Back-to-College Spending Slightly Down

July 27, 2011

This article is included in these additional categories:

Analytics, Automated & MarTech | Data-driven | Financial Services | Retail & E-Commerce | Uncategorized | Youth & Gen X

nrf-back-to-school-college-july-20111.JPGParents and college students will spend an average of $808.71 this year on back-to-college items, down 3% from $835.73 last year, according to the 2011 Back-to-School survey from the National Retail Federation (NRF) and BIGresearch. The survey also found 45.8% of students and their parents will buy electronics, the lowest level since 2005.

Electronics Purchases Decline 11%

nrf-back-to-college-spend-july-2011.JPGHowever, electronics will still take up the largest portion of shoppers’ budgets, with the average person expected to spend $209.93, an 11% decrease from last year’s $236.94. Freshmen will spend the most on electronics ($281.94 on average).

Collegiate shoppers will also spend on clothing and accessories ($127.37), dorm furnishings ($96.84), food items ($94.60), school supplies ($61.48) and personal care items ($64.44). In addition, the average person is expected to spend $60.46 on gift cards or pre-paid cards.

Economy Affects Collegiate Spending

Four out of five (83.7%) respondents say the economy will impact their spending plans. Eleven percent more collegiate shoppers than last year will purchase store brand or generic products (38% compared to 34.1% in 2010), and 32% more will comparison shop online (30.7% compared to 23.2% in 2010). In addition, many shoppers are making do with last year’s items (29.7%) and spending less overall (44.6%).

Dept. Stores Set Campus Trend

Nearly half (47.6%) of families with college-aged children will shop at a department store, up 12% from 42.5% last year. Others will shop at discount stores (53.9%), drug stores (19.4%), home furnishing or home decor stores (11.2%), office supply stores (33.4%), clothing stores (34.2%) and electronics stores (19.6%). Online retailers will see a 17% boost in traffic this year as one-third (33.4%) of respondents plan to shop online, up from 28.6% last year.

College Kids Start Early

This year’s survey found that one-quarter (24.4%) of college shoppers will begin their shopping at least two months before school starts, the highest percent since NRF began conducting the survey in 2003. Others will head out three weeks to one month before school starts (28.9%), one to two weeks before (27.9%), the week school starts (9.4%) or after school starts (9.4%).

No Place Like Home

Like last year, most say their child will live at home (52.9% compared to 51.8% in 2010), though one-quarter (24.7%) will live off campus at a house or apartment. Eighteen percent will live in a dorm room or college housing and 3.6% will live in a fraternity or sorority house.

About the Data: This poll of 8,684 consumers was conducted from July 1-6, 2011.

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