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Who Buys Source

Percent of the following age groups who have children between the ages of 6 and 17 in their households in 2014: 18-24, 30.5%; 25-34, 33.5%; 35-44, 54.6%; 45-54, 31.3%; 55-64, 11.5%; 65+, 3.1%.

National Retail Federation, 2014

Percent of adults 18+ who have children in their households that will attend the following grades in 2014 (more than one answer possible): Elementary school, 45.6%; middle school/junior high, 36.1%; high school, 45.1%.

National Retail Federation, 2014

Based on research by the National Retail Federation, 24.5% of adults will have a child in their household between the ages of 6 and 17 in 2014.

National Retail Federation, 2014

A 2014 National Retail Federation poll indicated that 40.7% of teens planned to spend some portion of their own money on back-to-school items, in addition to 28.7% of pre-teens who also expected to contribute to their own back-to-school spending.

National Retail Federation, 2014

According to the National Retail Federation, 11.6% of adults will have a child/dependent attending college in the fall of 2014. 

National Retail Federation, 2014

When They Buy Source

According to a 2014 survey by the National Retail Foundation, when people begin shopping for back-to-school merchandise: At least two months before school starts, 22.5%; three weeks to one month before school starts, 44.5%; 1-2 weeks before school starts, 25.4%; the week school starts, 4.3%; after school starts, 3.4%.

National Retail Federation, 2014

When back-to-college consumers expected to begin their shopping in 2014: At least two months before school starts, 28.2%; three weeks to one month before school starts, 33.4%; 1-2 weeks before school starts, 25.6%; the week that school starts, 6.3%; after school starts, 6.5%.
 

National Retail Federation, 2014

A 2014 survey of 1,000 parents of school-age children, conducted by Offers.com, asked the participants when they typically begin their back-to-school shopping: June, 7.8%; July, 29.2%; August, 51.2%; after school starts, 6.6%; another time of year, 5.2%.

Offers.com, 2014

According to a 2014 survey of just over 1,000 parents of teens, conducted by Staples, when the respondents say is the best time to shop for back-to-school supplies: Two months before school starts, 20%; one month before school starts, 53%; a week before school starts, 15%; after school starts, 9%.

Staples, 2014

Why They Buy Source

Based on 2014 research by the National Retail Federation, how the economy will impact back-to-school spending plans for parents with children ages 6-17 (multiple answers): Shopping for sales more often, 44.5%; spending less overall, 21.3%; buying more store brand/generic products, 29.4%; doing more comparative shopping with ad circulars/newspapers, 29.3% using coupons more, 32.9%; doing more comparative shopping online, 29.8%; making do with last year's school items, 17.2%; shopping more online, 19.1%; cutting back on extracurricular activities or sports, 11.0%; deciding whether child will attend public or private school, 5.8%; postponing educational investments (i.e., family computer), 5.1%; back-to-school plans will not change, 23.4%. 

National Retail Federation, 2014

According to 2014 research by the National Retail Federation, how the economy will affect back-to-college purchases (multiple answers): Spending less overall, 24.6%; shopping for sales more often, 33.2%; buying more store brand/generic products, 27.5%; using coupons more, 24.2%; doing more comparative shopping online, 27.9%; doing more comparative shopping with ad circulars/newspapers, 24.8%; making do with last year's school items, 22.5%; shopping more online, 19.9%; sharing or borrowing textbooks instead of buying them, 14.4%; economy is impacting college choice (2-year/4-year, public/private, etc.), 9.1%; economy is impacting students' living situation (home/dorm, etc.), 11.1%; back-to-college plans will not change, 20.8%.

National Retail Federation, 2014

Based on a 2014 survey by the National Retail Foundation, the percentage of back-to-school spending that is a direct result of a child's influence: 0%, 8.0%; 25%, 31.3%; 50%, 34.8%; 75%, 16.3%; 100%, 9.7%.

National Retail Federation, 2014

A 2014 survey of just over 1,000 parents of teens, conducted by Staples, showed that 41% of the respondents are very likely to buy something if it is offered at a guaranteed low price, while 29% are very likely to buy something if it is the deal of the week, and 21% are very likely to buy something if it is a limited-time offer.

Staples, 2014

According to a 2014 survey by Merchant Warehouse, 91% of the respondents indicated they are "somewhat likely" or "likely" to shop at a store they don't usually visit during the back-to-school shopping season if offered a discount or reward.

Merchant Warehouse, 2014

A 2014 survey by Merchant Warehouse found that price matters more during back-to-school season than other times of the year, with 41% of respondents stating they're more price sensitive during the back-to-school shopping season, and 45% saying they're more driven to shop at a retailer based on their sales, discounts or promotions during the BTS shopping season than other times of the year.

Merchant Warehouse, 2014

According to AMD's 2014 Back-to-School Technology Usage Survey, the main considerations of college students when choosing a new laptop to buy: Fast performance, 40%; price, 26%; battery life, 25%.

AMD, 2014

A 2014 survey by Merchant Warehouse determined that 66% of shoppers are likely to sign up for a retailer's loyalty program during back-to-school shopping if offered a discount at the checkout.

Merchant Warehouse, 2014

How They Buy Source

The National Retail Federation predicts that parents with children in grades K-12 will spend an average of $669.28 per household on back-to-school items in 2014, up 5% from an average of $634.78 in 2013.

National Retail Federation, 2014

Predicted average spending per family with school-aged children on back-to-school items in 2014, by age bracket: 18-24, $682.66; 25-34, $822.01; 35-44, $716.78; 45-54, $694.83; 55-64, $607.68; 65+, $494.09.

National Retail Federation, 2014

According to the National Retail Federation, of those teenagers planning to spend a portion their own money on back-to-school items in 2014, the average amount was predicted to be $34.40. Among pre-teens planning to spend some of their money, the average amount was predicted to be $22.27.

National Retail Federation, 2014

Based on projections by the National Retail Federation, average amounts expected to be spent per consumer on back-to-school items in 2014, by category: Clothing and accessories (excluding shoes), $231.30; electronics or computer-related equipment (such as a home computer, laptop, handheld organizer or calculator), $212.35; shoes, $124.46; school supplies (such as notebooks, folders, pencils, backpacks and lunchboxes), $101.18.

National Retail Federation, 2014

Based on a 2014 survey of 1,000 parents with school-aged children, conducted by Offers.com, the respondents predicted their family as a whole would spend an average of $328.87 on back-to-school items.

Offers.com, 2014

A 2014 survey of just over 1,000 parents with teen chlidren, conducted by Staples, indicated they would be spending an average of $133.40 per child on back-to-school supplies.

Staples, 2014

An Offers.com survey of 1,000 parents with school-age children asked the respondents how much they planned to spend on back-to-school items in 2014: $1-$100, 32.3%; $101-$200, 31.3%; $201-$300, 20.2%; $301-$400, 6.0%; more than $400, 10.2%.

 

Offers.com, 2014

What They Buy Source

A study by the National Retail Federation, conducted prior to the 2014 school year, predicted that college students and their parents would spend $12.87 billion on electronics or computer-related equipment, $7.33 billion on clothing (excluding shoes), $5.11 billion on dorm/apartment furnishings, $3.95 billion on school supplies, $4.10 billion on shoes, and $2.50 billion on collegiate-branded gear (apparel, bumper stickers, etc.). In addition to these major categories, college students and their parents will also spend $5.49 billion on food items such as snacks and beverages, $4.12 billion on personal care items (skin care, oral care, hair care, makeup, OTC medicine, etc.), and $2.93 billion on gift cards or pre-paid cards.

National Retail Federation, 2014

Percentage of back-to-school shoppers who planned to purchase items in the following categories in 2014: School supplies (such as notebooks, folders, pencils, backpacks and lunchboxes), 92.4%; clothing and accessories (excluding shoes), 92.8%; shoes, 92.5%; electronics or computer-related equipment (such as a home computer, laptop, handheld organizer or calculator), 58.3%.

National Retail Federation, 2014

Percentage of back-to-college shoppers who planned to buy the following items in 2014: School supplies, such as notebooks, folders, pencils and backpacks, 87.0%; clothing & accessories (excluding shoes), 76.0%; personal care items, such as skin care, hair care, makeup, OTC medicine, etc., 76.7%; shoes, 71.0%; food items, such as snacks, beverages, etc., 70.7%; electronics or computer-related equipment, such as home computer, laptop, handheld organizer, cellphone, calculator, digital camera or MP3 player, 51.8%; collegiate-branded gear or supplies (apparel, bumper stickers, etc.), 51.7%; dorm or apartment furnishings like bedspreads, posters, answering machine or microwave/fridge, 44.2%; gift cards or pre-paid cards, 34.6%.

National Retail Federation, 2014

According to a 2014 survey by Offers.com, on which of the following back-to-school items (if any), are they looking for deals (more than one answer possible): Clothing, 61.2%; shoes, 54.7%; backpacks, 45.5%; computers/laptops, 14.7%; tablets, 11.8%; none, 19.0%. 

Offers.com, 2014

Based on AMD's 2014 Back-to-School Technology Usage Survey, more than half of college students plan to buy new technology before heading back to class in the fall, and one-third put a new laptop at the top of the list (beating out tablets and 2-in-1s as their computing form factor of choice).

AMD, 2014

Based on a 2014 survey of parents of teenagers, conducted by Staples, 40% of the parents say it is important for them to buy trendy products for back-to-school, while 60% are likely to purchase the hottest new patterns or assortments.

Staples, 2014

According to AMD's 2014 Back-to-School Technology Usage Survey of college-bound students, while more than half of today's students carry at least two devices with them at all times, their laptop is their most cherished piece of technology and is used in almost every aspect of their collegiate life.

AMD, 2014

Where They Buy Source

A 2014 survey conducted by the National Retail Federation asked consumers where they planned to purchase back-to-school items (more than one answer possible): Discount store, 64.4%; department store, 59.1%; clothing store, 53.8%; office supply store, 42.0%; online, 38.2%; electronics store, 27.5%; drug store, 20.5%; thrift stores/resale shops, 13.2%; catalog, 7.5%.

National Retail Federation, 2014

The 2014 National Retail Federation survey of college students and their parents asked the respondents to list their preferred shopping destinations for back-to-school merchandise (multiple answers): Discount stores, 50.5%; department stores, 46.6%; online, 44.6%; college bookstores, 41.9%; office supply stores, 36.3%; clothing stores, 34.0%; drug stores, 23.0%; electronics stores, 19.9%; home furnishings or home decor stores, 11.7%; catalogs, 11.5%; thrift stores/resale shops, 10.0%.
 

National Retail Federation, 2014

A 2014 survey conducted by HookLogic and Qriously found that 35% of back-to-school consumers plan to shop online, while 34% will shop in-store, and 33% will shop both channels. For back-to-college consumers, 38% expect to shop online, 30% plan to shop in-store, and 32% will utilize both channels.

Chain Store Age, 2014

Based on a 2014 survey of parents with school-aged children, where they expected to do most of their back-to-school shopping: In-store, 69.2%; online via computer, 17.1%; online via tablet, 6.6%; online via mobile, 4.8%; other 2.3%.

Offers.com, 2014

A 2014 Merchant Warehouse survey of more than 700 adults found that consumers are loyal to businesses they've shopped at for back-to-school items in the past, with 85% typically shopping at the same retailers year-after-year for BTS products. 

Merchant Warehouse, 2014

A 2014 study by Merchant Warehouse revealed that many consumers shop at the same stores during back-to-school and holiday shopping seasons, with 58% shopping at more than 60% of the same stores for both shopping seasons, and 81% shopping at more than 40% of the same stores during both seasons.

Merchant Warehouse, 2014

Business Trends Source

According to research by the National Retail Federation, college students and their parents were expected to spend approximately $48.40 billion on back-to-school merchandise in 2014, compared to $45.84 billion in 2013. Students and their parents were predicted to spend a combined average of $916.48 gearing up for college in 2014, up from a 2013 average of $836.83.

National Retail Federation, 2014

Estimates by the National Retail Federation projected spending during the 2014 back-to-school shopping season at approximately $26.541 billion for elementary, middle school and high school students and their parents, down from $26.718 billion in 2013.

National Retail Federation, 2014

According to a 2014 survey of parents with school-aged children (ages 6-17), conducted by the National Retail Federation, 23.8% of the study participants plan to spend more on back-to-school shopping this year, while 54.9% believe they will spend the same as the previous year, and 13.1% expect to spend less (8.1% did not do any back-to-school shopping in 2013). 

National Retail Federation, 2014

According to the National Retail Federation, projected total 2014 back-to-school spending in the following major retail segments: Clothing and accessories, $9.173 billion; Electronics or computer-related equipment, such as home computers, laptops, PDAs, or calculators, $8.421 billion; Shoes, $4.936 billion; school supplies, $4.012 billion.

National Retail Federation, 2014

Based on a 2014 National Retail Federation survey of parents with a child/dependent attending college, 23.2% expect to spend more on back-to-college shopping this year, 42.3% plan to spend the same as 2013, and 14.8% predict they will spend less (19.7% did not shop for back-to-college products last year).

National Retail Federation, 2014

Based on a National Retail Federation study, 24.1% of parents with school-aged children had kids who were required to wear school uniforms in 2014, compared to 20.2% in 2013 and 22.5% in 2012.

National Retail Federation, 2014

According to a survey by HookLogic and Qriously, 69% of back-to-school shoppers plan to spend about the same in 2014 as they did in 2013, while 19% expect to spend more, 5% will spend less, and 7% are not sure.

Chain Store Age, 2014

Misc Source

Based on a 2014 survey of college students and their parents, where college students would be living during the school year: At home, 46.8%; off-campus apartment or housing, 24.0%; dorm room or college housing, 23.9%; fraternity or sorority house, 4.3%; other, 1.0%.

National Retail Federation, 2014