Viewing offline content

Limited functionality available

Dismiss
United States
  • Services

    What's New

    • The Ripple Effect

      Real-world client stories of purpose and impact

    • Register for Dbriefs webcasts

    • We Are Deloitte

      Reimagining how we support our people

    • Tax

      • Mobility and Payroll
      • Reward, Employment Tax, and Equity Compensation Plans
      • Workforce, Technology, and Analytics
      • Tax Services
    • Consulting

      • Core Business Operations
      • Customer & Marketing
      • Enterprise Technology & Performance
      • Human Capital
      • Strategy & Analytics
    • Audit & Assurance

      • Audit Innovation
      • Accounting Standards
      • Accounting Events & Transactions
    • Deloitte Private

    • Mergers & Acquisitions

      • Total M&A Solution
      • Post-merger Integration
      • Divestiture & Separation
    • Risk & Financial Advisory

      • Accounting & Internal Controls
      • Cyber & Strategic Risk
      • Regulatory & Legal
      • Transactions and M&A
    • AI & Analytics

    • Cloud

    • Diversity, Equity & Inclusion

  • Industries

    What's New

    • The Ripple Effect

      Real-world client stories of purpose and impact

    • Register for Dbriefs webcasts

    • Industry Outlooks

      Key opportunities, trends, and challenges

    • Consumer

      • Automotive
      • Consumer Products
      • Retail, Wholesale & Distribution
      • Transportation, Hospitality & Services
    • Energy, Resources & Industrials

      • Industrial Products & Construction
      • Mining & Metals
      • Oil, Gas & Chemicals
      • Power, Utilities & Renewables
    • Financial Services

      • Banking & Capital Markets
      • Insurance
      • Investment Management
      • Real Estate
    • Government & Public Services

      • Defense, Security & Justice
      • Federal health
      • Civil
      • State & Local
      • Higher Education
    • Life Sciences & Health Care

      • Health Care
      • Life Sciences
    • Technology, Media & Telecommunications

      • Technology
      • Telecommunications, Media & Entertainment
  • Insights

    Deloitte Insights

    What's New

    • Deloitte Insights Magazine

      Explore the latest issue now

    • Deloitte Insights app

      Go straight to smart with daily updates on your mobile device

    • Weekly economic update

      See what's happening this week and the impact on your business

    • Strategy

      • Business Strategy & Growth
      • Digital Transformation
      • Governance & Board
      • Innovation
      • Marketing & Sales
      • Private Enterprise
    • Economy & Society

      • Economy
      • Environmental, Social, & Governance
      • Health Equity
      • Trust
      • Mobility
    • Organization

      • Operations
      • Finance & Tax
      • Risk & Regulation
      • Supply Chain
      • Smart Manufacturing
    • People

      • Leadership
      • Talent & Work
      • Diversity, Equity, & Inclusion
    • Technology

      • Data & Analytics
      • Emerging Technologies
      • Technology Management
    • Industries

      • Consumer
      • Energy, Resources, & Industrials
      • Financial Services
      • Government & Public Services
      • Life Sciences & Health Care
      • Technology, Media, & Telecommunications
    • Spotlight

      • Deloitte Insights Magazine
      • Press Room Podcasts
      • Weekly Economic Update
      • COVID-19
      • Resilience
      • Top 10 reading guide
  • Careers

    What's New

    • Our Purpose

      Exceptional organizations are led by a purpose. At Deloitte, our purpose is to make an impact that matters by creating trust and confidence in a more equitable society.

    • We Are Deloitte

      Reimagining how we support our people

    • The Deloitte University Experience

      Explore Deloitte University like never before through a cinematic movie trailer and films of popular locations throughout Deloitte University.

    • Careers

      • Audit & Assurance
      • Consulting
      • Risk & Financial Advisory
      • Tax
      • Internal Services
      • US Delivery Center
    • Students

      • Undergraduate
      • Advanced Degree
      • Internships
    • Experienced Professionals

      • Additional Opportunities
      • Veterans
      • Industries
      • Executives
    • Job Search

      • Entry Level Jobs
      • Experienced Professional Jobs
      • Recruiting Tips
      • Explore Your Fit
      • Labor Condition Applications
    • Life at Deloitte

      • Life at Deloitte Blog
      • Meet Our People
      • Diversity, Equity, & Inclusion
      • Corporate Citizenship
      • Leadership Development
      • Empowered Well-Being
      • Deloitte University
    • Alumni Relations

      • Update Your Information
      • Events
      • Career Development Support
      • Marketplace Jobs Dashboard
      • Alumni Resources
  • US-EN Location: United States-English  
  • Contact us
  • US-EN Location: United States-English  
  • Contact us
    • Dashboard
    • Saved items
    • Content feed
    • Subscriptions
    • Profile/Interests
    • Account settings

Welcome back

Still not a member? Join My Deloitte

Know your back-to-school consumer

by Rodney R. Sides, Lupine Skelly
  • Save for later
  • Download
  • Share
    • Share on Facebook
    • Share on Twitter
    • Share on Linkedin
    • Share by email
Deloitte Insights
  • Strategy
    Strategy
    Strategy
    • Business Strategy & Growth
    • Digital Transformation
    • Governance & Board
    • Innovation
    • Marketing & Sales
    • Private Enterprise
  • Economy & Society
    Economy & Society
    Economy & Society
    • Economy
    • Environmental, Social, & Governance
    • Health Equity
    • Trust
    • Mobility
  • Organization
    Organization
    Organization
    • Operations
    • Finance & Tax
    • Risk & Regulation
    • Supply Chain
    • Smart Manufacturing
  • People
    People
    People
    • Leadership
    • Talent & Work
    • Diversity, Equity, & Inclusion
  • Technology
    Technology
    Technology
    • Data & Analytics
    • Emerging Technologies
    • Technology Management
  • Industries
    Industries
    Industries
    • Consumer
    • Energy, Resources, & Industrials
    • Financial Services
    • Government & Public Services
    • Life Sciences & Health Care
    • Tech, Media, & Telecom
  • Spotlight
    Spotlight
    Spotlight
    • Deloitte Insights Magazine
    • Press Room Podcasts
    • Weekly Economic Update
    • COVID-19
    • Resilience
    • Top 10 reading guide
    • US-EN Location: United States-English  
    • Contact us
      • Dashboard
      • Saved items
      • Content feed
      • Subscriptions
      • Profile/Interests
      • Account settings
    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
    • Save for later
    • Download
    • Share
      • Share on Facebook
      • Share on Twitter
      • Share on Linkedin
      • Share by email
    • 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.

    Learn more

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

    Read more from the Consumer products & retail collection

    Learn about Deloitte’s services

    Go straight to smart. Get the Deloitte Insights app

     

    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.

    Learn more
    Get in touch
    Contact
    • Rodney R. Sides
    • Vice Chairman & US leader | Retail & Distribution Principal
    • Deloitte Consulting LLP
    • rsides@deloitte.com
    • +1 704 887 1505
    Download Subscribe

    Related content

    img Trending

    Interactive 3 days ago

    Learn more about Consumer products & retail

    • 2022 Deloitte back-to-school survey Interactive1 month ago
    • 2022 Deloitte back-to-college survey Interactive1 month ago
    • 2020 back-to-school and back-to-college surveys Podcast2 years ago
    • Deloitte state of the consumer tracker Collection2 years ago
    • How can consumer products companies stay relevant and be future-ready with analytics? Article2 years ago
    • Consumer products & retail Collection
    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

    Share article highlights

    See something interesting? Simply select text and choose how to share it:

    Email a customized link that shows your highlighted text.
    Copy a customized link that shows your highlighted text.
    Copy your highlighted text.

    Know your back-to-school consumer has been saved

    Know your back-to-school consumer has been removed

    An Article Titled Know your back-to-school consumer already exists in Saved items

    Invalid special characters found 
    Forgot password

    To stay logged in, change your functional cookie settings.

    OR

    Social login not available on Microsoft Edge browser at this time.

    Connect Accounts

    Connect your social accounts

    This is the first time you have logged in with a social network.

    You have previously logged in with a different account. To link your accounts, please re-authenticate.

    Log in with an existing social network:

    To connect with your existing account, please enter your password:

    OR

    Log in with an existing site account:

    To connect with your existing account, please enter your password:

    Forgot password

    Subscribe

    to receive more business insights, analysis, and perspectives from Deloitte Insights
    ✓ Link copied to clipboard
    • Contact us
    • Search jobs
    • Submit RFP
    • Subscribe to Deloitte Insights
    Follow Deloitte Insights:
    Global office directory US office locations
    US-EN Location: United States-English  
    About Deloitte
    • About Deloitte
    • Client stories
    • My Deloitte
    • Deloitte Insights
    • Email subscriptions
    • Press releases
    • Submit RFP
    • US office locations
    • Alumni
    • Global office directory
    • Newsroom
    • Dbriefs webcasts
    • Contact us
    Services
    • Tax
    • Consulting
    • Audit & Assurance
    • Deloitte Private
    • Mergers & Acquisitions
    • Risk & Financial Advisory
    • AI & Analytics
    • Cloud
    • Diversity, Equity & Inclusion
    Industries
    • Consumer
    • Energy, Resources & Industrials
    • Financial Services
    • Government & Public Services
    • Life Sciences & Health Care
    • Technology, Media & Telecommunications
    Careers
    • Careers
    • Students
    • Experienced Professionals
    • Job Search
    • Life at Deloitte
    • Alumni Relations
    • About Deloitte
    • Terms of Use
    • Privacy
    • Privacy Shield
    • Cookies
    • Cookie Settings
    • Legal Information for Job Seekers
    • Labor Condition Applications
    • Do Not Sell My Personal Information

    © 2022. See Terms of Use for more information.

    Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee ("DTTL"), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as "Deloitte Global") does not provide services to clients. In the United States, Deloitte refers to one or more of the US member firms of DTTL, their related entities that operate using the "Deloitte" name in the United States and their respective affiliates. Certain services may not be available to attest clients under the rules and regulations of public accounting. Please see www.deloitte.com/about to learn more about our global network of member firms.

    Learn more about Deloitte's work for the US Olympic Committee