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Culture Documents
In-store prevails, especially among parents, but shoppers seize digital opportunities
• Parents are most likely to shop in store for all categories; students lean online except for clothing and housewares
• ~25% of shoppers are undecided as to whether they will shop online or in store and might be influenced
• Social media plays a particularly significant role in shopping by students—40% of whom rely on it for guidance
• Use of digital payments among both parents and students is up 40% since 2016
• 45% of students would take advantage of scan-as-you-shop mobile apps to avoid lengthy checkout
Students prioritize experiences and look for savvy ways to save on purchases
• Freshmen incur college startup costs that prompt them to spend more than students in other class years
• Experiences, like socializing and attending cultural and sporting events, are a budget priority for the majority of
students, three quarters of whom will look for ways to economize on other purchases
• Students are budget savvy and tend to shop later in the season than their parents
Copyright © 2017 Deloitte Development LLC. All rights reserved. 2017 back-to-college survey 2
Back-to-college (B2C) shopping season to reach $46B and
account for 60% of annual college-related purchases in 2017
Source: U.S. Current Population Survey (CPS) 2016; National Center for Education Statistics (NCES) 2015; Deloitte survey
* Post-secondary Title IV educational institutions
Note: Parent survey sample size (N) = 1,025; Student survey sample size (N) = 1,025.
Copyright © 2017 Deloitte Development LLC. All rights reserved. 2017 back-to-college survey 3
While back-to-college spending is expected to remain flat to last
year, it is massive at nearly two-thirds of seasonal spend
2016 2017
$26.0 B $26.8 B
$45.8 B
$46.5 B
$72.5 B $72.6 B
Back-to-school spend Back-to-college spend Back-to-school spend Back-to-college spend
Copyright © 2017 Deloitte Development LLC. All rights reserved. 2017 back-to-college survey 4
Spend by parents is expected to remain flat at $1,347 in 2017
compared to $1,345 in 2016
$1,347 Northeast
20% $1,326
West Midwest
20% $1,195
21% $1,501
South
39% $1,373
$1,051 Northeast
20% $994
West Midwest
20% $1,041
22% $1,059
South
39% $1,083
Parents Students
Traditional department stores 34% -17%* Fast fashion apparel retailers 43% +20%*
Office supply/technology stores 34% Bookstores (Off-campus) 41%
Source: Deloitte survey Parents sample (N) = 1,025; Students sample (N) = 1,025.
# Multi-select question; * 2017 vs. 2016 (YoY) % change in shoppers format preference
Copyright © 2017 Deloitte Development LLC. All rights reserved. 2017 back-to-college survey 9
Parents heed student preferences when they shop
Two out of three say that more than half of their B2C spending is influenced by the student
~68%
35%
33%
22%
7%
2%
Parent vs. student opinion: “Student contribution to total back-to-college shopping budget”
3%
57%
100% of students plan to contribute
21%
more than half of budget
5%
76- 99%
17% 21%
of parents expect their kids to
9% contribute more than half of
51-75%
15% budget
17%
26-50%
19%
23%
11-25%
13%
23%
1-10%
8%
16%
0%
3%
Parents Students
Parents Students
Which of the following best describes your approach for Which of the following best describes your approach for
back-to-college shopping? back-to-college shopping?
My student(s) set the budget and we I discuss budgeting and shop with my
shop together 10% parent(s) 26%
My student(s) set the budget and shop I discuss budgeting with my parent(s),
on their own 8% but shop alone 20%
I decide on the budget, my student My parents set the budget and shop
shops alone 7% with me 4%
I discuss budgeting with my My parents set the budget and shop for
student(s), but shop alone 3% me 0%
Parents Spending by
Spending bychannel
channel Students
Online
Undecided*
$353 26%
? 24% $254
40%
In-store 29%
21%
41%
27%
43%
$657
$648 $505 $314
28%
32% 38%
Online
$338
Dorm furniture Clothing & accessories Household appliances
24% 23%
27% 65%
59%
55%
Undecided*
*Undecided (In-store/Online)
34% 34%
21% 36% 25%
In-store 27%
$431
$437 $379 $290
43%
Online 39% 41%
$365
Dorm furniture Clothing & accessories Household appliances
Undecided*
$250 $192 $173
$254
?
26%
24%
20%
*Undecided (In-store/Online)
“Please indicate your level of agreement with the following statements (% who agree or somewhat agree)”*
Smartphones n = 719
44% n = 451
70%
Get price information 69% 70% Find a store location
Tablet
22% n = 228 n = 173
17%
Access a retailer's website 75% 66% Get product information
Copyright © 2017 Deloitte LLP. All rights reserved. 2017 back-to-college survey 17
Use of social media is high among students who are more likely
to post/view virtual image boards and watch video than parents
“Do you plan to use social media “With regard to your back-to-college shopping, how “Do you plan to use social media sites
sites to assist in your back-to- do you plan to use social media sites? #” to assist in your back-to-college
college shopping?” shopping?”
65%
To read reviews/recommendations
60%
64%
To browse products
57%
63%
To receive a coupon
40% 59%
18%
To visit retailers' pages on social 29%
networking sites 34%
25%
To watch a retail/product video
23%
“Which of the following payment methods will you likely use for your back-to-college purchases?”
Parents Students
8% Gift card 17%
1% Other 1%
I would increase my online spending due to a sales tax reduction/holiday I would NOT complete my shopping and check out*
I would increase my in-store spending due to a sales tax reduction/holiday I would demand to speak to a supervisor/manager**
$1,605
$1,533
$1,407
$1,374
$1,191 $1,048
$1,031
$963
Parents
$905
Students
$838
$805
$730
33%
27%
26%
24%
21%
21%
16%
13%
10%
2%
5%
1%
0%
Earlier than July Early in July Later in July Early in August Later in August September October
---- Avg. spend of shoppers (Parents) ---- Avg. spend of shoppers (Students)
Copyright © 2017 Deloitte Development LLC. All rights reserved. 2017 back-to-college survey 22
A majority of students are likely to account for experiences in
their college budget planning
“Will college budget planning include these events as part of your university-level experiences?”
All
Travel experiences such as backpacking during spring or
24%
summer breaks
“Please indicate your level of agreement with the following statements (% who agree or somewhat agree)?”
Computers &
hardware
36% 32%
College supplies 32% 33% 34%
18%
Clothing & 16%
12% 14% 13%
accessories
Avg.
$1,452 $955 $1,074 $838 $1,091
Spend
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Copyright © 2017 Deloitte Development LLC. All rights reserved. 2017 back-to-college survey 26