UK Retail Occasions: Back to School 2012
UK Retail Occasions: Back to School 2012
Product Code:
CL0002RO
Publication Date:
Sep 2012
Publisher:
Conlumino
Pages:
43
  • Executive Summary
  • Table of Contents
  • List of Tables
  • List of Figures
  • Companies covered
Product Synopsis
This report provides an in-depth understanding of how consumers behaved over the main Back to School period in 2012: what did they buy, why did they buy it and where did they shop, are all examined. In addition, the report examines people's opinions of retailers and of what they are looking for when buying back to school products. The report is driven by unique consumer data and interviews.

Introduction and Landscape
Conlumino's Retail Occasions series helps you to understand how consumers are shopping across the various events and occasions in the retail calendar. For each occasion we analyze the results of a large consumer survey to understand what's happening and what it means for you.

Key Market Issues
1. Understand what's being purchased
We explore what products people are purchasing for each of the key occasions and analyze the penetration rates for key categories. A wide range of products are covered including food, gifts, clothing and goods for the home.

2. Understand where it's being purchased
We monitor which retailers consumers have visited for each of the occasions, what they have used those retailers for and what they thought of them. We analyze retailer customer share both overall and by product category.

3. Explore what's being spent
We examine how much people are spending and intend to spend across the various categories and products and how this differs to previous years. We also look at total household budgets for the various occasions.

4. Understand how people are celebrating
We take a broad look at what people are doing for the various occasions, how they intend to celebrate them and how these things are influencing and affecting their retail and buying behavior.

5. Explore key issues by demographics
We analyze all of the above at an overall level but also provide a breakdown by key demographics as well as by region. On a bespoke basis we can also isolate and explore specific consumer segmentations.

Key Highlights
FINANCES REMAIN CONSTRAINED
41% of consumers feel financially worse off this year compared to last. Despite this, 28.5% spent more on Back to School this year. However they are still spending more cautiously, taking time to seek out bargains and the best prices for their Back to School purchases.

SHOPPING AROUND FOR DEALS IS MORE IMPORTANT
Around 69% of consumers carried out research before buying Back to School items: parents were spending more time this summer visiting stores and looking at offers online before making any purchases.

ONLINE IS PLAYING A BIGGER ROLE
Online has become a particularly important channel for researching Back to School purchases with around a third of consumers looking at offers online before going on to purchase school items.

GROCERS DOMINATE
The grocers have strong price-led propositions but they also excel at convenience and wide choice, which helps them grab a significant amount of Back to school spend across the key categories including uniforms, accessories and stationery.
Table Of Content
1. Overview and summary of findings,
2. Consumer attitudes to back to school,
3. Uniform purchasing dynamics,
4. Sportswear and sports equipment purchasing dynamics,
5. Stationery purchasing dynamics,
6. School accessories and books purchasing dynamics,
7. Technical appendix
List Of Tables
1. Factors that are important to people when choosing where to shop for school uniform
2. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for coats, blazers and blazer badges.
3. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for trousers, skirts, dresses, pinafores
4. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for shirt, polo shirt, blouse
5. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for ties, hats or caps
6. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for sweatshirt, pullover, cardigan
7. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for socks, underwear, tights
8. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for smart shoes
9. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for sports shorts/skirts, sports tops, swimwear, leotards
10. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for plimsolls/trainers, football boots
11. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for sports equipment, towels, specialist kit
12. Factors that are important to people when choosing where to shop for stationery
13. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for pens, pencils, colored pencils, highlighters, felt tips
14. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for pencil cases, erasers, rulers, pencil sharpeners
15. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for A4 paper pads, printer paper
16. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for notebooks, organizers/planners/diaries
17. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for calculators, memory sticks, printer cartridges, filing and storage, pocket dictionaries
18. Factors that are important to people when choosing where to shop for school accessories and books
19. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for school bags, lunchboxes, hair accessories, flasks
20. Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for text books, literature books, GCSE/A-Level guides
List Of Figures
Financial well being - compared to same time last year
Financing spending - how did you finance your back to school spending?

Researching - what research, if any, was carried out before buying back to school items?
Buying - how did total spending on back to school products this year compare to last year?


Expectation - do you expect retailers to offer special deals and promotions on back to school products?

Influence - does the presence of deals on back to school products influence where you choose to shop?

Appeal and use of different types of deals when buying back to school products. Percentage of consumers mentioning use or appeal of:

o multi-buy discounts
o set percentage off
o promotional packs/bundles
o money off or discount vouchers for other purchases
o Free items with purchases
o Extra loyalty or reward points
o Spend over a certain amount and get a discount


Factors that are important to people when choosing where to shop for school uniform
Researching - research undertaken before buying school uniforms
Buying - methods used to complete school uniform shopping

Blazers and Jackets - Buying Dynamics
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for coats, blazers and blazer badges.
- Buying proportions - who products are being bought for by age and gender


Trousers, Dresses and Skirts
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for trousers, skirts, dresses, pinafores
- Buying proportions - who products are being bought for by age and gender

Shirts and Blouses
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for shirt, polo shirt, blouse
- Buying proportions - who products are being bought for by age and gender

Accessories
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for ties, hats or caps
- Buying proportions - who products are being bought for by age and gender

Sweaters
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for sweatshirt, pullover, cardigan
- Buying proportions - who products are being bought for by age and gender

Underwear
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for socks, underwear, tights
- Buying proportions - who products are being bought for by age and gender

Footwear
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for smart shoes
- Buying proportions - who products are being bought for by age and gender

Factors that are important to people when choosing where to shop for sportswear and sports equipment

Sportswear
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for sports shorts/skirts, sports tops, swimwear, leotards
- Buying proportions - who products are being bought for by age and gender

Sports Footwear
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for plimsolls/trainers, football boots
- Buying proportions - who products are being bought for by age and gender

Sports Equipment
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for sports equipment, towels, specialist kit
- Buying proportions - who products are being bought for by age and gender

Stationery

What's driving store selection?
- Factors that are important to people when choosing where to shop for stationery

Pens and Pencils
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for pens, pencils, colored pencils, highlighters, felt tips
- Buying proportions - who products are being bought for by age and gender

Stationery essentials
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for pencil cases, erasers, rulers, pencil sharpeners
- Buying proportions - who products are being bought for by age and gender

Paper
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for A4 paper pads, printer paper
- Buying proportions - who products are being bought for by age and gender

Notebooks/Diaries/Organizers
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for notebooks, organizers/planners/diaries
- Buying proportions - who products are being bought for by age and gender

Other Stationery
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for calculators, memory sticks, printer cartridges, filing and storage, pocket dictionaries
- Buying proportions - who products are being bought for by age and gender

School Accessories and Books
What's driving store selection?
- Factors that are important to people when choosing where to shop for school accessories and books

Accessories
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for school bags, lunchboxes, hair accessories, flasks
- Buying proportions - who products are being bought for by age and gender

Books
- Buying penetration - percentage of consumers who bought the item
- Retailers used
- Buying penetration and average spend by item - number of people who bought each sub-category and average spend on item for text books, literature books, GCSE/A-Level guides
- Buying proportions - who products are being bought for by age and gender
Companies Covered
Asda, Tesco, George, WHSmith, Marks and Spencer, Sainsbury's, John Lewis, Debenhams, Next, Bhs, Matalan, Primark, JD Sports, Argos, Sports Direct, Amazon
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