Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Anticipated spending on BTS shopping
- Decreasing anticipated spending in 2013 likely led to shopping at earlier start
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- Figure 1: Anticipated spending by consumers on BTS items, at current prices, 2008-13
- Clothing and accessories top the list for anticipated BTS expenditures
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- Figure 2: Share of total anticipated spending by consumers on BTS items, by segment, at current prices, 2012 and 2013
- Market drivers
- Low anticipated BTS spending likely to follow decreased consumer confidence
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- Figure 3: University of Michigan’s index of consumer sentiment, Jan 2008-Nov 2013
- Diversity of young shoppers requires a unique marketing approach
- Dads also partake in BTS shopping
- Retail channels
- Mass merchandisers the most prominent BTS shopping channel
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- Figure 4: Retailers and channels shopped for BTS items, November 2013
- The BTS consumers
- Children key factor to BTS shopping, especially for moms
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- Figure 5: BTS shopping companions, by gender, November 2013
- Women avid print couponers; Millennials eager to use digital coupons
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- Figure 6: Attitudes toward money-saving strategies in BTS shopping (any agree and strongly agree), by gender, November 2013
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- Figure 7: The use of printed versus digital BTS shopping promotional coupons for an in-store purchase, by generation and parental status, November 2013
- Millennial dads take advantage of credit cards and layaways to spread BTS expenses
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- Figure 8: Strategies for dealing with expenses of BTS shopping, by generation and parental status, November 2013
- In-store promotions dominate BTS shopping for female shoppers; Millennial parents receptive to online ads
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- Figure 9: Attitudes toward BTS online and in-store promotions (any agree), by gender and age, November 2013
- Millennial parents likely to visit more stores for BTS shopping
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- Figure 10: Influential factors in BTS shopping, by gender and age, November 2013
- Millennial dads stress the importance for children having the “right” school supplies/electronics, and desire for fashionable kids
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- Figure 11: Attitudes toward school supplies/electronics, fashions, and TV/online advertisements on BTS shopping, by generation and parental status, November 2013
- Most shoppers research for deals, and likely to start and complete BTS shopping early
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- Figure 12: Research, initiation, and completion for BTS shopping by product category, November 2013
- In-store shopping contributes significantly to BTS spending; only few “showroom”
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- Figure 13: Path to purchase for BTS, (online versus in-store), by gender and age, November 2013
- Women seek loyalty/rewards; men value in-store assistance
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- Figure 14: Attitudes toward improvements in BTS shopping experiences (strongly agree), by gender, November 2013
- Social media useful to men when researching BTS shopping
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- Figure 15: Attitudes toward social media engagement in BTS shopping (any agree), by gender, November 2013
- Hispanic shoppers’ attitudes toward BTS
- What we think
Issues and Insights
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- How can retailers combat lingering price sensitivity?
- The issues
- The implications
- How do divergent generational shopping behaviors affect BTS marketing?
- The issues
- The implications
- Turning “showrooming” into BTS big-ticket purchases
- The issues
- The implications
Trend Applications
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- Inspire Trend: Return to the Experts
- Inspire Trend: Experience Is All
- Mintel Futures: Access Anything, Anywhere
Anticipated Spending on BTS Shopping
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- Key points
- Lingering economic concerns result in meager total BTS anticipated spending in 2013
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- Figure 16: Anticipated spending on back-to-school items, at current prices, 2008-13
- Segment spend
- Overview: Clothing and school supplies pick up market share
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- Figure 17: Share of total anticipated spending on back-to-school items, by segment, 2008-13
- Clothing/accessories
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- Figure 18: Anticipated back-to-school spending on clothing and accessories, at current prices, 2008-13
- Computers and electronics
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- Figure 19: Anticipated back-to-school spending on computers and electronics, at current prices, 2008-13
- School supplies
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- Figure 20: Anticipated back-to-school spending on school supplies, at current prices, 2008-13
- Footwear
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- Figure 21: Anticipated back-to-school spending on shoes, at current prices, 2008-13
Market Drivers
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- Key points
- Declines in anticipated BTS spending likely to follow decreased consumer confidence
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- Figure 22: University of Michigan’s index of consumer sentiment and unemployment, Jan 2008-Nov 2013
- No significant change in numbers of 6-17-year-olds through 2019
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- Figure 23: US population, by age, 2009-19
- Enrollment rate among school-aged children on the rise
- Diversity of young shoppers requires a unique marketing approach
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- Figure 24: Presence and ages of children in US households, by Hispanic origin, 2014
- Figure 25: Hispanic population, by age, 2009-19
- Children aware of fashion early in life
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- Figure 26: Kids’ attitudes toward fashion, by school grades, May 2012-June 2013
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- Figure 27: Teens’ attitudes toward fashion, by school grades, May 2012-June 2013
- Dads also partake in BTS shopping
Retail Channels
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- Key points
- Shoppers use various retail channels for BTS needs
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- Figure 28: Anticipated retail channels for purchasing back-to-school items, 2008-13
- Mass merchandisers are preeminent BTS shopping channel
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- Figure 29: Retailers and channels shopped for back-to-school items, November 2013
Innovations and Innovators
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- Office Depot’s continued commitment to enriching its mobile platform
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- Figure 30: Office Depot, One Direction augmented-reality technology, July 2013
- Kohl’s BTS sweepstakes mobile campaign, a partnership with Staples, with text as a communication channel
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- Figure 31: Kohl’s, “Win Great Things” sweepstakes, Aug. 4-Sept. 2, 2013
- American Eagle Outfitter creates brand advocates
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- Figure 32: American Eagle Outfitter, “Live Your Life” back-to-school online campaign, July 2013
- Teen Vogue’s all-access pass for back-to-school
- HP print-at-home photo projects
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- Figure 33: Hewlett Packard, TwoSmiles, 2013
Marketing Strategies
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- The essence of fashion
- Strategy: Combining parental music with children’s sense of fashion style
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- Figure 34: Target, “Flex Arm Hang – Back to School” TV ad, July 2013
- Strategy: Leveraging the cool factor in school supplies
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- Figure 35: Office Depot, “Where’d you get that,” “Save on Back To School Supplies at Office Depot” TV ad, July 2013
- Offering solutions to child development and social causes
- Strategy: Leveraging social marketing on anti-bullying behavior
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- Figure 36: Office Depot “Live. Love. Move” online promotion, July 2013
- Strategy: Emphasizing health and good hygienic habits
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- Figure 37: Lysol®, “Lysol® Healthy Habits Program in School” TV ad, July 2013
- Strategy: Promoting healthier students
- Children’s and parents’ influences and roles in BTS shopping
- Strategy: Guiding parents how to shop for BTS
- Strategy: Appealing to young demographics with sponsorships and endorsements
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- Figure 38: Kohl’s Candie’s loyalty email promotion, “new, fun and flirty,” July 2013
- Strategy: Evoking nostalgia with game and music
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- Figure 39: Kmart, “Kmart Back To School Layaway – Yo Mama” TV ad, July 2013
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- Figure 40: Kmart, “Kmart Presents: ‘My Limo’ by Da Rich Kidzz” TV ad, July 2013
- Stimulating money-saving tactics
- Strategy: Boosting early shopping and stressing rewards on loyalty
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- Figure 41: Staples, “Everything they need. #StaplesHasIt” TV ad, July 2013
- Strategy: Highlighting bountiful deals for technological school supplies
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- Figure 42: Toshiba, “Back-to-School Deals Starts Now! Big Savings, Free Gifts & More!” email promotion, July 2013
- Strategy: Credit card companies form key partnerships for the BTS shopping season
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- Figure 43: Amazon and ThankYou Citi Rewards, “get the gear that makes the grade” loyalty mailing promotion, August 2013
- Figure 44: Discover credit card “shop smart with back-to-school savings” loyalty email promotion, September 2013
- Strategy: Email promotions for loyalty card holders
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- Figure 45: Kohl’s, “Extra 25% Off + Last Day to Shop Extra Extra Specials!” loyalty email promotion, July 2013
Social Media – Back-to-School Shopping
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- Key points
- Key social media metrics
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- Figure 46: Key performance indicators, Dec. 16, 2012-Dec. 15, 2013
- Market overview
- Brand usage and awareness
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- Figure 47: Brand usage and awareness of back-to-school retailers, November 2013
- Interaction with brands
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- Figure 48: Interaction with back-to-school retailers, November 2013
- Online conversations
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- Figure 49: Online mentions, selected back-to-school retailers, Dec. 16, 2012-Dec. 15, 2013
- Where are people talking about back-to-school retailers?
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- Figure 50: Mentions, by page type, selected back-to-school retailers, Dec. 16, 2012-Dec. 15, 2013
- What are people talking about online?
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- Figure 51: Mentions by topic of conversation, selected back-to-school retailers, Dec. 16, 2012-Dec. 15, 2013
- Brand analysis
- Walmart
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- Figure 52: Walmart key social media indicators, December 2013
- Target
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- Figure 53: Target key social media indicators, December 2013
- Amazon.com
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- Figure 54: Amazon.com key social media indicators, December 2013
- Macy’s
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- Figure 55: Macy’s key social media indicators, December 2013
- JCPenney
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- Figure 56: JCPenney key social media indicators, December 2013
- Kmart
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- Figure 57: Kmart key social media indicators, December 2013
Influential Factors in BTS Shopping
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- Key points
- Children are key factors in BTS purchases
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- Figure 58: Influential factors in back-to-school shopping, by gender, November 2013
- Younger parents aged 18-34 particularly likely to visit more stores
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- Figure 59: Influential factors in back-to-school shopping, by gender and age, November 2013
- School supplies, electronics, and fashion
- Millennial dads most likely believe the “right” school supplies and electronics as essential
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- Figure 60: Attitudes toward school supplies/electronics and the influence of TV/online advertisements, by generation and parental status, November 2013
- Affluence correlates with online advertisement and BTS supplies purchases
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- Figure 61: Attitudes toward school supplies/electronics and the influence of TV/online advertisements, by household income, November 2013
- Being fashionable most likely valued by Millennial parents
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- Figure 62: Influence of fashion in back-to-school shopping, by generation and parental status, November 2013
- Lower-income parents more concerned about unfashionable kids being teased
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- Figure 63: Influence of fashion in back-to-school shopping, by household income, November 2013
BTS Shopping Money-Saving Strategies
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- Key points
- Saving Strategies in BTS Shopping
- Coupon use is most popular money-saving technique for BTS; half likely to shop late or wait until after BTS season ends
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- Figure 64: Attitudes toward money-saving strategies for back-to-school shopping, November 2013
- Moms/female guardians main proponents of BTS coupons
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- Figure 65: Attitudes toward money-saving strategies for BTS shopping (any agree and strongly agree), by gender, November 2013
- Older parents less likely to postpone BTS purchases
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- Figure 66: Attitudes toward money-saving strategies for BTS shopping (any agree), by age, November 2013
- Low-income parents keen to use coupons and to spread BTS purchases throughout a school season
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- Figure 67: Attitudes toward money-saving strategies for BTS shopping (any agree and strongly agree), by household income, November 2013
- Strategies for dealing with expenses of BTS shopping
- Printed coupons usage most popular saving method; online coupons on the rise
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- Figure 68: Strategies for dealing with the expenses of BTS shopping, November 2013
- Credit cards and layaway BTS shopping particularly used by Millennial dads
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- Figure 69: Strategies for dealing with the expenses of BTS shopping, by gender and age, November 2013
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- Figure 70: Strategies for dealing with the expenses of BTS shopping, by generation and parental status, November 2013
BTS Online and In-Store Promotions
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- Key points
- Attitudes toward BTS online and in-store promotions
- In-store promotions dominate BTS shopping, but necessitated by online advertisements
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- Figure 71: Attitudes toward back-to-school online and in-store promotions, November 2013
- Women more receptive than men to in-store advertising and promotions
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- Figure 72: Attitudes toward back-to-school online and in-store promotions (any agree), by gender, November 2013
- Younger parents most likely to notice online ads and promotions
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- Figure 73: Attitudes toward back-to-school online and in-store promotions (any agree), by age, November 2013
- Usage of BTS promotional coupons
- Female shoppers most receptive to print coupons; men eager to use digital coupons
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- Figure 74: Usage of promotional coupons for an in-store purchase back-to-school shopping, by gender, November 2013
- Tech-savvy Millennials are enthusiastic digital coupon users
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- Figure 75: Usage of promotional coupons for an in-store purchase back-to-school shopping, by generation and parental status, November 2013
- Affluent shoppers biggest coupon users
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- Figure 76: Usage of promotional coupons for an in-store purchase back-to-school shopping, by household income, November 2013
Attitudes Toward Improvements in BTS Shopping Experience
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- Key points
- Rewards and free shipping key in enhancing BTS shopping experiences
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- Figure 77: Attitudes toward improvements in BTS shopping experiences, November 2013
- Women look for rewards; men seek in-store assistance in selecting BTS purchases
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- Figure 78: Improvements sought in the BTS shopping experience (strongly agree), by gender, November 2013
- Low-income shoppers particularly receptive to BTS perks; free shipping essential for $50K-74.9K earners
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- Figure 79: Improvements sought in the BTS shopping experience (strongly agree), by household income, November 2013
Attitudes Toward Social Media Engagement in BTS Shopping
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- Key points
- Using social media to promote BTS items
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- Figure 80: Attitudes toward social media engagement in back-to-school shopping, November 2013
- Social media an essential marketing strategy when targeting Millennials
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- Figure 81: Attitudes toward social media engagement in BTS shopping (any agree), by generation, November 2013
- Men avid users of social media when conducting BTS shopping research
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- Figure 82: Attitudes toward social media engagement in BTS shopping (any agree), by gender, November 2013
BTS Shopping Companions
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- Key points
- Children most likely to accompany parents to shop for BTS items
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- Figure 83: BTS shopping companions, by gender and age, November 2013
- Children of all grades accompany parents on BTS shopping
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- Figure 84: BTS shopping companions, by grade level, November 2013
BTS Shopping Activities, Purchases, and Retailers
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- Key points
- Research, initiation, and completion for BTS shopping
- Most BTS shopping activity started and completed before school begins
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- Figure 85: Research, initiation, and completion for back-to-school shopping, by product category, November 2013
- Affluent shoppers research, complete shopping for electronics prior to start of school
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- Figure 86: Research and initiation for BTS shopping, by product category, by household income, November 2013
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- Figure 87: When BTS shopping is completed, by product category, by household income, November 2013
- Retailers and channels shopped for BTS items
- Mass merchandisers the biggest BTS retail channel
- Younger shoppers prioritize value in a BTS retailer/channel
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- Figure 88: Retailers and channels shopped for BTS items, by gender and age, November 2013
- Value is in shoppers’ mindset, regardless of income
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- Figure 89: Retailers and channels shopped for BTS items, by household income, November 2013
- BTS purchase process: online vs. in-store
- Online/in-store browsing mostly leads to purchase at brick-and-mortar stores
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- Figure 90: Path to purchase for BTS online versus in-store shopping, by retail channel, November 2013
- Most men browse and purchase BTS items in-store, though a few showroom
- Tech-savvy young shoppers likely to make major purchases in-store
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- Figure 91: Path to purchase for BTS shopping (online versus in-store), by gender and age, November 2013
Hispanics vs. Non-Hispanics
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- Key points
- Hispanics most likely social shoppers
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- Figure 92: BTS shopping companions, by Hispanic origin, November 2013
- Social media and online promotions for Hispanic consumers
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- Figure 93: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, by Hispanic origin, November 2013
- Hispanics likelier than average to pick BTS shopping destination from friends, family
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- Figure 94: Influential factors in BTS shopping, by Hispanic origin, November 2013
Cluster Analysis
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- Figure 95: Target clusters, November 2013
- Apathetic BTS Shoppers
- Demographics
- Characteristics
- Opportunity
- Savvy and Prudent BTS Shoppers
- Demographics
- Characteristics
- Opportunity
- Impartial BTS Shoppers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 96: Target clusters, November 2013
- Figure 97: BTS shopping companions, by target clusters, November 2013
- Figure 98: Preferred retail channels for BTS shopping, by retail channel, by target clusters, November 2013
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- Figure 99: Path to purchase for BTS, online versus in-store by retail channel, by target clusters, November 2013
- Figure 100: Purchase process for shopping back-to-school supplies, electronics, and apparel/shoes/accessories, by target clusters, November 2013
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- Figure 101: Purchase process for shopping BTS supplies, electronics, and apparel/shoes/accessories (before school starting), by target clusters, November 2013
- Figure 102: Purchase process for shopping BTS supplies, electronics, and apparel/shoes/accessories (one month/less before school starting), by target clusters, November 2013
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- Figure 103: Strategies for dealing with expenses of BTS shopping, by target clusters, November 2013
- Figure 104: Influential factors in BTS shopping, by target clusters, November 2013
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- Figure 105: Attitudes toward money-saving strategies, social media engagement, online and in-store promotions, and improvement in BTS shopping experience, by target clusters, November 2013
- Cluster demographic tables
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- Figure 106: Target clusters, by gender, November 2013
- Figure 107: Target clusters, by age, November 2013
- Figure 108: Target clusters, by household income, November 2013
- Figure 109: Target clusters, by race/Hispanic origin, November 2013
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- Figure 110: Target clusters, by parents with children and age, November 2013
- Figure 111: Target clusters, grade level of children, November 2013
- Figure 112: Target clusters, by BTS shopping companions, November 2013
- Figure 113: Target clusters, by demographic, November 2013
- Cluster methodology
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Appendix – Other Useful Consumer Tables
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- Demographic characteristics of parents with school-aged children
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- Figure 114: Demographic characteristics of parents with school-aged children, by grade level of children, November 2013
- BTS shopping companions
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- Figure 115: BTS shopping companions, by gender, November 2013
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- Figure 116: BTS shopping companions, by age, November 2013
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- Figure 117: BTS shopping companions, by region, November 2013
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- Figure 118: BTS shopping companions, by millennial parents, November 2013
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- Figure 119: BTS shopping companions, by Generation X parents, November 2013
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- Figure 120: BTS shopping companions, by parents with children and age, November 2013
- Preferred retail channels
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- Figure 121: Retailers and channels shopped for BTS shopping, by gender, November 2013
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- Figure 122: Retailers and channels shopped for BTS shopping, by age, November 2013
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- Figure 123: Retailers and channels shopped for BTS shopping, by household income, November 2013
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- Figure 124: Retailers and channels shopped for BTS shopping, by Hispanic origin, November 2013
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- Figure 125: Retailers and channels shopped for BTS shopping, by region, November 2013
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- Figure 126: Retailers and channels shopped for BTS shopping, by generation, November 2013
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- Figure 127: Retailers and channels shopped for BTS shopping, by millennial parents, November 2013
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- Figure 128: Retailers and channels shopped for BTS shopping, by parents with children and age, November 2013
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- Figure 129: Retailers and channels shopped for BTS shopping, by BTS shopping companions, November 2013
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- Figure 130: Retailers and channels shopped for BTS shopping, by initializing BTS shopping (before school starts), November 2013
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- Figure 131: Retailers and channels shopped for BTS shopping, by completing BTS shopping (before school starts), November 2013
- Path to purchase – BTS shopping online versus in-store
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- Figure 132: Path to purchase for BTS shopping by retail channel – online versus in-store, by gender, November 2013
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- Figure 133: Path to purchase for BTS shopping by retail channel – online versus in-store, by age, November 2013
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- Figure 134: Path to purchase for BTS shopping by retail channel – online versus in-store, by household income, November 2013
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- Figure 135: Path to purchase for BTS shopping by retail channel – online versus in-store, by Hispanic origin, November 2013
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- Figure 136: Path to purchase for BTS shopping by retail channel – online versus in-store, by region, November 2013
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- Figure 137: Path to purchase for BTS shopping by retail channel – online versus in-store, by generation, November 2013
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- Figure 138: Path to purchase for BTS shopping by retail channel – online versus in-store, by millennial parents, November 2013
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- Figure 139: Path to purchase for BTS shopping by retail channel – online versus in-store, by Generation X parents, November 2013
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- Figure 140: Path to purchase for BTS shopping by retail channel – online versus in-store, by parents with children and age, November 2013
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- Figure 141: Path to purchase for BTS shopping by retail channel – online versus in-store, by BTS shopping companions, November 2013
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- Figure 142: Path to purchase for BTS shopping (online versus in-store), by grade level of children, November 2013
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- Figure 143: Path to purchase for BTS shopping by retail channel – online versus in-store, by initializing back-to-school shopping before school starting, by supplies, electronics, and apparel, November 2013
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- Figure 144: Path to purchase for BTS shopping by retail channel – online versus in-store, by completing back-to-school shopping before school starting, by supplies, electronics, apparel, November 2013
- Path to purchase – BTS shopping at Walmart
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- Figure 145: Path to purchase for BTS shopping (online versus in-store) at Walmart, by gender, November 2013
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- Figure 146: Path to purchase for BTS shopping (online versus in-store) at Walmart, by age, November 2013
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- Figure 147: Path to purchase for BTS shopping (online versus in-store) at Walmart, by household income, November 2013
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- Figure 148: Path to purchase for BTS shopping (online versus in-store) at Walmart, by Hispanic origin, November 2013
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- Figure 149: Path to purchase for BTS shopping (online versus in-store) at Walmart, by region, November 2013
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- Figure 150: Path to purchase for BTS shopping (online versus in-store) at Walmart, by generation, November 2013
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- Figure 151: Path to purchase for BTS shopping (online versus in-store) at Walmart, by millennial parents, November 2013
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- Figure 152: Path to purchase for BTS shopping (online versus in-store) at Walmart, by parents with children and age, November 2013
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- Figure 153: Path to purchase for BTS shopping (online versus in-store) at Walmart, by grade level of children, November 2013
- Path to purchase – BTS shopping at Target
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- Figure 154: Path to purchase for BTS shopping (online versus in-store) at Target, by gender, November 2013
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- Figure 155: Path to purchase for BTS shopping (online versus in-store) at Target, by age, November 2013
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- Figure 156: Path to purchase for BTS shopping (online versus in-store) at Target, by generation, November 2013
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- Figure 157: Path to purchase for BTS shopping (online versus in-store) at Target, by parents with children and age, November 2013
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- Figure 158: Path to purchase for BTS shopping (online versus in-store) at Target, grade level of children, November 2013
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- Figure 159: Path to purchase for BTS shopping (online versus in-store) at Target, by BTS shopping companions, November 2013
- Strategies for dealing with expenses of BTS shopping
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- Figure 160: Strategies for dealing with expenses of BTS shopping, by gender, November 2013
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- Figure 161: Strategies for dealing with expenses of BTS shopping, by age, November 2013
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- Figure 162: Strategies for dealing with expenses of BTS shopping, by household income, November 2013
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- Figure 163: Strategies for dealing with expenses of BTS shopping, by Hispanic origin, November 2013
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- Figure 164: Strategies for dealing with expenses of BTS shopping, by region, November 2013
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- Figure 165: Strategies for dealing with expenses of BTS shopping, by parents with children and age, November 2013
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- Figure 166: Strategies for dealing with expenses of BTS shopping, by grade level of children, November 2013
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- Figure 167: Strategies for dealing with expenses of BTS shopping, by BTS shopping companions, November 2013
- Influential factors in back-to-school shopping
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- Figure 168: Influential factors in back-to-school shopping, by gender, November 2013
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- Figure 169: Influential factors in back-to-school shopping, by age, November 2013
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- Figure 170: Influential factors in back-to-school shopping, by household income, November 2013
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- Figure 171: Influential factors in back-to-school shopping, by Hispanic origin, November 2013
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- Figure 172: Influential factors in back-to-school shopping, by region, November 2013
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- Figure 173: Influential factors in back-to-school shopping, by generation, November 2013
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- Figure 174: Influential factors in back-to-school shopping, by millennial parents, November 2013
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- Figure 175: Influential factors in back-to-school shopping, by Generation X parents, November 2013
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- Figure 176: Influential factors in back-to-school shopping, by parents with children and age, November 2013
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- Figure 177: Influential factors in back-to-school shopping, by BTS shopping companions, November 2013
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- Figure 178: Influential factors in back-to-school shopping, by select strategies for dealing with expenses for BTS shopping, November 2013 (part 1)
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- Figure 179: Influential factors in back-to-school shopping, by select strategies for dealing with expenses for BTS shopping, November 2013 (part 2)
- Attitudes toward money-saving strategies, social media engagement, online and in-store promotions, and improvements in BTS shopping experience
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- Figure 180: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, November 2013
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- Figure 181: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, by gender, November 2013
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- Figure 182: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, by age, November 2013
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- Figure 183: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, by household income, November 2013
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- Figure 184: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, by Hispanic origin, November 2013
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- Figure 185: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, by parents with children and age, November 2013
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- Figure 186: Attitudes toward money-saving strategies, social media engagement, online/in-store promotions, and improvements in BTS shopping experience, by BTS shopping companions, November 2013
Appendix – Social Media
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- Brand usage or awareness
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- Figure 187: Brand usage or awareness, November 2013
- Figure 188: Walmart usage or awareness, by demographics, November 2013
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- Figure 189: Target usage or awareness, by demographics, November 2013
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- Figure 190: Kmart usage or awareness, by demographics, November 2013
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- Figure 191: Macy’s usage or awareness, by demographics, November 2013
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- Figure 192: Amazon.com usage or awareness, by demographics, November 2013
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- Figure 193: JCPenney usage or awareness, by demographics, November 2013
- Activities done
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- Figure 194: Activities done, November 2013
- Figure 195: Walmart – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
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- Figure 196: Walmart – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
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- Figure 197: Walmart – Activities done – I follow/like the brand on social media because, by demographics, November 2013
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- Figure 198: Walmart – Activities done – I have researched the brand on social media to, by demographics, November 2013
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- Figure 199: Target – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
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- Figure 200: Target – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
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- Figure 201: Target – Activities done – I follow/like the brand on social media because, by demographics, November 2013
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- Figure 202: Target – Activities done – I have researched the brand on social media to, by demographics, November 2013
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- Figure 203: Kmart – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
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- Figure 204: Kmart – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
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- Figure 205: Kmart – Activities done – I have researched the brand on social media to, by demographics, November 2013
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- Figure 206: Macy's – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
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- Figure 207: Amazon.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
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- Figure 208: Amazon.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
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- Figure 209: Amazon.com – Activities done – I follow/like the brand on social media because, by demographics, November 2013
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- Figure 210: Amazon.com – Activities done – I have researched the brand on social media to, by demographics, November 2013
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- Figure 211: JCPenney – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
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- Figure 212: JCPenney – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
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- Figure 213: JCPenney – Activities done – I have researched the brand on social media to, by demographics, November 2013
- Online conversations
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- Figure 214: Online mentions, selected back-to-school retailers, Dec. 16, 2012-Dec. 15, 2013
Appendix – Trade Associations
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