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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 2013: 18-24, 24.0%; 25-34, 42.4%; 35-44, 57.1%; 45-54, 33.2%; 55-64, 12.3%; 65+, 3.7%.

National Retail Federation, 2013

Percent of adults 18+ who have children in their households that will attend the following grades in 2013 (more than one answer possible): Elementary school, 47.1%; middle school/junior high, 34.7%; high school, 44.7%.

National Retail Federation, 2013

A 2013 National Retail Federation poll indicated that 37.6% of teens planned to spend some portion of their own money on back-to-school items, in addition to 26.5% of pre-teens who also expected to contribute to their own back-to-school spending.

National Retail Federation, 2013

According to the National Retail Federation's 2013 Back-to-School survey, 10.5% of adults will have a child/dependent attending college in the fall. 

National Retail Federation, 2013

When They Buy Source

According to a 2013 survey by the National Retail Foundation, when people begin shopping for back-to-school merchandise: At least two months before school starts, 23.9%; three weeks to one month before school starts, 49.0%; 1-2 weeks before school starts, 21.8%; the week school starts, 2.8%; after school starts, 2.6%.

National Retail Federation, 2013

Seventeen states will be offering back-to-school tax-free shopping holidays in 2013, with most of them scheduled for early to mid-August.

Time, 2013

When back-to-college consumers expected to begin their shopping in 2013: At least two months before school starts, 29.8%; three weeks to one month before school starts, 34.5%; 1-2 weeks before school starts, 19.9%; the week that school starts, 4.9%; after school starts, 10.8%.
 

National Retail Federation, 2013

Why They Buy Source

Based on 2013 research by the National Retail Federation, how the economy will impact back-to-school spending plans (multiple answers): Shopping for sales more often, 49.0%; spending less overall, 30.7%; buying more store brand/generic products, 32.8%; doing more comparative shopping with ad circulars/newspapers, 34.2% using coupons more, 34.0%; doing more comparative shopping online, 36.6%; making do with last year's school items, 23.7%; shopping more online, 18.5%; cutting back on extracurricular activities or sports, 8.8%; deciding whether child will attend public or private school, 6.3%; postponing educational investments (i.e., family computer), 7.9%; back-to-school plans will not change, 19.5%. 

National Retail Federation, 2013

According to 2013 research by the National Retail Federation, how the economy will affect back-to-college purchases (multiple answers): Spending less overall, 38.9%; shopping for sales more often, 37.5%; buying more store brand/generic products, 32.0%; using coupons more, 38.9%; doing more comparative shopping online, 31.7%; doing more comparative shopping with ad circulars/newspapers, 27.1%; making do with last year's school items, 27.3%; shopping more online, 18.6%; sharing or borrowing textbooks instead of buying them, 15.0%; economy is impacting college choice (2-year/4-year, public/private, etc.), 10.7%; economy is impacting students' living situation (home/dorm, etc.), 10.1%; back-to-college plans will not change, 23.5%.

National Retail Federation, 2013

Based on a 2013 survey by the National Retail Foundation, the percentage of back-to-school spending that is a direct result of a child's influence: 0%, 11.2%; 25%, 29.2%; 50%, 31.7%; 75%, 20.3%; 100%, 7.6%.

National Retail Federation, 2013

Based on a 2013 survey by The NPD Group, change in the importance of the following reasons for buying back-to-school items: Replacement, +6%; required, +5%; child wanted it, +4%; influenced by friends, +1%; trendy/fashionable, -3%; value, -7%.

The NPD Group, 2013

How They Buy Source

The National Retail Federation predicts that parents with children in grades K-12 will spend an average of $634.78 per household on back-to-school items in 2013, down 7.8% from an average of $688.62 in 2012.

National Retail Federation, 2013

Predicted average spending per family with school-aged children on back-to-school items in 2013, by age bracket: 18-24, $616.65; 25-34, $739.47; 35-44, $709.82; 45-54, $717.14; 55-64, $560.79; 65+, $448.10.

National Retail Federation, 2013

According to the National Retail Federation, of those teenagers planning to spend a portion their own money on back-to-school items in 2013, the average amount was predicted to be $30.13. Among pre-teens planning to spend some of their money, the average amount was predicted to be $18.45.

National Retail Federation, 2013

Based on projections by the National Retail Federation, average amounts expected to be spent per consumer on back-to-school items in 2013, by category: Clothing and accessories (excluding shoes), $230.85; electronics or computer-related equipment (such as a home computer, laptop, handheld organizer or calculator), $199.05; shoes, $114.39; school supplies (such as notebooks, folders, pencils, backpacks and lunchboxes), $90.49.

National Retail Federation, 2013

According to a 2013 survey by coupon site Offers.com, 97% of parents who plan on doing back-to-school shopping are looking for deals to help them save money. When asked the items for which they are looking for deals, 85% said clothing, 80% said shoes, 68% said school supplies, and 21% said a computer/tablet.

Chain Store Age, 2013

A survey of its customers conducted by Meijer concluded that 90% of shoppers plan to spend the same or more on back-to-school shopping in 2013 as they did in 2012. Fifteen percent of parents expect students to help pay for a portion of school expenses, and nearly 30% will get help from grandparents.

Chain Store Age, 2013

Based on a 2013 survey by the International Council of Shopping Centers and Goldman Sachs, 39% of consumers expect to spend more on back-to-school items, while 45% will spend the same and 16% plan to spend less.

Chain Store Age, 2013

What They Buy Source

A study by the National Retail Federation, conducted prior to the 2013 school year, predicted that college students and their parents would spend $11.14 billion on electronics or computer-related equipment, $6.72 billion on clothing (excluding shoes), $5.74 billion on dorm/apartment furnishings, $3.45 billion on school supplies, $3.59 billion on shoes, and $2.35 billion on collegiate-branded gear (apparel, bumper stickers, etc.). In addition to these major categories, college students and their parents will also spend $5.72 billion on food items such as snacks and beverages, $3.56 billion on personal care items (skin care, oral care, hair care, makeup, OTC medicine, etc.), and $3.57 billion on gift cards or pre-paid cards.

National Retail Federation, 2013

Percentage of back-to-school shoppers who planned to purchase items in the following categories in 2013: School supplies (such as notebooks, folders, pencils, backpacks and lunchboxes), 96.2%; clothing and accessories (excluding shoes), 95.3%; shoes, 94.3%; electronics or computer-related equipment (such as a home computer, laptop, handheld organizer or calculator), 55.7%.

National Retail Federation, 2013

According to a 2013 survey by The NPD Group, predicted changes in back-to-school sales for the following categories: Apparel, +11%; footwear, +9%; calculators, +5%; apparel accessories, +4%; school bags,+4%; sports equipment, +3%; schools supplies, -5%.

The NPD Group, 2013

Percentage of back-to-college shoppers who planned to buy the following items in 2013: School supplies, such as notebooks, folders, pencils and backpacks, 81.2%; clothing & accessories (excluding shoes), 72.8%; personal care items, such as skin care, hair care, makeup, OTC medicine, etc., 69.8%; shoes, 69.0%; food items, such as snacks, beverages, etc., 67.1%; 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.), 51.3%; dorm or apartment furnishings like bedspreads, posters, answering machine or microwave/fridge, 42.0%; gift cards or pre-paid cards, 37.2%.

National Retail Federation, 2013

A survey by Meijer indicated an increased emphasis on spending for electronics, apparel, art supplies, licensed products, neon accessories and light-up products for the 2013 school year.

 

Chain Store Age, 2013

According to a 2013 survey by the International Council of Shopping Centers and Goldman Sachs, the number one item that consumers need for the coming school year is school supplies (89%), followed by apparel (79%).

 

Chain Store Age, 2013

Where They Buy Source

A 2013 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, 67.1%; department store, 61.7%; clothing store, 51.5%; office supply store, 40.6%; online, 37.3%; electronics store, 25.9%; drug store, 19.6%; thrift stores/resale shops, 13.7%; catalog, 8.0%.

National Retail Federation, 2013

The 2013 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, 48.3%; department stores, 42.7%; college bookstores, 39.3%; office supply stores, 33.3%; online, 37.1%; clothing stores, 30.8%; drug stores, 18.5%; electronics stores, 20.4%; home furnishings or home decor stores, 17.2%; catalogs, 12.2%; thrift stores/resale shops, 14.2%.
 

National Retail Federation, 2013

The NPD Group predicts a 4% increase in back-to-school shopping at department stores and online overall in 2013, along with a 3% gain for apparel specialty stores. The NPD study also forecasts a 4% decline in back-to-school shopping at national chains, and an 8% drop for mass merchants.

The NPD Group, 2013

Based on a 2013 survey by coupon site Offers.com, 78% of back-to-school shoppers plan to shop in-store, as opposed to online (online shopping will be more popular with single parents than married parents).

Chain Store Age, 2013

Business Trends Source

According to research by the National Retail Federation, college students and their parents were expected to spend approximately $45.84 billion on back-to-school merchandise in 2013, compared to $53.45 billion in 2012. Students and their parents were predicted to spend a combined average of $836.83 gearing up for college in 2013, down from a 2012 average of $907.22.

National Retail Federation, 2013

Estimates by the National Retail Federation projected spending during the 2013 back-to-school shopping season at approximately $26.718 billion for elementary, middle school and high school students and their parents, down from $30.312 billion in 2012.

National Retail Federation, 2013

According to the National Retail Federation, projected total 2013 back-to-school spending in the following major retail segments: Clothing and accessories, $9.716 billion; Electronics or computer-related equipment, such as home computers, laptops, PDAs, or calculators, $8.378 billion; Shoes, $4.815 billion; school supplies, $3.809 billion.

National Retail Federation, 2013

According to the National Retail Federation's 2013 Back-to-School Survey, 80.5% of back-to-school shoppers (elementary through high school) and 76.5% of back-to-college consumers have made some changes in their spending plans as a result of the economy.

National Retail Federation, 2013

Based on a National Retail Federation study, 20.2% of parents with school-aged children had kids who were required to wear school uniforms in 2013, compared to 22.5% in 2012 and 18.4% in 2011.

National Retail Federation, 2013

Misc Source

Based on a 2013 survey of college students and their parents, where college students would be living during the school year: At home, 47.7%; off-campus apartment or housing, 24.0%; dorm room or college housing, 22.5%; fraternity or sorority house, 4.0%; other, 1.7%.

National Retail Federation, 2013