School may be out for kids, but back-to-school marketing is in full swing for brands.
If last year’s numbers are any indication, more back-to-school shopping activity this time around will be happening via digital channels.
1. Approximately 48 percent start shopping online in preparation for school three to four weeks prior to the first day of school, and about 31 percent do so two months prior.
2. "Back to school," "school supplies," "school shopping," and "back to school sales" were the top search terms last year, respectively.
3. Back-to-school spending reached $72.5 billion in 2013. While 2013 was down compared with 2012, recent economic growth and rising consumer confidence are reasons for optimism in 2014.
4. Families with school-age children spent an average $634.78 on apparel, shoes, supplies, and electronics in 2013, down from $688.62 in 2012.
5. More than $3 of every $5 aimed at back-to-school clothes and supplies is spent on college-bound students, with online shoppers spending 37 percent as these consumers mature and shell out more than $1,100 per family.
6. Twenty-seven percent of businesses start back-to-school marketing activities in May.
7. Data shows that Americans began consuming back-to-school content as early as June last year.
8. Thirty-seven percent of back-to-school shoppers conduct research and shop online.
9. The influence of smartphones on back-to-school sales was up significantly in 2013, with 78 percent of smartphone owners using their devices for back-to-school shopping, up from 65 percent in 2012.
10. During back-to-school 2013, competitive pricing was the top mobile incentive, with 66 percent of shoppers planning to use their smartphones to obtain price information and 60 percent to obtain discounts, coupons, or sale information–up 15 percentage points from 2012.
11. Among top back-to-school shopping destinations in 2013, 36 percent of consumers shopped online last year, moving the Internet to the No. 3 destination behind discount and office supply/technology stores, a significant jump from the No. 8 position in 2012.
12. The Internet also shot up on consumers’ list of sources for information about back-to-school items, trumping all other sources and knocking television out of the No.1 spot. More than half (55 percent) of parents expect to head online, up 22 percentage points from last year.
13. Fifty percent of parents buy only what their kids absolutely need before the new school year. They then shift the rest of their purchasing to the holiday season, when they can get the best deals.
14. Forty-two percent of moms said half of their back-to-school spending is influenced by their children. Another 29 percent said three-quarters of their spending is influenced by their children.
15. Eighty-three percent of back-to-school mom shoppers in 2013 said they would spend $100 to $200 on school supplies.