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…

 
 

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Millennial News Feed

Quote of the Day: “I learned to cook through ship to home meals like Blue Apron.” –Male, 24, IL

Some Millennial guys are embracing going gray—way ahead of time. Silver fox hair has joined man buns and merman hair as one of the fads they’re using to express themselves and stand out in the crowd. Though clearly not a widespread trend, Amazon has seen gray hair dye searches increase by threefold in the last year and some celebrities are showing of their silver dos on social media. One stylist tells the Times it isn’t about the natural look: “The demographic of guys who come to me to go gray are doing it more as a fashion statement.” (The New York TimesGothamist

Luxury fashion brands have been targeting teens through Snapchat, which is prompting some to ask if they’re ignoring their core market. Calvin Klein, Louis Vuitton, and Burberry have all had recent campaigns on the platform using teen influencers like Kendall Jenner and Brooklyn Beckham. Although the promotions might miss the mark with their traditional older consumers, as well as most older Millennials, the goal is likely to influence today’s more practical young consumers to buy (or ask their parents to buy) entry-level luxury items. One analyst says that “online as a whole now influences over 60% of [luxury] purchases.” (Forbes

Taco Bell wants to be Millennials’ favorite. Despite benefiting from Chipotle’s E.coli breakout and seeing sales rise 4% last quarter, the brand is still looking to make significant changes and continue to improve their image. New menu items like the Doritos Locos and Waffle Tacos were a hit with 18-35-year-olds, and next they’re adding cage-free eggs. Fast-casual is a threat to fast food titans, but Millennials’ craving for cheap eats isn’t going away—McDonald’s is still the most visited restaurant among 20 and 30-year-olds, thanks in part to their value menu. (Business Insider

The struggle is real for Millennials, and the upcoming movie Get a Job is bringing their employment and financial problems to the big screen. The story starts off with two optimistic, bright-eyed college graduates who are in love and ready to take on the world. Unfortunately, they soon face the challenges of a tough economy with layoffs and downsizing. While they alternately lose jobs and tell each other to “step up,” they attempt to make rent, deal with debilitating student loans, and enjoy being young.  (Entertainment Weekly

YouTube is ready to be the next Netflix. YouTube Red, their $9.99 monthly subscription service, is premiering their first original shows next week, and will launch between 15-20 new ad-free shows in 2016, some featuring popular YouTube stars. The platform plans to attain success with cheaper productions, unlike Netflix’s big budget shows, and is going after the younger viewers that grew up idolizing social media stars. With YouTube focusing on the fans, networks are expecting the influencers to help the platform take-off: “There’s a reason why [millions] of people are watching them and it’s not just because it’s free.” (Los Angeles Times

“The issue I am most passionate about is the economy, because wealth disparity is killing the American dream.” –Male, 27, TX

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