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Deloitte’s Back-to-School Shopping Survey
Conducted July 11 – 14, 2008
5,035 responses
Which Items are in Demand?% Who Expect to Purchase
Not Many Big-Spenders for Back-to-School
% of Parents Who Expect to Spend:
10%
35% 34%
13%
4% 5%
0%5%
10%15%20%25%30%35%40%
$1 - $99 $100 - $249 $250 - $499 $500 - $749 $750 - $999 $1000+
Nearly Half of Children Are Not Expected to Purchase Any Back-to-School Items
“How much of their own money in total do you expect your children will spend on back-to-school items?”
49%
14% 13%7% 8% 5% 4%
0%
10%
20%
30%
40%
50%
$0 $1 - $25 $26 - $50 $51 - $75 $76 - $100 $101 -$200
$201+
Majority of Consumers Plan to Spend Less
% Likely to Spend Less, by Income
71%
82% 79%74%
68%
58%
43%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
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Clothing Expected to Take the Biggest Hit
% of Respondents Expecting to Spend Less on Individual Items
48%
30% 29%
15%10% 10% 9% 8%
83%
0%10%20%30%40%50%60%70%80%90%
Clot
hes
Shoe
s
Back
pack
/boo
kba
g
Pape
r, pe
ncils
,no
tebo
oks,
etc
.
Jew
elry
Com
pute
r/la
ptop
Com
pute
rso
ftw
are
Cell
phon
e
mp3
Pla
yer
Top Reasons for Spending Less
Majority of Respondents Expect to Change their Back-to-School Shopping Habits
Ways that Back-to-School Shopping is Expected to Change(continued on next slide)
% of Respondents
51%
53%
68%
70%
79%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
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Ways that Back-to-School Shopping is Expected to Change(continued from previous slide)
% of Respondents
14%
27%
33%
45%
46%
0% 10% 20% 30% 40% 50%
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Discount/Value Stores Expected to be the Most Popular Places to Shop
% of Respondents Who Plan to Shop at Each
88%
37% 32% 28% 27% 26% 23% 21% 19%8% 7% 5%
0%10%20%30%40%50%60%70%80%90%
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Time Frame for Starting Back-to-School Shopping
% of Respondents
21% 21%
39%
17%
2% 0%0%5%
10%15%20%25%30%35%40%45%
Have
alre
ady
star
ted
Late
r in
July
Early
Augu
st
Late
Augu
st
Early
Sept
embe
r
Late
Sept
embe
r
Most High School Students Request Brands
% Who Report Having Children Request Particular Apparel/Shoes Brands
54%
10%
30%
83%
0%10%20%30%40%50%60%70%80%90%
All Grades K - 3 Grades 4 -8 Grades 9 - 12
Govt. Stimulus/Rebate Check Won’t Be Used for Back-to-School Shopping Assistance
% Who Expect to Use Some $ from the Stimulus/Rebate Check for Back-to-School Shopping
16%
72%
12%
Yes
No
Did not receive astimulus/ rebate check
Nearly 1/3 of Consumers Thinking “Green”
% of Respondents Who Plan to Seek Out "Green" Retailers for Back-to-School items
31%
69%
YesNo
Most Respondents are Concerned About the Economy
% of Respondents Who Believe the Economy is…
2%
34%
61%
2%0%
10%
20%
30%
40%
50%
60%
70%
Healthy Weak but not in arecession
In a recession Starting to recover,following some
problems
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