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Presentation title [To edit, click Back-to-School Survey 2016

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Copyright © 2016 Deloitte Development LLC. All rights reserved. 2
Key Insights & Findings
Deloitte’s 2016 Back-to-School Survey
Shoppers are likely to spend more this year, with early shoppers spending most but
budgets vary by category
Most shoppers are heading to physical stores and their lists are largely predetermined
Parents are using digital to do their research ahead of time; shopping is a surgical
strike
• Average total spend forecasted is $488
• 87% report that they are likely to spend the same or more than they did last year
• While clothing and school supplies still dominate back-to-school lists, computer and gadget
shoppers spend the most on tech
• Those who start before August are likely to spend 26% more than those who start later
• In-store still prevails over online for back-to-school season, except for purchases of technology
• 2/3 of spending for traditional categories – clothing and school supplies – will occur in store
• 67% say spending is more heavily influenced by the school’s recommended list than by their
children
• Nearly 1/3 will take advantage of pre-configured kits offered by the school or PTA
• More than half will utilize smartphones during the shopping journey; almost 1/3 will use tablets
• 61% will research online before purchasing products in the physical store
• 25% plan to use social media, mostly for transactional information versus inspiration

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