The results of the Back-to-School Consumer Intentions and Actions Survey for 2006, 2007, 2008, 2009 and 2010 tracks the shifts in spending at online, clothes, electronics, discount, and department stores.. The five-year survey results also reveal shifts in spending on college students versus primary and secondary school-age children.
According to the latest back-to-school spending survey results, consumers intended to be shopping less on clothing and more on shoes and dorm furnishings for college age students in 2010. If actual spending follows intentions, younger children will have more new clothes, shoes, supplies, and electronics in the 2010-2011 school year than they have in the past four years.
What follows are some of the key results of the Back-to-School Consumer Intentions and Actions Survey for 2006 - 2010. Results for back-to-college and back-to-school spending are separated in 2007 - 2010. For 2006, the differentiation between spending on college-age kids and younger children at home was not made in the survey results, and those singular figures are included with the "back-to-school" figures below.
Five-year Comparison of the NRF BIGResearch Back-to-School Consumer Intentions and Actions Survey, 2006 - 2010:
Average Amount Consumers Planned to Spend for Back-to-College Clothing and Accessories
$120.88 - 2010
$118.56 - 2009
$134.40 - 2008
$149.85 - 2007
Average Amount Consumers Planned to Spend for Back-to-College Shoes
$62.20 - 2010
$57.85 - 2009
$58.46 - 2008
$59.90 - 2007
Average Amount Consumers Planned to Spend for Back-to-College Collegiate Branded Merchandise
$36.26 - 2010
$34.52 - 2009
$35.26 - 2008
N/A - 2007
Average Amount Consumers Planned to Spend for Back-to-College School Supplies
$62.91 - 2010
$61.05 - 2009
$68.47 - 2008
$63.52 - 2007
Average Amount Consumers Planned to Spend for Back-to-College Electronics
$236.94 - 2010
$266.08 - 2009
$211.89 - 2008
$258.43 - 2007
Percentage of Consumers Who Planned to Make Their Back-to-College Purchases at Discount Stores
53.8% - 2010
53.4% - 2009
52.0% - 2008
51.5% - 2007
Percentage of Consumers Who Planned to Make Their Back-to-College Purchases Online
28.6% - 2010
28.6% - 2009
29.9% - 2008
30.5% - 2007
Percentage of Consumers Who Planned to Make Their Back-to-College Purchases at Electronics Stores
18.0% - 2010
20.9% - 2009
19.6% - 2008
20.9% - 2007
Percentage of Consumers Planning to Start Back-to-College Shopping Two Months Before School Starts
20.2% - 2010
22.3% - 2009
21.5% - 2008
20.9% - 2007
Percentage of Consumers Planning to Start Back-to-College Shopping The Week School Starts
12.6% - 2010
9.0% - 2009
12.1% - 2008
9.4% - 2007
Percentage of Consumers Planning to Start Back-to-College Shopping After School Starts
10.9% – 2010
9.4% - 2009
8.7% - 2008
10.1% – 2007
>> More Back-to-School Spending Intentions for Primary and Secondary School Children >>
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