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Back to school in the UK - 2018

Back to school in the UK - 2018

Summary

Back to school in the UK - 2018, report forms part of GlobalData's Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of British consumers for back to school. The report analyses the market, the major players, the main trends, and consumer attitudes.

Scope

  • Impulse purchases in the non-essential categories such as stationery and school accessories have risen this year, highlighting that a number of retailers have been able to entice shoppers to buy across a number of back to school products and drive up overall average spend on this occasion.
  • Promotions have become essential to drive back to school purchases. Price and in particular the presence of discounts has grown in importance for consumers in 2018, with over three quarters of back to school shoppers stating that they expect retailers to offer promotions and discounts on back to school ranges.
  • Grocers dominate the back to school market. Specialists can offer greater fashionability and uniqueness, however, the ease of being able to shop across most categories in one place has cemented the grocers’ position as the go-to destination for this occasion.
Reasons to buy
  • Use our in-depth consumer insight to learn which areas which categories in back to school are shopped the most by consumers and to ensure that product offerings are catering to the needs and wants of customers.
  • Understand what drives consumers to use a retailer for their purchases, such as convenience, value for money and delivery options in order to maximise sales potential.
  • Use our in-depth analysis to understand which retailers are leading in certain back to school categories and why.
  • Use our average spend data to understand how much consumers are prepared to pay in each back to school category.


THE KEY FINDINGS
The Key Findings
Promotions are essential to drive back to school purchases
The grocers dominate the back to school market across all categories
Retailers have succeeded in encouraging higher spend across categories
Trend insight - stores
Trend insight - social media - Instagram
Trend insight - social media - Facebook
Trend insight - social media - Twitter
Trend insight - online
CONSUMER ATTITUDES
Key findings
Financial wellbeing
Financial spending
Back to school spending
Research
Promotions
Students purchased for
Retailer selection
Retailer ratings - grocers
Retailer ratings - non-food retailers
UNIFORM
Key findings
Channel usage
Retailer selection
Research
Device usage
Fulfilment
Embroidery/alteration services
Factors of importance
Retailer used
Spending
Buying dynamics
SPORTSWEAR AND SPORTS EQUIPMENT
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Retailer used
Buying dynamics
STATIONERY
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Retailer used
Buying dynamics
SCHOOL ACCESSORIES
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Retailer used
Buying dynamics
BOOKS
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Retailer used
Buying dynamics
END OF YEAR GIFTS
Key findings
Retailer selection
Spend
Buying dynamics
METHODOLOGY
Technical details: consumer survey work
List of Tables
Retailer ratings across key measures - grocers, 2018
Retailer ratings across key measures - non-food retailers, 2018
Products purchased - blazers & jackets, 2017 & 2018
Spend - blazers & jackets, 2017 & 2018
Retailers used - blazers & jackets, 2017 & 2018
Products purchased - trousers, dresses and skirts, 2017 & 2018
Spend - trousers, dresses and skirts, 2017 & 2018
Retailers used - trousers, dresses and skirts, 2017 & 2018
Products purchased - shirts and blouses, 2017 & 2018
Spend - shirts and blouses, 2017 & 2018
Retailers used - shirts and blouses, 2017 & 2018
Products purchased - accessories, 2017 & 2018
Spend - accessories, 2017 & 2018
Retailers used - accessories, 2017 & 2018
Products purchased - sweaters, 2017 & 2018
Spend - sweaters, 2017 & 2018
Retailers used - sweaters, 2017 & 2018
Products purchased - underwear, 2017 & 2018
Spend - underwear, 2017 & 2018
Retailers used - underwear, 2017 & 2018
Products purchased - footwear, 2017 & 2018
Spend - footwear, 2017 & 2018
Retailers used - footwear, 2017 & 2018
Retailers used - sportswear, 2017 & 2018
Products purchased - sportswear, 2017 & 2018
Spend - sportswear, 2017 & 2018
Products purchased - sports footwear, 2017 & 2018
Spend - sports footwear, 2017 & 2018
Retailers used - sports footwear, 2017 & 2018
Products purchased - sports equipment, 2017 & 2018
Spend - sports equipment, 2017 & 2018
Retailers used - sports equipment, 2017 & 2018
Products purchased - pens and pencils, 2017 & 2018
Spend - pens and pencils, 2017 & 2018
Retailers used - pens and pencils, 2017 & 2018
Products purchased - stationery essentials, 2017 & 2018
Spend - stationery essentials, 2017 & 2018
Retailers used - stationery essentials, 2017 & 2018
Products purchased - notebooks, diaries and organisers, 2017 & 2018
Spend - notebooks, diaries and organisers, 2017 & 2018
Retailers used - notebooks, diaries and organisers, 2017 & 2018
Products purchased - paper, 2017 & 2018
Spend - paper, 2017 & 2018
Retailers used - paper, 2017 & 2018
Products purchased - other stationery, 2017 & 2018
Spend - other stationery, 2017 & 2018
Retailers used - other stationery, 2017 & 2018
Products purchased - food accessories, 2017 & 2018
Spend - food accessories, 2017 & 2018
Retailers used - food accessories, 2017 & 2018
Products purchased - schoolbag, 2017 & 2018
Spend - schoolbag, 2017 & 2018
Retailers used - schoolbag, 2017 & 2018
Products purchased - hair accessories, 2017 & 2018
Spend - hair accessories, 2017 & 2018
Retailers used - hair accessories, 2017 & 2018
Products purchased - books for lessons, 2017 & 2018
Spend - books for lessons, 2017 & 2018
Retailers used - books for lessons, 2017 & 2018
Products purchased - revision guides, 2017 & 2018
Spend - revision guides, 2017 & 2018
Retailers used - revision guides, 2017 & 2018
Products purchased - homewares, 2018
Products purchased - gift food & drink, 2018
Products purchased - stationery, 2018
Products purchased - clothing & footwear, 2018
Products purchased - other gifts, 2018
List of Figures
Financial wellbeing compared to last year, 2017 & 2018
How consumers financed back to school spending, 2017 & 2018
Back to school spending compared to last year, 2017 & 2018
Actively cutting back on back to school spending, 2018
Research undertaken before purchasing back to school, 2018 & change on 2017
Influence of promotions on back to school shopping habits, 2017 & 2018
Influence of promotions on when consumers purchase back to school products, 2018
The types of promotions that are appealing and have been used, 2018
The number of students purchased for, 2017 & 2018
The proportion of back to school spending on each category, 2017 & 2018
Retailers that did the best job promoting back to school, 2017 & 2018
What's driving retailer selection (uniform), 2018, & ppt change on 2017
Research undertaken before purchasing back to school (uniform), 2018 & change on 2017
Consumers using each channel for purchasing uniform (browsed & purchased), 2018
Consumers using each device for purchasing uniform (browsed & purchased), 2018
Fulfilment options for uniform purchases made online, 2017 & 2018
Requirement and use of alteration services, 2017 & 2018
Reasons why embroidery services were not used, 2018
Awareness of uniform embroidery/alteration services, 2018
Factors of importance (uniform), 2018
Top 10 retailers shopped at for uniform, 2017 & 2018
Back to school uniform spend by retailer average basket size, 2018
Back to school 2018 blazers and jackets penetration (and by child bought for) & 2017 blazers and jackets penetration
Back to school 2018 trousers dresses and skirts penetration (and by child bought for) & 2017 trousers dresses and skirts penetration
Trousers fit, length & style purchased, 2018
Skirt length & style purchased, 2018
Back to school 2018 shirts and blouses penetration (and by child bought for) & 2017 shirts and blouses penetration
Shirts fit purchased, 2018
Blouses fit purchased, 2018
Back to school 2018 accessories penetration (and by child bought for) & 2017 accessories penetration
Back to school 2018 sweaters penetration (and by child bought for) & 2017 sweaters penetration
Back to school 2018 underwear penetration (and by child bought for) & 2017 underwear penetration
Back to school 2018 footwear penetration (and by child bought for) & 2017 footwear penetration
Shoe fit purchased, 2018
Planned/impulse purchases (overall uniform), 2017 & 2018
Planned/impulse purchases (uniform categories), 2017 & 2018
What's driving retailer selection (sportswear and sports equipment), 2018, & ppt change on 2017
Consumers using each channel for purchasing sportswear and equipment (browsed & purchased), 2018
Consumers using each device for purchasing sportswear & equipment (browsed & purchased), 2018
Fulfilment options for sportswear and sports equipment purchases made online, 2017 & 2018
Top 10 retailers shopped at for sportswear and sports equipment 2017 & 2018
Back to school 2018 sportswear penetration (and by child bought for) & 2017 sportswear penetration
Back to school 2018 sports footwear penetration (and by child bought for) & 2017 sports footwear penetration
Back to school 2018 sports equipment penetration (and by child bought for) & 2017 sports equipment penetration
Planned/impulse purchases (sportswear and sports equipment), 2017 & 2018
Planned/impulse purchases (sportswear and sports equipment categories), 2017 & 2018
What's driving retailer selection (stationery), 2018, & ppt change on 2017
Consumers using each channel for purchasing stationery (browsed & purchased), 2018
Consumers using each device for purchasing stationery (browsed & purchased), 2018
Fulfilment options for stationery purchases made online, 2017 & 2018
Top 10 retailers shopped at for stationery 2017 & 2018
Back to school 2018 pens and pencils penetration (and by child bought for) & 2017 pens and pencils penetration
Back to school 2018 stationery essentials penetration (and by child bought for) & 2017 stationery essentials penetration
Back to school 2018 notebooks, diaries and organisers penetration (and by child bought for) & 2017 notebooks, diaries and organisers penetration
Back to school 2018 paper penetration (and by child bought for) & 2017 paper penetration
Back to school 2018 other stationery penetration (and by child bought for) & 2017 other stationery
Planned/impulse purchases (stationery), 2017 & 2018
Planned/impulse purchases (stationery categories), 2017 & 2018
What's driving retailer selection (school accessories), 2018, & ppt change on 2017
Consumers using each channel for purchasing school accessories (browsed & purchased), 2018
Consumers using each device for purchasing school accessories (browsed & purchased), 2018
Fulfilment options for school accessories purchases made online, 2017 & 2018
Top 10 retailers shopped at for school accessories 2017 & 2018
Back to school 2018 food accessories penetration (and by child bought for) & 2017 food accessories penetration
Back to school 2018 school bag penetration (and by child bought for) & 2017 school bag penetration
Back to school 2018 hair accessories penetration (and by child bought for) & 2017 hair accessories
Planned/impulse purchases (school accessories), 2017 & 2018
Planned/impulse purchases (school accessories categories), 2017 & 2018
What's driving retailer selection (books), 2018, & ppt change on 2017
Consumers using each channel for purchasing books (browsed & purchased), 2018
Consumers using each device for purchasing books (browsed & purchased), 2018
Fulfilment options for books purchases made online, 2017 & 2018
Top 10 retailers shopped at for books 2017 & 2018
Back to school 2018 books for lessons penetration (and by child bought for) & 2017 books for lessons penetration
Back to school 2018 revision guides penetration (and by child bought for) & 2017 revision guides penetration
Planned/impulse purchases (books), 2017 & 2018
Planned/impulse purchases (books categories), 2017 & 2018
What's driving retailer selection (end of year gifts for teachers), 2018
Spend on end of year gifts for teachers, 2018
Back to school 2018 end of year gift for teachers penetration (and by child bought for)
Homewares gifts purchased for teacher penetration and items (and by child bought for), 2018
Food & drink gifts purchased for teacher penetration and items (and by child bought for), 2018
Stationery gifts purchased for teacher penetration and items (and by child bought for), 2018
Clothing & footwear gifts purchased for teacher penetration and items (and by child bought for), 2018
Other gifts purchased for teacher penetration and items (and by child bought for), 2018
Proportion of consumers contributing to a class gift for a teacher (and by child bought for), 2018

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