Back to School in the United Kingdom (UK) 2020 - Consumer Dynamics and Spending Habits

Back to School in the United Kingdom (UK) 2020 - Consumer Dynamics and Spending Habits



Back to School in the United Kingdom (UK) 2020 - Consumer Dynamics and Spending Habits 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 2019.

Scope

- The proportion of consumers feeling worse off financially this year has risen by 4.7ppts compared to last year to 30.1%, with the COVID-19 pandemic causing job losses and a reduction in income for many.
- Driven by the COVID-19 pandemic and subsequent lockdown, consumers now value online and delivery capabilities far more than before.
- After dominating last year, ASDAs position is now threatened by a lacklustre performance against a resurgent Tesco.

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
COVID-19 takes its toll on back to school spending
Shopping habits are changing with impulse purchases diminishing
Online usage soars as consumers limit use of physical locations
ASDA struggles against a resurgent Tesco
Consumers increasingly demand high quality products
Trend insight - stores
Trend insight - online
CONSUMER ATTITUDES
Financial wellbeing
Financial spending
Back to school spending
Research
Promotions
Schoolchildren purchased for
Retailer selection
Retailer ratings - grocers
Retailer ratings - non-food retailers
Return to school
UNIFORM
Retailer selection
Research
Channel usage
Store type
Device usage
Fulfilment
Embroidery/alteration services
Factors of importance
Retailer used
Buying dynamics
SPORTSWEAR AND SPORTS EQUIPMENT
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
STATIONERY
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
SCHOOL ACCESSORIES
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
BOOKS
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, 2020
Retailer ratings across key measures - non-food retailers, 2020
Percentage point change - top 10 retailers shopped at for uniform, 2019 to 2020
Products purchased - blazers & jackets, 2019 & 2020
Average spend - blazers & jackets, 2019 & 2020
Retailers used - blazers & jackets, 2019 & 2020
Products purchased - trousers, dresses and skirts, 2019 & 2020
Average spend - trousers, dresses and skirts, 2019 & 2020
Retailers used - trousers, dresses and skirts, 2019 & 2020
Products purchased - shirts and blouses, 2019 & 2020
Average spend - shirts and blouses, 2019 & 2020
Retailers used - shirts and blouses, 2019 & 2020
Products purchased - accessories, 2019 & 2020
Average spend - accessories, 2019 & 2020
Retailers used - accessories, 2019 & 2020
Products purchased - sweaters, 2019 & 2020
Average spend - sweaters, 2019 & 2020
Retailers used - sweaters, 2019 & 2020
Products purchased - underwear, 2019 & 2020
Average spend - underwear, 2019 & 2020
Retailers used - underwear, 2019 & 2020
Products purchased - footwear, 2019 & 2020
Average spend - footwear, 2019 & 2020
Retailers used - footwear, 2019 & 2020
Percentage point change - top 10 retailers shopped at for sportswear 2019 to 2020
Retailers used - sportswear, 2019 & 2020
Products purchased - sportswear, 2019 & 2020
Average spend - sportswear, 2019 & 2020
Products purchased - sports footwear, 2019 & 2020
Average spend - sports footwear, 2019 & 2020
Retailers used - sports footwear, 2019 & 2020
Products purchased - sports equipment, 2019 & 2020
Average spend - sports equipment, 2019 & 2020
Retailers used - sports equipment, 2019 & 2020
Percentage point change - top 10 retailers shopped at for stationery 2019 to 2020
Products purchased - pens and pencils, 2019 & 2020
Average spend - pens and pencils, 2019 & 2020
Retailers used - pens and pencils, 2019 & 2020
Products purchased - stationery essentials, 2019 & 2020
Average spend - stationery essentials, 2019 & 2020
Retailers used - stationery essentials, 2019 & 2020
Products purchased - notebooks, diaries and organisers, 2019 & 2020
Average spend - notebooks, diaries and organisers, 2019 & 2020
Retailers used - notebooks, diaries and organisers, 2019 & 2020
Products purchased - paper, 2019 & 2020
Average spend - paper, 2019 & 2020
Retailers used - paper, 2019 & 2020
Products purchased - other stationery, 2019 & 2020
Average spend - other stationery, 2019 & 2020
Retailers used - other stationery, 2019 & 2020
Percentage point change - top 10 retailers shopped at for school accessories 2019 to 2020
Products purchased - food accessories, 2019 & 2020
Average spend - food accessories, 2019 & 2020
Retailers used - food accessories, 2019 & 2020
Products purchased - school bag, 2019 & 2020
Average spend - school bag, 2019 & 2020
Retailers used - school bag, 2019 & 2020
Products purchased - hair accessories, 2019 & 2020
Average spend - hair accessories, 2019 & 2020
Retailers used - hair accessories, 2019 & 2020
Products purchased - safety accessories, 2020
Average spend - safety accessories, 2020
Retailers used - safety accessories, 2020
Percentage point change - top 10 retailers shopped at for books 2019 to 2020
Products purchased - books for lessons, 2019 & 2020
Average spend - books for lessons, 2019 & 2020
Retailers used - books for lessons, 2019 & 2020
Products purchased - revision guides, 2019 & 2020
Average spend - revision guides, 2019 & 2020
Retailers used - revision guides, 2019 & 2020

List Of Figures


Financial wellbeing compared to last year, 2019 & 2020
How consumers financed back to school spending, 2019 & 2020
Back to school spending compared to last year, 2019 & 2020
Actively cutting back on back to school spending, 2020
Research undertaken before purchasing back to school, 2020 & change on 2019
Influence of promotions on back to school shopping habits, 2019 & 2020
Influence of promotions on when consumers purchase back to school products, 2019 & 2020
The types of promotions that are appealing and have been used, 2020
The number of schoolchildren purchased for, 2019 & 2020
The proportion of back to school spending on each category, 2019 & 2020
Retailers that did the best job promoting back to school, 2019 & 2020
Views on returning to school in September 2020
Whats driving retailer selection (uniform), 2020, & ppt change on 2019
Research undertaken before purchasing back to school (uniform), 2020 & change on 2019
Consumers using each channel for purchasing uniform (browsed & purchased), 2020
Consumers using each store type for purchasing uniform (browsed & purchased), 2020
Consumers using each device for purchasing uniform (browsed & purchased), 2020
Fulfilment options for uniform purchases made online, 2019 & 2020
Requirement and use of alteration services, 2019 & 2020
Reasons why embroidery services were not used, 2019 & 2020
Awareness of uniform embroidery/alteration services, 2020
Factors of importance (uniform), 2019 & 2020
Top 10 retailers shopped at for uniform, 2019 & 2020
Back to school 2020 blazers and jackets penetration (and by age of child bought for) & 2019 blazers and jackets penetration
Back to school 2020 trousers dresses and skirts penetration (and by age of child bought for) & 2019 trousers dresses and skirts penetration
Trousers fit, length & style purchased, 2020
Skirt length & style purchased, 2020
Back to school 2020 shirts and blouses penetration (and by age of child bought for) & 2019 shirts and blouses penetration
Shirts fit purchased, 2020
Blouses fit purchased, 2020
Back to school 2020 accessories penetration (and by age of child bought for) & 2019 accessories penetration
Back to school 2020 sweaters penetration (and by age of child bought for) & 2019 sweaters penetration
Back to school 2020 underwear penetration (and by age of child bought for) & 2019 underwear penetration
Back to school 2020 footwear penetration (and by age of child bought for) & 2019 footwear penetration
Shoe fit purchased, 2020
Planned/impulse purchases (overall uniform), 2019 & 2020
Planned/impulse purchases (uniform categories), 2019 & 2020
Whats driving retailer selection (sportswear and sports equipment), 2020, & ppt change on 2019
Consumers using each channel for purchasing sportswear and equipment (browsed & purchased), 2020
Consumers using each store type for purchasing sportswear and equipment (browsed & purchased), 2020
Consumers using each device for purchasing sportswear & equipment (browsed & purchased), 2020
Fulfilment options for sportswear and sports equipment purchases made online, 2019 & 2020
Top 10 retailers shopped at for sportswear and sports equipment 2019 & 2020
Back to school 2020 sportswear penetration (and by age of child bought for) & 2019 sportswear penetration
Back to school 2020 sports footwear penetration (and by age of child bought for) & 2019 sports footwear penetration
Back to school 2020 sports equipment penetration (and by age of child bought for) & 2019 sports equipment penetration
Planned/impulse purchases (sportswear and sports equipment), 2019 & 2020
Planned/impulse purchases (sportswear and sports equipment categories), 2019 & 2020
Whats driving retailer selection (stationery), 2020, & ppt change on 2019
Consumers using each channel for purchasing stationery (browsed & purchased), 2020
Consumers using each store type for purchasing stationery (browsed & purchased), 2020
Consumers using each device for purchasing stationery (browsed & purchased), 2020
Fulfilment options for stationery purchases made online, 2019 & 2020
Top 10 retailers shopped at for stationery 2019 & 2020
Back to school 2020 pens and pencils penetration (and by age of child bought for) & 2019 pens and pencils penetration
Back to school 2020 stationery essentials penetration (and by age of child bought for) & 2019 stationery essentials penetration
Back to school 2020 notebooks, diaries and organisers penetration (and by age of child bought for) & 2019 notebooks, diaries and organisers penetration
Back to school 2020 paper penetration (and by age of child bought for) & 2019 paper penetration
Back to school 2020 other stationery penetration (and by age of child bought for) & 2019 other stationery
Planned/impulse purchases (stationery), 2019 & 2020
Planned/impulse purchases (stationery categories), 2019 & 2020
Whats driving retailer selection (school accessories), 2020, & ppt change on 2019
Consumers using each channel for purchasing school accessories (browsed & purchased), 2020
Consumers using each store type for purchasing school accessories (browsed & purchased), 2020
Consumers using each device for purchasing school accessories (browsed & purchased), 2020
Fulfilment options for school accessories purchases made online, 2019 & 2020
Top 10 retailers shopped at for school accessories 2019 & 2020
Back to school 2020 food accessories penetration (and by age of child bought for) & 2019 food accessories penetration
Back to school 2020 school bag penetration (and by age of child bought for) & 2019 school bag penetration
Back to school 2020 hair accessories penetration (and by age of child bought for) & 2019 hair accessories
Back to school safety hair accessories penetration (and by age of child bought for)
Planned/impulse purchases (school accessories), 2019 & 2020
Planned/impulse purchases (school accessories categories), 2019 & 2020
Whats driving retailer selection (books), 2020, & ppt change on 2019
Consumers using each channel for purchasing books (browsed & purchased), 2020
Consumers using each store type for purchasing books (browsed & purchased), 2020
Consumers using each device for purchasing books (browsed & purchased), 2020
Fulfilment options for books purchases made online, 2019 & 2020
Top 10 retailers shopped at for books 2019 & 2020
Back to school 2020 books for lessons penetration (and by age of child bought for) & 2019 books for lessons penetration
Back to school 2020 revision guides penetration (and by age of child bought for) & 2019 revision guides penetration
Planned/impulse purchases (books), 2019 & 2020
Planned/impulse purchases (books categories), 2019 & 2020

Back to School in the United Kingdom (UK) 2020 - Consumer Dynamics and Spending Habits

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