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Know your back-to-school consumer

by Rodney R. Sides, Lupine Skelly
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2 minute read 04 August 2020

Know your back-to-school consumer Strengthen back-to-school retail strategies by addressing distinct types of shoppers

2 minute read 04 August 2020
  • Rodney R. Sides United States
  • Lupine Skelly United States
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  • The Digital Native, you had them at free shipping
  • The Safety-focused, the social-distancing shopper
  • The Deal Seeker, bargain hunting all summer long
  • The Undecided, the “wait-watcher” unsure of when school will open

By adapting to the needs of emerging consumer behaviors, retailers can make the most of an uncertain back-to-school environment.

Deloitte’s recent survey of 1,200 back-to-school shoppers in the United States confirms they are uncertain and anxious, and have fairly low satisfaction levels with the education their kids received this spring. Analysis reveals four types of shoppers are approaching the season—the Digital Native, the Safety-focused, the Undecided, and the Deal Seeker (see figure). Understanding these shoppers’ approaches can help retailers identify what matters most and what drives hundreds of dollars of spend per family. By acting on this knowledge, retailers can optimize digital platforms, implement strong COVID-19 precautions, and address the nuances of each type of shopper.

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Explore findings of the 2020 Deloitte back-to-school survey

Read more from the Consumer products & retail collection

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The Digital Native, you had them at free shipping

Retailers that can offer convenience platforms can gain ground with this group, as 68% prefer the buy-online-return-in-store format (vs. 48% average). Interestingly, this group doesn’t want to pay up for delivery—56% prefer retailers that offer free shipping (vs. 39% average). This segment is also more comfortable with using virtual and online learning resources for their children, with 59% planning to spend the same or more than last year (vs. 49% average) to help supplement children’s educations.

The Safety-focused, the social-distancing shopper

Concerns for health drive 51% to visit an online-only retailer for back-to-school shopping (vs. 40% average) and 57% prefer retailers that offer buy-online-pick-up-in-store or curbside pickup (vs. 42% average). Furthermore, their children’s safety is also top of mind with 69% planning to buy personal hygiene products, such as hand sanitizer and wipes (vs. 54% average). To tap into this group’s higher-than-average budget, retailers should focus on COVID-19 safety precautions and contactless platforms.

The Deal Seeker, bargain hunting all summer long

Given their value-seeking trait, 43% of Deal Seekers plan to visit off-price retailers for back-to-school shopping (vs. 30% average). Retailers should consider frequent promotions to entice this group, as 66% plan to shop at different points in the summer for the best deals (vs. 56% average).

The Undecided, waiting to see when and how school will open

This group has yet to decide on their shopping plans and 29% of their back-to-school budget is not aligned to any retail channel (vs. 17% average). They are also late shoppers, with 52% planning to start shopping in August or later (vs. 37% average). Retailers that can avoid stock-outs late in the season will likely have an opportunity to engage with these consumers.

Acknowledgments

The authors would like to thank Bryan Furman, Arun Tom, and Venkata Sangadi for their contributions to this article.

Cover image by: Victoria Lee

Topics in this article

Retail & Distribution , Consumer Industry

Consulting Services for Consumer

It is an exciting time for companies in the consumer industries. Globalization has expanded the pool from which to source talent and materials, as well as the potential markets in which to sell products and services. Technology advances at an ever-increasing pace, enabling new offerings and new models for product manufacturing and delivery. The Consumer team at Deloitte Consulting LLP recognizes that exciting times can also be daunting, and we offer a collection of consulting services to meet with client needs. With tested strategic, financial, operational, human capital, and IT solutions, we aim to give our clients the edge they need to outpace an industry of change.

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Contact
  • Rodney R. Sides
  • Vice Chairman & US leader | Retail & Distribution Principal
  • Deloitte Consulting LLP
  • rsides@deloitte.com
  • +1 704 887 1505
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Rodney R. Sides

Rodney R. Sides

Vice Chair & US Leader | Retail & Distribution

Rod is vice chair, Deloitte LLP, and leads the US Retail & Distribution practice. He is responsible for driving key sector initiatives that include original research, talent development, and strategies that guide retailers as they navigate uncertainty, compete globally, and improve performance and profitability. A principal in Deloitte Consulting LLP, Rod has more than 25 years of experience in store operations, supply chain, procurement, back-office operations, and IT.

  • rsides@deloitte.com
  • +1 704 887 1505
Lupine Skelly

Lupine Skelly

Retail, Wholesale & Distribution Research Leader

Lupine Skelly is a manager at Deloitte Services LP’s Consumer Industry Center and leads research for the Retail, Wholesale & Distribution sector. With more than 15 years of retail market research experience, Skelly uses her expertise to uncover actionable insights around emerging trends across the retail industry. In addition, her research focuses on consumer behavior and how it relates to key retail events, such as back to school and holiday.

  • lskelly@deloitte.com
  • +1 206 716 7187

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