessories are expected to account for 55 percent of families’ spending–up 10 percentage points from last year. Meanwhile, computers and hardware will take up just 14 percent of the spending; this is four percent lower than last year.