Deloitte Survey: Outlook for Back-to-School Shopping Season Improving

- Consumers Plan to Do More Adding than Subtracting at Retailers -

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Jul 27, 2010, 08:00 ET

NEW YORK, July 27 /PRNewswire/ -- Shoppers are putting down their pencils and turning to social networks and mobile phones this back-to-school shopping season, according to a new consumer survey by Deloitte. Additionally, shoppers plan to revisit some of the shopping destinations they put on hold during the recession.

Nearly three out of 10 (28 percent) consumers surveyed said they plan to spend more this year on back-to-school shopping as compared with last year, while just 17 percent indicate they plan to spend less. The survey also indicated a sharp decline in the number of consumers who intend to shop differently due to the economy compared with the results of the previous two years. A total of fifty-eight percent of respondents say they will change how they shop for back-to-school items, for example, buying more items on sale or purchasing only items the family needs, which is down from 90 percent in 2008 and 70 percent in 2009.

"The survey indicates that consumers' recession-induced behaviors are beginning to wane as households seek to replenish certain items and worry less about the economy," said Alison Paul, vice chairman and Deloitte's retail sector leader in the United States. "Retailers may be encouraged that fewer consumers are planning to pare back this year, although they may find that shoppers continue to be deliberate in their purchases. Retailers should be laser-focused on giving shoppers a reason to put back-to-school dollars into their stores."

Back-to-school shopping budgets may also be expanding due to a perceived need to increase supplies in certain categories. Among households that expect to spend more, approximately one-third (34 percent) indicate that their children need more expensive items, such as computers, and more than one-quarter (26 percent) say school budget cuts mean parents need to pay more for children's items.

Shoppers tap into social networks, mobile phones

Mobile phones and social networking platforms will have an increased influence in this year's back-to-school shopping season.

Nearly three out of 10 (29 percent) consumers surveyed indicate they plan to access their mobile phones to assist in their back-to-school shopping. Among this segment of consumers, nearly four out of 10 (38 percent) will do so to obtain price information; one-third (33 percent) to view a retailer's advertisement; and 30 percent to obtain discounts, coupons and sale information.

Similarly, nearly three out of 10 (29 percent) survey respondents said social networking sites would play a part in facilitating back-to-school shopping. Nearly two-thirds (64 percent) of consumers who plan to integrate social networking into their shopping activities will do so to find out about promotions, more than four out of 10 (42 percent) plan to browse products, and more than one-quarter (26 percent) intend to read reviews/recommendations.

"Consumers are increasingly on the phone, online and on-the-go," said Paul. "Retailers' ability to influence purchase decisions beyond in-store interactions is growing significantly. Companies that can directly engage the consumer through mobile applications, text alerts and video content may win an increased share of shoppers' back-to-school budgets."

Department and specialty stores are back on the blackboard

Consumers appear to be returning to certain retail categories that fell out of favor during recent back-to-school seasons. The majority of consumers (89 percent) once again plan to shop at discount/value stores for back-to-school items. However, after two consecutive years as the second most popular destination, dollar stores dropped to the third most popular destination behind office supply/technology stores (36 percent). One-third (33 percent) of consumers surveyed indicate they plan to shop at dollar stores, down from 40 percent in 2009.

A greater number of consumers indicate they will shop at department stores and specialty stores during the 2010 back-to-school season. Nearly one-third (31 percent) of consumers surveyed plan to head to traditional department stores, up from roughly one-quarter (26 percent) last year. As a result, department stores moved up two destination rankings to fourth most popular from sixth last year. Nearly one-quarter (23 percent) cited specialty clothing stores, an increase of six percentage points over 2009.

For more information about Deloitte's retail sector, please visit www.deloitte.com/us/retail

About the Survey

The survey was commissioned by Deloitte and conducted online by an independent research company between July 9 and 11, 2010. The survey polled a nationally representative sample of 1,050 parents of school-age children in grades K – 12, and has a margin of error for the entire sample of plus or minus three percentage points.

About Deloitte

As used in this document, "Deloitte" means Deloitte LLP and Deloitte Services LP. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries.

SOURCE Deloitte