The back-to-school season provides a reflection of the coming holiday shopping as youth interest in product categories continues to shift. According to the Pulse report, expect to see continued strong growth in gift cards as the most convenient way to make the right gift-giving decision.
Teens shifted back-to-school spending priorities this year with clothes and cosmetics at the bottom of the list. Computers (boys) and shoes/bags (girls) are found at the top. The most significant decrease in back-to-school purchases for teen girls (28% to 16%) and not a high priority among college females either was beauty and fragrance. Gas for cars is a big priority for college students, less so for driving high school teens.
The Pulse survey reports that 46% of college students and 28% of teens spent less on back-to-school clothes this year to use the money for other things. Teens and college students generally choose the same retail channels for clothes shopping. The No.1 retail channel is department stores followed by specialty clothing stores and mass merchandisers. The internet dropping sharply as a source for clothes, especially among college students who are increasing their shopping in discount clothing stores. More info: www.wslstrategicretail.com.