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Top Trends for 2018 Back-to-School and College shopping

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Each year, NRF works with Prosper Insights & Analytics to find out when, where and how American families will shop for school and college supplies. Here are just a few insights from this year’s consumer survey. https://nrf.com/backtoschool

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Top Trends for 2018 Back-to-School and College shopping

  1. 1. BACK TO CLASS 2018: Top trends for Back-to-School and College Shopping NRF and Prosper Insights & Analytics
  2. 2. nrf.com/backtoschool TABLE OF CONTENTS i. Overview: Historical spend and trends . . . 3 ii. Back-to-School . . . . . . . . . . . . . . . . . . . . . . . 6 iii. Back-to-College . . . . . . . . . . . . . . . . . . . . . . 8 iiii. Shopping destinations . . . . . . . . . . . . . . . 10
  3. 3. nrf.com/backtoschool HOW THE SEASON STACKS UP Along with the winter holidays, back-to-class is one of the top spending events for consumers. Back-to-school and back-to-college shoppers spend more per household on items for the upcoming school year than consumers spend on Mother’s Day, Father’s Day and Valentine’s Day combined.   *Expected household spending from 2017 Winter holiday season Source: NRF’s Annual Consumer Spending Surveys, conducted by Prosper Insights & Analytics Major Consumer Spending Events (2018 expected household spend)
  4. 4. nrf.com/backtoschool SUMMER: CLASS IS IN SESSION For many families and students, the back-to-school and college shopping season starts well before the first day of class.   Source: 2018 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics When shopping for school items starts THERE IS STILL A LOT OF SHOPPING LEFT: 89% of back-to-school and college shoppers still have to purchase half or more of the items on their lists.
  5. 5. nrf.com/backtoschool Source: 2018 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics Back-to-Class Total Expected Spending: 2009-2018 BY THE NUMBERS: BACK-TO-SCHOOL AND COLLEGE SPENDING OVER TIME Total combined spending is expected to reach $82.8 billion. Back-to-college drives the majority of spending and is expected to total $55.3 billion this year, up from $54.1 billion in 2017. Back-to-school spending is expected to reach $27.5 billion in 2018, compared with $29.5 billion last year.
  6. 6. nrf.com/backtoschool Back-to-College Spending Per Household: 2009-2018 Men spend $115 more on average than women for back-to-college. BACK-TO-COLLEGE: HISTORICAL HOUSEHOLD SPEND Back-to-college shoppers plan to spend an average of $942 on everything from school supplies to dorm furnishings for the upcoming year. Source: 2018 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics      
  7. 7. nrf.com/backtoschool Source: 2018 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics Top 5 Categories of Back-to-College Household Spend: 2009- 2018Top 5 Categories of Back-to-College Household Spend: 2009-2018 Top 5 Categories of Back-to-College Household Spend: 2009- 2018 Other Categories of Back-to-College Household Spend: 2018 $104 $97 $118 $106 $143 $103 BACK-TO-COLLEGE: BREAKING DOWN THE BUDGET In addition to big ticket items like electronics or dorm furnishings, back-to-college shoppers also stock up on college gear, food and snacks and other personal items. 64% of freshmen surveyed plan to stock up on new electronics like laptops, TVs and gaming consoles before heading off to school.
  8. 8. nrf.com/backtoschool BACK-TO-SCHOOL: HISTORICAL HOUSEHOLD SPEND On average, back-to-school shoppers plan to spend $685 on clothes, electronics, shoes and supplies for the upcoming year, on par with Last year’s average of $688. Source: 2018 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics     Back-to-School Spending Per Household: 2009-2018 Back-to-School Spending Per Household: 2009-2018
  9. 9. nrf.com/backtoschool Back-to-School: Average Household Spend by Category (2009-2018) KICKING IT OFF IN STYLE: Back-to-school shoppers are planning to spend $8 more on average for new shoes this year. BACK-TO-SCHOOL: BREAKING DOWN THE BUDGET While apparel and electronics are still the biggest budget items on back-to-school shoppers’ lists, on average households are spending more than ever on purchases like shoes and school supplies for the upcoming year. Source: 2018 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics                   Back-to-School: Average Household Spend by Category  (2009-2018) Back-to-School: Average Household Spend by Category  (2009-2018) $96
  10. 10. nrf.com/backtoschool Back-to-school and college consumers are savvy shoppers looking everywhere from department and clothing stores to specialty stores and online to find the best deals and items. BACK-TO-CLASS: SHOPPING DESTINATIONS Source: 2018 NRF Back-to-School/College Spending Survey conducted by Prosper Insights & Analytics     Where Back-to-School Shoppers Plan to Shop Where Back-to-College Shoppers Plan to Shop
  11. 11. NRF/Prosper Insights & Analytics’ Back-to-School Spending Survey polls more than 7,000 consumers each year and has a margin of error between +/- 1.2 percentage points. nrf.com/backtoschool

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