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Back-to-school 2015: Reading, writing, and retail

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Deloitte surveyed over 1,000 US parents with students in grades K-12 between July 5 and 8, 2015 to determine back-to-school shopping trends this season: www.deloitte.com/us/2015Back2School.

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Back-to-school 2015: Reading, writing, and retail

  1. 1. Back-to-School 2015 Reading, writing, and retail The start of the school year is near. While some traditional school supplies are still needed, today’s backpack is abuzz with smart phones, tablets, laptops, and wearables as consumers increase their device ownership and usage. Deloitte surveyed over 1,000 U.S. parents with students in grades K–12 to determine the consumer shopping trends for the back-to-school season. Discover the results. Back-to-school shoppers expect to rely heavily on digital this season. www.deloitte.com/us/2015Back2School Deloitte commissioned its eighth annual Back-to-School survey of 1,015 U.S. parents with children in grades K–12 from July 5–8, 2015. The survey has a margin of error for the entire sample of plus or minus three percentage points. This publication contains general information only and is based on the experiences and research of Deloitte practitioners. Deloitte is not, by means of this publication, rendering business, financial, investment, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte, its affiliates, and related entities shall not be held responsible for any loss sustained by any person who relies on this publication. As used in this document, “Deloitte” means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting. Copyright © 2015 Deloitte Development LLC. All rights reserved. Member of Deloitte Touche Tohmatsu Limited. Digital influence Shopping behaviors Top shopping destinations 86% will shop discount/ value department stores—the #1 destination “Online sites” increase from as the #2 shopping destination 17% in 2010 44% in 2015 Parents intend to modify their back-to-school shopping behaviors because of their concerns about the U.S. economy or their household’s finances. I’ll use more store coupons I’ll buy more back-to-school items “on sale” Our household will reuse last year’s school items rather than buying new Data security of consumers are concerned about shopping at retailers that have experienced a data breach, yet only 19% said that they would not continue to shop at a retailer that has suffered a breach Among the 88% of smart phone owners 80% will use them to shop for back-to-school items an increase of 6 percentage points over 2014 Share on Facebook Post on LinkedIn Follow @DeloitteCB #Back2School15 73% own a tablet (an increase of 7 percentage points over 2014) and 20% own a wearable device Shopping plans the average spend by parents this back-to-school season—relatively unchanged from a year ago $375 31% will complete their shopping after the start of the school year— versus 26% in 2014 7% plan to use a mobile payment or digital wallet service 16% will use their smart phones to engage with in-store beacon technology 52% More consumers are concerned about personal data security when shopping online (68%) compared with shopping in brick-and- mortar stores (50%) down from 18% last year and 35% in 2011 Social media of shoppers say they rely on social media for back-to-school shopping assistance Only 10% +13-8-14 Percentage point change vs. 2011