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?


The Newsfeed

Quote of the Day: “When deciding what products to buy, what’s most valuable to me is reviews from users regardless of whether or not I know them.”—Female, 32, MA

Adidas is continuing to take customization to the next level, with a new pop-up store that creates custom clothes in a majorly futuristic way. Knit For You, located in Berlin uses a laser body scanner to determine exact measurements for their personalized merino wool sweaters. To select their design, shoppers go into a dark room where patterns that can be adjusted with hand gestures are projected on their chests. The final chosen product is then knitted, washed, and dried in-store to be picked up in hours, for the price of $215. (Business Insider

BuzzFeed’s wildly popular food platform Tasty is expanding into the coffee business. In a partnership with NBCUniversal, Tasty has begun selling Brooklyn Roasting Company coffee beans, and of course, they’re “offer[ing] a quiz to help with decision making.” Quiz-takers will be asked about their favorite fruit, how they feel about caffeine, what their ideal morning is like, and more, to which they can answer with emojis. Once the coffee choice is made, consumers can make it even more personal by creating their own labels. (Grub Street)  

Chinese Millennials are using digital devices for “connection, discovery and actualization,” more often than their American counterparts. A recent global survey from Labbrand found that 85% of Chinese Millennials are using their phones to make in-store payments on a weekly basis, compared to 44% of U.S. Millennials. They’re also more likely to broadcast their behavior online: Over seven in ten Chinese Millennials are posting movie, restaurant, travel, and other activity-related reviews weekly and over half say they share everything they do online, compared to 44% and 28% of U.S. Millennials respectively. (ReadITQuik

What cities are Millennial homebuyers flocking to? According to an analysis by LendingTree, the top three are Pittsburgh, Washington, D.C., and Des Moines, Iowa—based on mortgage requests by those 35 and under. The online loan company says that on average 36.1% of all their mortgage requests came from the age group, a slight increase from the year before, which they say is “thanks to a stronger jobs market and overall economy.” They expect to see more young buyers looking for homes as financial situations keep improving. (Yahoo FinanceCredit.com

YouTube is being criticized for filtering LGBTQ content. Recently, YouTube creators have discovered that some content featuring LGBTQ titles and themes are being filtered when users enable “Restricted Mode” to screen out “potentially objectionable content.” YouTuber Neon Fiona pointed to her own page as evidence, citing that videos with “girlfriend” in the title were filtered under the mode, but videos with “boyfriend” in the title were not. Not all LGBTQ content is filtered and one YouTuber observes, “This is something that no one’s really sure how it’s working.” (Tubefilter

Quote of the Day: “When I was watching the Super Bowl, I switched the channel or left the room when it was a commercial break.”—Male, 27, MN

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