End Of The Season Recap:  Back-To-School Shopping

BTSStores are already stocking up for the holiday shopping season, but before moving on to the next event on marketers’ minds, we decided to examine the back-to-school shopping season as a whole. We surveyed 402 Millennials as part of a post-BTS analysis, and gained insights about their purchasing habits, shopping influences, and some of the biggest trends they’ve noticed at school.

First, it’s important to know that Millennials are independent when it comes to shopping for BTS clothes, and they’re making most of the decisions about what to buy. Even those who went shopping with parents or other family members still made most of the decisions since they’re the ones wearing the clothes. On average, Millennials said 58% of their BTS shopping was done by themselves whereas a quarter of it was with family members and 17% of it was with friends. Moreover, 6 in 10 (61%) said they made all the BTS clothing shopping decisions and a quarter made most of the decisions. Overall, nearly half said they were personally responsible for all of their shopping, whereas 22% said they did most of it. This proves just how essential it is to reach Millennials directly since they’re deciding what stores to go to and what to buy.

In terms of timing, Millennials are hitting the stores later and later each year. While BTS inventory is out earlier and stores are attempting to lure in consumers with coupons and deals in the beginning of July, most Millennials aren’t focused on BTS shopping until August. Half said they began shopping for their BTS wardrobe at the same time as last year, yet 3 in 10 (28%) started shopping later this year. Those who shopped at the same time as last year reported that it’s convenient and August is the core part of the BTS shopping season. Others added that they wanted to get most of…

 
 

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day: “My favorite place to shop is a Best Buy store, because they have most of the electronics I like to look at and everything is setup for you to try the products out.”

—Male, 23, PA 

Fast food employees may soon be a thing of the past, as more restaurants gravitate towards automation to cater to the foodie generation. A new study from Frisch's Restaurants found that almost a third of 18-24-year-olds would rather order their food from a drive-thru because "they don't feel like dealing with people." The CEO of Hardee’s and Carl’s Jr. who has plans for fully automated restaurants in the near future, says he has seen young consumers’ aversion for social interaction himself: “I've actually seen young people waiting in line to use the kiosk where there's a person standing behind the counter, waiting on nobody." (Business Insider

Viceland’s tactics to get Millennials to turn on the TV may actually be working. Maybe. The recently launched network’s “adrenaline-fueled shows” are showing signs of successfully attracting a young audience. Compared to its predecessor, History’s H2 channel, the average 18-49 primetime audience has more than doubled, and the median viewer age of the channel has dropped 17 years, from 57 to 40. Viceland’s programming president takes that as a signal they’re “doing something right.” Two of their shows, Woman and Gaycation,have also been recognized with Emmy nominations. (NY Daily News

Millennials’ pizza obsession is reshaping the industry. U.S. pizza sales have reached $45 billion this year, up $38.5 billion in 2015, thanks to young consumers. Millennials are not only gravitating towards healthier options, but “consider the experience as significant as the food itself.” As a result, the fast-casual build-your-own-pizza model has been thriving. The restaurant 1000 Degrees, for example, has opened 25 franchises in the last two years with plans to have open another 30 by the year’s end. The CEO attributes success to high quality ingredients, and transparency on what goes on customizable pies. (CNBC

Nickelodeon is launching a kids’ music video channel. The MTV Hits channel is being rebranded to become NickMusic, a 24-hour music destination that will showcase kids’ favorite Top 40 artists across all genres, as well as branded and artist-hosted programming like Videos We HeartPop Playback and Bumpin’ Beats. It will also feature concert specials and “music-inspired series” like TeenNick Top 10. The channel isn’t Nickelodeon’s first music effort: NickMusic, their digital radio channel on iHeartRadio, features “current hits, guest DJ appearances by channel stars, branded entertainment and celebrity interviews.” (Kidscreen

They may be competing for young viewers, but YouTube and TV actually help grow one another’s audience. A Google-commissioned Nielsen study found that TV can actually drive YouTube engagement, and YouTube can do the same for TV. For talk shows in particular, there was a 18% increase in tune-in on TV from an audience that had watched YouTube content of those shows. Nielsen says the results are “significant,” and commented that the opportunity is great for programmers and advertisers to “leverage the connection between digital views and TV audiences." (Adweek)

Quote of the Day: “My favorite app is Amazon, because it's so convenient. I can order things on Prime with just a few clicks.”—Female, 27, PA 

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies