Back to School in the UK - 2019

Back to School in the UK - 2019



Back to school in the UK - 2019, report forms part of Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of UK consumers for back to school. The report analyses the major players, the main trends, and consumer attitudes.

Back to school spend is shifting to earlier in the summer, influenced by promotions as retailers vie for a greater share of consumer spend. Promoting items earlier in the summer encourages greater spending, as nearly half of back to school shoppers spent more on the occasion this year than in 2018.

Scope

- 47.6% of back to school shoppers stated that they have spent more on this occasion compared to last year, driven by categories within uniform and stationery.
- ASDA is the most popular retailer for school uniform as 38.4% of uniform shoppers purchased from the grocer.
- Value for money and low prices are the two most important drivers of retailer selection for stationery purchases, and as discounters and value retailers improve their ranges, consumers will increasingly expect items at low prices.

Reasons to buy

- Use our in-depth consumer insight to learn which areas which back to school categories are shopped the most by consumers, 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
Back to school spend is shifting to earlier in the summer, influenced by retailer promotions
ASDA dominates back to school in 2019
Nearly half of back to school shoppers spent more on the occasion this year than in 2018
Trend insight - stores
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
Retailer selection
Research
Channel usage
Store type
Device usage
Fulfilment
Embroidery/alteration services
Factors of importance
Retailer used
Buying dynamics
SPORTSWEAR AND SPORTS EQUIPMENT
Key findings
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
STATIONERY
Key findings
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
SCHOOL ACCESSORIES
Key findings
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
BOOKS
Key findings
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
METHODOLOGY
Technical details: consumer survey work

List Of Tables


Retailer ratings across key measures - grocers, 2019
Retailer ratings across key measures - non-food retailers, 2019
Products purchased - blazers & jackets, 2018 & 2019
Average spend - blazers & jackets, 2018 & 2019
Retailers used - blazers & jackets, 2018 & 2019
Products purchased - trousers, dresses and skirts, 2018 & 2019
Average spend - trousers, dresses and skirts, 2018 & 2019
Retailers used - trousers, dresses and skirts, 2018 & 2019
Products purchased - shirts and blouses, 2018 & 2019
Average spend - shirts and blouses, 2018 & 2019
Retailers used - shirts and blouses, 2018 & 2019
Products purchased - accessories, 2018 & 2019
Average spend - accessories, 2018 & 2019
Retailers used - accessories, 2018 & 2019
Products purchased - sweaters, 2018 & 2019
Average spend - sweaters, 2018 & 2019
Retailers used - sweaters, 2018 & 2019
Products purchased - underwear, 2018 & 2019
Average spend - underwear, 2018 & 2019
Retailers used - underwear, 2018 & 2019
Products purchased - footwear, 2018 & 2019
Average spend - footwear, 2018 & 2019
Retailers used - footwear, 2018 & 2019
Retailers used - sportswear, 2018 & 2019
Products purchased - sportswear, 2018 & 2019
Average spend - sportswear, 2018 & 2019
Products purchased - sports footwear, 2018 & 2019
Average spend - sports footwear, 2018 & 2019
Retailers used - sports footwear, 2018 & 2019
Products purchased - sports equipment, 2018 & 2019
Average spend - sports equipment, 2018 & 2019
Retailers used - sports equipment, 2018 & 2019
Products purchased - pens and pencils, 2018 & 2019
Average spend - pens and pencils, 2018 & 2019
Retailers used - pens and pencils, 2018 & 2019
Products purchased - stationery essentials, 2018 & 2019
Average spend - stationery essentials, 2018 & 2019
Retailers used - stationery essentials, 2018 & 2019
Products purchased - notebooks, diaries and organisers, 2018 & 2019
Average spend - notebooks, diaries and organisers, 2018 & 2019
Retailers used - notebooks, diaries and organisers, 2018 & 2019
Products purchased - paper, 2018 & 2019
Average spend - paper, 2018 & 2019
Retailers used - paper, 2018 & 2019
Products purchased - other stationery, 2018 & 2019
Average spend - other stationery, 2018 & 2019
Retailers used - other stationery, 2018 & 2019
Products purchased - food accessories, 2018 & 2019
Average spend - food accessories, 2018 & 2019
Retailers used - food accessories, 2018 & 2019
Products purchased - school bag, 2018 & 2019
Average spend - school bag, 2018 & 2019
Retailers used - school bag, 2018 & 2019
Products purchased - hair accessories, 2018 & 2019
Average spend - hair accessories, 2018 & 2019
Retailers used - hair accessories, 2018 & 2019
Products purchased - books for lessons, 2018 & 2019
Average spend - books for lessons, 2018 & 2019
Retailers used - books for lessons, 2018 & 2019
Products purchased - revision guides, 2018 & 2019
Average spend - revision guides, 2018 & 2019
Retailers used - revision guides, 2018 & 2019

List Of Figures


Financial wellbeing compared to last year, 2018 & 2019
How consumers financed back to school spending, 2018 & 2019
Back to school spending compared to last year, 2018 & 2019
Actively cutting back on back to school spending, 2018 & 2019
Research undertaken before purchasing back to school, 2019 & change on 2018
Influence of promotions on back to school shopping habits, 2018 & 2019
Influence of promotions on when consumers purchase back to school products, 2018 & 2019
The types of promotions that are appealing and have been used, 2019
The number of students purchased for, 2018 & 2019
The proportion of back to school spending on each category, 2018 & 2019
Retailers that did the best job promoting back to school, 2018 & 2019
Whats driving retailer selection (uniform), 2019, & ppt change on 2018
Research undertaken before purchasing back to school (uniform), 2019 & change on 2018
Consumers using each channel for purchasing uniform (browsed & purchased), 2019
Consumers using each store type for purchasing uniform (browsed & purchased), 2019
Consumers using each device for purchasing uniform (browsed & purchased), 2019
Fulfilment options for uniform purchases made online, 2018 & 2019
Requirement and use of alteration services, 2018 & 2019
Reasons why embroidery services were not used, 2018 & 2019
Awareness of uniform embroidery/alteration services, 2019
Factors of importance (uniform), 2018 & 2019
Top 10 retailers shopped at for uniform, 2018 & 2019
Back to school 2019 blazers and jackets penetration (and by age of child bought for) & 2018 blazers and jackets penetration
Back to school 2019 trousers dresses and skirts penetration (and by age of child bought for) & 2018 trousers dresses and skirts penetration
Trousers fit, length & style purchased, 2019
Skirt length & style purchased, 2019
Back to school 2019 shirts and blouses penetration (and by age of child bought for) & 2018 shirts and blouses penetration
Shirts fit purchased, 2019
Blouses fit purchased, 2019
Back to school 2019 accessories penetration (and by age of child bought for) & 2018 accessories penetration
Back to school 2019 sweaters penetration (and by age of child bought for) & 2018 sweaters penetration
Back to school 2019 underwear penetration (and by age of child bought for) & 2018 underwear penetration
Back to school 2019 footwear penetration (and by age of child bought for) & 2018 footwear penetration
Shoe fit purchased, 2019
Planned/impulse purchases (overall uniform), 2018 & 2019
Planned/impulse purchases (uniform categories), 2018 & 2019
Whats driving retailer selection (sportswear and sports equipment), 2019, & ppt change on 2018
Consumers using each channel for purchasing sportswear and equipment (browsed & purchased), 2019
Consumers using each store type for purchasing sportswear and equipment (browsed & purchased), 2019
Consumers using each device for purchasing sportswear & equipment (browsed & purchased), 2019
Fulfilment options for sportswear and sports equipment purchases made online, 2018 & 2019
Top 10 retailers shopped at for sportswear and sports equipment 2018 & 2019
Back to school 2019 sportswear penetration (and by age of child bought for) & 2018 sportswear penetration
Back to school 2019 sports footwear penetration (and by age of child bought for) & 2018 sports footwear penetration
Back to school 2019 sports equipment penetration (and by age of child bought for) & 2018 sports equipment penetration
Planned/impulse purchases (sportswear and sports equipment), 2018 & 2019
Planned/impulse purchases (sportswear and sports equipment categories), 2018 & 2019
Whats driving retailer selection (stationery), 2019, & ppt change on 2018
Consumers using each channel for purchasing stationery (browsed & purchased), 2019
Consumers using each store type for purchasing stationery (browsed & purchased), 2019
Consumers using each device for purchasing stationery (browsed & purchased), 2019
Fulfilment options for stationery purchases made online, 2018 & 2019
Top 10 retailers shopped at for stationery 2018 & 2019
Back to school 2019 pens and pencils penetration (and by age of child bought for) & 2018 pens and pencils penetration
Back to school 2019 stationery essentials penetration (and by age of child bought for) & 2018 stationery essentials penetration
Back to school 2019 notebooks, diaries and organisers penetration (and by age of child bought for) & 2018 notebooks, diaries and organisers penetration
Back to school 2019 paper penetration (and by age of child bought for) & 2018 paper penetration
Back to school 2019 other stationery penetration (and by age of child bought for) & 2018 other stationery
Planned/impulse purchases (stationery), 2018 & 2019
Planned/impulse purchases (stationery categories), 2018 & 2019
Whats driving retailer selection (school accessories), 2019, & ppt change on 2018
Consumers using each channel for purchasing school accessories (browsed & purchased), 2019
Consumers using each store type for purchasing school accessories (browsed & purchased), 2019
Consumers using each device for purchasing school accessories (browsed & purchased), 2019
Fulfilment options for school accessories purchases made online, 2018 & 2019
Top 10 retailers shopped at for school accessories 2018 & 2019
Back to school 2019 food accessories penetration (and by age of child bought for) & 2018 food accessories penetration
Back to school 2019 school bag penetration (and by age of child bought for) & 2018 school bag penetration
Back to school 2019 hair accessories penetration (and by age of child bought for) & 2018 hair accessories
Planned/impulse purchases (school accessories), 2018 & 2019
Planned/impulse purchases (school accessories categories), 2018 & 2019
Whats driving retailer selection (books), 2019, & ppt change on 2018
Consumers using each channel for purchasing books (browsed & purchased), 2019
Consumers using each store type for purchasing books (browsed & purchased), 2019
Consumers using each device for purchasing books (browsed & purchased), 2019
Fulfilment options for books purchases made online, 2018 & 2019
Top 10 retailers shopped at for books 2018 & 2019
Back to school 2019 books for lessons penetration (and by age of child bought for) & 2018 books for lessons penetration
Back to school 2019 revision guides penetration (and by age of child bought for) & 2018 revision guides penetration
Planned/impulse purchases (books), 2018 & 2019
Planned/impulse purchases (books categories), 2018 & 2019

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