2024年德勤返校季調(diào)查報告（英文版）-德勤

2024Deloitte

back-to-schoolsurvey

Valuemovestothetopoftheclass

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.2024Deloitteback-to-schoolsurvey.

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.2024Deloitteback-to-schoolsurvey.

Authors

NickHandrinos

VicechairandUSRetail

&ConsumerProductsleaderDeloitteConsultingLLP

nhandrinos@

BrianMcCarthy

Principal

Retail,Wholesale&DistributionandConsumerProducts

DeloitteConsultingLLP

brimccarthy@

StephenRogers

Executivedirector

ConsumerIndustryCenterDeloitteServicesLP

stephenrogers@

LupineSkelly

Retailresearchleader

Retail,Wholesale&DistributionConsumerIndustryCenter

DeloitteServicesLP

lskelly@

KusumManojRaimalani

Senioranalyst

Retail,Wholesale&DistributionConsumerIndustryCenter

DeloitteSupportServicesIndiaPvt.Ltd.

kraimalani@

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.2024Deloitteback-to-schoolsurvey.

Tableof2

Authors

contents

4

Executivesummary

6

Cheatsheet

7

Surveyfindings

5

Executiveperspectives

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.2024Deloitteback-to-schoolsurvey.

Executive

summary

Inour17thannualback-to-school(BTS)survey,familiesarecaughtinabalancingactastheypreparetoembarkontheirsecond-largestspendingexpenditureoftheyear.1Respondentsareweighingtheneedtochecknecessitiesoffschoollistsagainstsplurgingonthenoveltyitemstheirchildrenwant.They’rebalancingtheneedforlowpriceswiththeirdesireforconvenience.Andthey’rejugglingacost-of-livingsqueezewhilewantingtoprioritizerepaddingtheirsavingsandenrollingtheirchildreninextracurricularactivities.

Inshort,it’sanexhaustingtimeforparentsandanopportunityforretailerstotakesomeofthefrictionoutoftheoccasion,especiallyas$31.3billioninpotentialsales(flatYoY)areupforgrabs.

So,whatbehaviorsshouldretailerspayattentiontoastheseasonbegins?Inoursurveyfindings,consumersmadeitloudandclearthatvalueisatthetopoftheirminds.They’relookingtoshopearlierintheseasontofindthebestdeals,especiallyaroundthemid-Julypromotionalevents.Themoremoneytheycansaveearlyon,themorewiggleroomtheycouldhaveforafewindulgences,as85%ofthosesurveyedsaidtheycouldbeinfluencedtosplurgeontheirchildren,while50%plannedtopurchasesomethingforthemselves.

Tohelpcapturetheseincrementaldollarsduringaneventfocusedoneconomizing,retailersshouldconsiderleaningontheirloyaltylevers.Shoringuployaltyprogramsandcreatingconsistentin-storeandonlineexperienceswilllikelybecrucialforretailerstobuildtrustandencourageloyalbehavior.

Therewilllikelybeotheropportunitiesforretailersaswell.Afterthehottestyearonrecord,2sustainabilityandcircularityaregrowinginpopularity,withfourin10parents(acrossincomegroups)expectedtopurchaseausedorrefurbisheditemthisseason.Retailersthatcanexpandcircularassortmentsandmessagesaroundthebenefitsofbuyingthroughatrustedsourcemaybeabletohedgeagainstthegrowingpopularityofpeer-to-peermarketplaces.

Andfinally,consumerssaytheywantvalue,but70%surveyedsaidconvenienceistheNo.1driverofwheretheywillspendthemost.Itseemsretailersarealsoexpectedtobecaughtinthebalancingactofhowfartorollouttheredcarpet.

Sources:(1)NationalRetailFederation;(2)NationalOceanicandAtmosphericAdministration,"2023wastheworld’swarmestyearonrecord,byfar,"January12,2024.

Executive

perspectives

ParentsweighpricesandprioritiesValuetopsloyaltySplurgingfortherightreasons

Asfamiliescontinuetonavigateacost-of-living

squeeze,they’rehavingtoprioritizewhere

theirincrementaldollarsgo.Withafocuson

repaddingtheirsavingsandinvestingin

extracurricularactivities,respondentsare

takingacautiousapproachtoback-to-school

spending.Theyplantospendanaverageof

$586perchild,similartolastyear.

Consumerssurveyedareprioritizingvalue

overloyalty,byshoppingearliertofindthe

bestdeals(66%ofthebudgetisexpectedto

bespentbytheendofJulyversus59%in

2023),shiftingtoprivatelabel(50%versus

36%in2023),andshoppingatmoreretail

formatstofindthebestdeals(4.7versus3.9

in2023).

Despiteparentsfocusingonnecessities,85%

ofrespondentssaidtheycouldbeinfluenced

tosplurgeonamust-haveitemorbrandto

makethestartofschoolexcitingorhelp

boosttheirchild’sself-esteem.Inaddition,

50%saidtheyplantopurchasesomething

forthemselves,offeringretailers

opportunitiestosecureadd-onsales.

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.2024Deloitteback-to-schoolsurvey.

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.2024Deloitteback-to-schoolsurvey.

Cheatsheet

Spendingtrends

Parentssurveyedplantospend$586perchildonBTSitemsthisseason(downjust$11from2023).

TheoverallBTSmarketspendholdsrelatively

steadyat$31.3billion,versus$31.9billionin2023.

ClothingandschoolsuppliesareflatYoY,whiletechtakesabackseat(-11%YoY).

Low-income(–4%YoY)andmiddle-income(–9%

YoY)parentspullbackspendingastheystrugglewithfinancesandareconcernedabouteconomic

conditions.High-incomeparentsexpecttospendmore(+5%YoY)aspricesforBTSitemsrise.

Ifbudgetsbecometootightandcostsmustbecut,

parentswillcutbackonschoolsupplies(40%)andclothing(28%).

86%haveenrolledtheirchildreninextracurricularactivitiesandplantospend$582(includingfeesandequipment).

85%wouldsplurgeontheirchild’smust-haveBTSproduct,and50%wouldshopforthemselveswhileshoppingfortheirchildren.

Shoppingjourney

In2024,66%ofplannedspendingisexpectedtooccurbytheendofJuly,upfrom59%in2023.59%of

respondentssaythebestdealsoccurearlyintheseason.

48%plantoshopduringtheAmazonPrimeDaysales

forBTSproducts,upfrom39%in2023.

Parentsplantoshopacross4.7retailformatsonaverage,upfrom3.9in2023.

Whendecidingwheretospendthemost,70%of

respondentsarelookingforretailersinconvenientlocations,offeringconvenientdeliveryoptionsand

hassle-freereturns.

Massmerchants(77%)andonlineretailers(65%)aretopdestinationsforthosesurveyed,appealinginpriceandconvenience.

70%aremultichannelshoppers(versus66%in2023),accountingfor80%ofthetotalspendthisseason(versus73%in2023).33%ofonlineshoppersplantoutilize

thebuyonlinepickupin-store(BOPIS)option,upfrom21%in2023.

33%ofBTSshopperssurveyedplantousesocial

media(versus21%in2023),and12%plantouseittopurchasewhileshoppingforBTSproducts(versus6%in2023).

Consumerpreferences

18%plantousegenerativeAIforBTSshopping,and

23%saychildrenareusingitintheirschoolwork,upfrom15%in2023.

GenAIcanhelpenhancetheshoppingexperiencebyprovidingproductreviews,helpingtoeconomizeand

savingtime.76%findproductreviewshelpful,62%useAItoeconomize,and35%useittosavetime.

35%ofrespondentssaygenAIisapositivetoolforacademicperformanceandoveralllearningexperiences.

43%buypre-ownedproductswhenavailable,upfrom40%in2023;74%don’tfeelguiltyaboutsendingtheirchildrentoschoolwithpre-owneditems.

CircularBTSshopperssurveyedspendonly7%less

thanothers.

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.2024Deloitteback-to-schoolsurvey.

Spending

trends

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.2024Deloitteback-to-schoolsurvey.

BTSspendingislikelytoremainunchangedfromlastyear…

Clothingandschoolsuppliesaccountforthelion’sshareofplannedBTSmarketspending

AverageBTSspendperchild1

$586

versus$597in2023

flatYoY,+11%since2020

CPI,percentagechange(April2020–2024)6

Stationery/stationerysupplies/giftwrap

Boys’

apparel

Girls’

apparel

Boys’andgirls’footwear

+24.5%+15.7%+12.9%+9.3%

ShareoftotalspendonBTS,bycategory2

Clothingand

Other$2.7Baccessories$12.6B

+22%YoY

versus$2.2Bin20235

flatYoY

$31.3B

EstimatedmarketspendflatYoY

versus$31.9Bin2023

versus$12.7Bin2023

Schoolsupplies$7.4BTechproducts$8.6B

–11%YoY

versus$9.76Bin20234

flatYoY

versus$7.3Bin20233

Sources:(1)DeloittecalculationsonBTSspendbasedonannualconsumersurveyprojections(N=1,198);(2)DeloittecalculationsonBTSspendbasedonannualconsumersurveyprojections(N=1,198)andthelatestavailableK-

12enrollmentfiguresfromtheUSCensusBureau’sCurrentPopulationSurvey(CPS);(3)“Preconfiguredschoolkits”wereaddedtoschoolsuppliesin2023;(4)Techproductsincludecomputersandhardware,electronicgadgets,

anddigitalsubscriptions;(5)Otherincludespersonalhygieneitemslikesanitizers,facemasks,andfurnitureforhome(desks,chairs,etc.);(6)ConsumerPriceIndex,BureauofLaborStatistics.

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.2024Deloitteback-to-schoolsurvey.

…h(huán)owever,low-andmiddle-incomeparentsarehavingtostrategize

TheyareplanningtospendlessYoYandarecuttingbackonotherexpensestobudgetforBTS

AverageBTSspendperchild,byhouseholdincome1

●2023.2024

+5%YoY

–9%YoY

–4%YoY

$689$721

$609

$552

$435$419

$50kto$99k

Middleincome

$100k+

Highincome

Lessthan$50k

Lowincome

Thetopreasonforspendingless/moreYoY3

47%haveless44%areconcerned67%saypricesare

moneytospendabouttheeconomyhigherthanlastyear

ManyfamiliessurveyedarestrategizingtobudgetforBTSspending…2

Cutbackonother

expenses*

Low

income

64%

Middle

income

57%

Highincome

39%

purchases

Delaymajorhousehold52%45%35%

Note:*Otherexpensesincludeeatingout,entertainment,etc.

Questions:(1)HowmuchdoyouplantospendduringthisBTSshoppingseason(JunetoSeptember)?(N=1,198);(2)%agree/stronglyagree(N=1,198overall,346low-income,335middle-income,and516high-incomeparents);theincomegroupsarebasedonself-identificationbysurveyedrespondents;(3)Whydoyouplantospendless/moreonBTS?(N=99low-income,101middle-income,and91high-incomeparents).

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.2024Deloitteback-to-schoolsurvey.

Thecautiousspending

comesasconsumersnavigatehigher

expenses

73%

areconcernedaboutrising

pricesforeverydaypurchases

Source:DeloitteConsumerSignals,May2024.

Inflationperceptionspersistasconsumersfaceacost-of-livingsqueeze

Cost-of-livingsqueeze

Consumersareallottinghigherbudgets

fornon-discretionaryexpenses…

(changeinmonthlyexpenses)

+13%YoYhouseholdgoods

+12%YoYhealthcare

+7%YoYgroceries

+3%YoYchildcare

…whileanyincrementaldollarsarebeingbudgetedtowardsavings

+8%YoYsavings

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.2024Deloitteback-to-schoolsurvey.

preferredones

50%ofretailexecutivessurveyed

saythatconsumerswillvalue

lowerpricesoverloyalty3

Pricetakesprecedenceoverloyalty

Butifpushcomestoshove,parentsexpecttocutbackonschoolsuppliesfirst

Parentswilleconomizeandmaketrade-offs1Ifthebudgetbecomestooconstrained,

Frugal

behavior

62%

willaimtoshop

withinafixed

budget

50%

willsavemoneyby

buyinginbulk

41%

willbuysmaller

packsand

replenishas

needed

Low

67%

62%

50%

loyalty

thepreferred

brandisexpensive

willshiftbrandsif

affordable

retailersover

willshopat

privatelabelsover

namebrands

willshopfor

Considershoringuployaltyprogramsandofferingincentivestokeep

consumersshoppingallseasonlongas

loyalBTSshoppersspend35%more.4

RETAIL

EXTRACREDIT

parentswillcutbackon2…

40%

28%

17%

15%

School

supplies

Tech

products

Other

Clothingand

accessories

Sources:(1)%agree/stronglyagree(N=1,198);(2)Iwillnotbuy/buylessofthisitem…(N=1,198);(3)2024Deloitteretailoutlookexecutivesurvey;(4)Deloittecalculationsbasedonannualconsumersurveyprojections.

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.2024Deloitteback-to-schoolsurvey.

Parentsarehavingtoprioritize,and

extracurricular

activitiesmakethecut

8in10

surveyedparentsplantoenrolltheirchildreninextracurricularactivities1

Byhouseholdincome:71%Lessthan$50k87%$50kto$99k

95%$100k+

Sources:(1)Extracurricularactivities(e.g.,dance,art,sports,etc.)

includingsign-upfeesandequipment(N=1,198);(2)%agree/stronglyagree(N=1,028).

Inadditiontoshellingoutforsupplies,respondentsareplanningtospendasizeableportion

onextracurricularactivities

Whyareextracurricularactivitiesimportant?2

73%Theyareaninvestmentfor

$582

children’sfuture

58%Theyarepositiveforchildren’s

averageannualspendperchildonextracurricularactivities1

mentalhealth

56%Theykeepchildrenbusywhile

Byhouseholdincome:$326Lessthan$50k$491$50kto$99k

parentsareatwork

RETAIL

EXTRACREDIT

$765$100k+

Considerwaystotakeadvantageof

parentswillingtogobeyondschool

necessitiesastheystockuponsuppliesandgearforextracurricularactivities.

Budgetconstraintsarenotholding

Afterpurchasingthenecessities,parentsareoftenswayedbyemotionaldriverstopurchaseamust-haveitem

Whywouldparentssplurgeonmust-havebrands/products?3

parentsbackfromsplurgingfortherightreasons

23%

TomaketheBTStransitionmoreexciting

18%

Toboostchild'sconfidence

85%

ofrespondentscanbeinfluencedbytheirchildrentosplurgeontheirmust-haveBTSbrands/products,1

15%

Personalsatisfactionfrombeingabletofulfillchild’swishes

14%

Toencouragechild’sself-expression

13%

Torewardchildforpastachievement

Topthreesourcesofdiscoveryformust-haveBTSbrands/products:4

61%saytheirchildren’s

preferencesgenerallyinfluencethemtospendmore2

RETAIL

EXTRACREDIT

33%Friends/family

27%Retailstores/websites/apps17%Socialmedia

similaracrossallincomegroups

Considerengagingchildrenintheshoppingjourney,asmanyparentsareofteninfluencedbytheirchildrentospendmore.Bycreatingafunandmemorable

shoppingexperienceforchildren,retailerscouldincreasetheirappealtoparentsandencourageimpulsepurchases.

Questions:(1)Canyourchild/childreninfluenceyoutosplurgeonthis

product?(N=1,198);(2)%agree/stronglyagree(N=1,198);(3)Whichofthefollowingbestdescribeswhyyouwouldconsidersplurgingonthis

product?(N=1,020);(4)Wheredidyourchilddiscoverthisproduct?(N=1,198).

Parentscanbe

enticedtoshopfor

themselvestoo

Parentswhoself-giftwhileBTSshoppingarelikelytospend40%morethanthosewho

don’tshopforthemselves

Sources:(1)%agree/stronglyagree(N=1,198);*millennials(28-43years),GenX(44-59years),babyboomers(60-81years).

Parentsinhigher-incomehouseholdsaremorelikelytoshopforthemselves

Byhouseholdincome:

50%

Parentsarelikelytoshopforthemselveswhileshoppingfortheirchildren1

39%Lessthan$50k52%$50kto$99k

56%$100k+

Bygeneration:*

55%Millennials

46%GenX

37%Babyboomers

RETAIL

EXTRACREDIT

ParentswhoplantoshopatapparelstoresforBTSitemsaremorelikelytoshopforthemselvestoo.

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.2024Deloitteback-to-schoolsurvey.

Shopping

journey

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.2024Deloitteback-to-schoolsurvey.

ParentshavebeenAsmajoronlineretailersdiscountmid-Julyandothersreact,theshoppingseasoncontinues

trainedtoexpecttobepulledforward,withthemajorityofshoppingexpectedtooccurbeforetheendofJuly

earlydiscounts…

ShareoftotalspendonBTSproducts,byshoppingperiods*

59%ofrespondentsbelievebestdealsoccurearlierintheseasonversus41%whobelievetheyoccurlaterintheseason1

Considermessagingandpromotingearlyondigitalchannels,asearlyshoppers

spend1.5xmorethanlateshoppersandfrequentdigitalformatsmoreoften.*

RETAIL

EXTRACREDIT

EarlierthanEarlyJulyLateJulyEarlyAugustLateAugustSeptember

20232024

14%

10%

27%

25%

25%

24%

25%

21%

13%

10%

2%

:3%

48%plantoshopfor

BTSitemsonAmazon’sPrimeDayinJuly,2

versus39%in2023

July

In2024,66%ofplannedspendwilloccurbytheendofJuly,upfrom59%in2023

Questions:(1)Whendoyouexpecttofindthebestback-to-school

deals?(N=1,198);(2)Doyouplantoshopforback-to-schoolitemsonAmazon'sPrimeDaysaleseventinJuly2024?(N=1,198).

Source:*Deloittecalculationsbasedonannualconsumersurveyprojections.

…andareseekingoutretailerswithvalue

Consumersplantospendthemostat:2

40%Massmerchantretailers

21%Onlineretailers

7%Departmentstores

7%Specialtyclothingretailers5%Off-priceretailers

3%Homeelectronicsretailers3%Supermarkets

7in10lookforconvenience**—thetop

driverforwherepeoplespendthemost

Note:*Convenienceincludesconvenientlocation,easyreturns,and

convenientdeliveryoptions.

Questions:(1)Whichtypeofretailer(s)doyouplantovisitforyourback-to-schoolshopping?(N=1,198);(2)Atwhichtypeofretailerdoyou

anticipatespendingthemostmoneythisback-to-schoolshoppingseason?(N=1,198).

Massmerchantsandonlineretailersaretopdestinationsforrespondents,appealinginpriceandconvenience

PreferredretailformatsforBTSshopping1

Massmerchantretailers

OnlineretailersDepartmentstoresOff-priceretailersDollarstores

Specialtyclothingretailers WarehousemembershipclubsOfficesupply/technologyretailersSupermarkets

Retailersthatsellusedorrefurbisheditems HomeelectronicsretailersFastfashionapparelretailersBookstores

Ultra-fastfashionretailers*

Peer-to-peersellingplatforms*

20%20%

18%

18%

77%

65%

39%

4.7

averageretail

formatsvisited

versus3.9in2023

39%

34%

31%30%

27%

Highlightingvalueearlyonwilllikelybeimportant,butretailersshouldalsoconsidermessaginghowtheyplantomaketheshoppingjourneyeasy.

RETAIL

EXTRACREDIT

15%15%

11%

Retailerswith

multichannelpresencearelikelytowin

70%

ofrespondentsplantoshopbothin-storeandonline,2

versus66%in2023

Theyaccountfor80%ofthetotalspendonBTSproducts,2

versus73%in2023

Createconsistencyacrosschannels,asthreeinfourcustomersaremoreloyaltoretailersthatprovideuniformexperiences.4Learn

fromcompetenciesinotherchannelstostrengthentheoverallappeal.

RETAIL

EXTRACREDIT

Questions:(1)Whenshoppingforback-to-schoolitems,whereareyou

mostlikelytofindthefollowingbenefits?(N=1,198);(2)What

percentageofyourbudgetdoyouexpecttopurchaseonlineorin-

store?(N=1,198);(3)AreyoulikelytouseBOPISduringtheupcomingBTSseason?(N=765);(4)Merkle,2022loyaltybarometerreport,2022.

Retailersshouldlooktoprovideconsistentomni-channelservicesasparentsnoteadisconnectbetweenonlineandin-storeexperiences

Thechannelwhereshopperscanbestexperiencethesebenefits1

In-storeOnline

70%

66%

63%

61%

40%

38%

36%

32%

26%

Productquality

Responsivecustomerservice

Hassle-freereturns

Enjoyment

Fairprices

Productavailability

Inspiration

Productvariety

Timesaving

30%

34%

37%

39%

60%

62%

64%

68%

74%

33%

ofonlineshopperswilluseBOPIS,3

versus21%in2023

Socialcommerce

penetrationrisesamongparentssurveyed

1in3

ofBTSshoppersaresocialmediausers,1

+8percentagepointsYoY

1in8plantomakeapurchaseonsocialmedia,2

+6percentagepointsYoY

Bygeneration:

20232024

9%16%Millennials

4%9%GenX

Questions:(1)Doyouplantousesocialmediasitestoassistinyour

back-to-schoolshopping?(N=1.198);(2)Regardingyourback-to-schoolshopping,howdoyouplantousesocialmediasites?(N=393);(3)Howdoyouplantousesocialmediasites?(N=393).

Source:*Deloittecalculationsbasedonannualconsumersurvey

projections.

Socialmediaandtheexposuretoinfluencerstendtobringouthedonicbehaviorwhilealso

diminishingtheimportanceofbrands

Twointhreesocialmediausersfollowtheirpreferredretailersontheirsocialmediachannels.

Characteristicsofsocialmediashoppers*

Splurgeonkids

95%canbeinfluencedtosplurgeontheirchildren,

versus81%others

Shopforself

68%plantobuysomethingforthemselves,

versus41%others

Lessfocusedonbrandname

59%arelikelytobuyprivatelabelsovernamebrands,

versus46%others

RETAIL

EXTRACREDIT

Howareshoppersusingsocialmedia?3

Inspiration

78%plantouseittobrowseproductsandreadreviews/recommendations

Finddeals

62%plantouseittofindacouponcodeorlearnaboutongoingretailsales/promotions

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.2024Deloitteback-to-schoolsurvey.

Consumer

preferences

Copyright?2024DeloitteDevelopmentLLC.Allrightsreserved.2024Deloitteback-to-schoolsurvey.

UseofgenAIforBTSshoppingisinitsnascentstage

18%

ofrespondentsplantousegenAIforBTSshopping1

HowdoesgenAIenhancetheshoppingexperience?

76%Productreviews62%Economize

35%Savetime

Questions:(1)DoyouplantousegenerativeAIforyourback-to-schoolshopping?(N=1,198);(2)HowwouldyouanswerthefollowingwhenitcomestousinggenerativeAItoolsinschools?(N=1,141).

Butitsuseinschoolworkispickingup

GenAIinschoolwork

ParentssurveyedsaygenAIisapositive

toolforacademicperformanceand

overalllearningexperiences

●Agree●Disagree

23%

40%

33%32%

saychildrenareusinggenAI

35%

intheirschoolwork,2

33%

30%

versus15%in2023

Byschoolgrade:

20232024

15%22%Grammarschool

17%30%Middleschool

15%27%Highschool

OverallMillennialsGenX

Circularitycomestotheforefrontas

familieslookto

purchaseuseditems

43%

buypre-ownedproductswhenavailable,1

versus40%in2023

Bycategory:

28%Techproducts28%Apparel

CircularBTSshoppersspendonly7%lessthanothers

Question:(1)Whichofthefollowingstatementsdoyouagreewithforyourback-to-schoolshopping?(N=1,198).

Withgrowinginterestinvalueandsustainability,purchasesincircularityprogramsgrow

Parentsbuypre-ownedproductswhenavailable,byhouseholdincome1

●2023.2024

45%44%

39%

36%

74%

Lessthan$50k$50kto$99k$100k+

Byhouseholdincome:

RETAIL

EXTRACREDIT

Theusedapparelmarketisestimatedto

grow11%annually,yetonlytwoin10usedapparelitemsaresoldthroughretailers,

creatinganopportunitytoexpandused

assortmentsandmessagingabout

purchasingfromatrustworthysource.

Respondentsdon’tfeelguiltyaboutsendingtheirchildrentoschoolwith pre-owneditems1

71%Lessthan$50k

69%$50kto$99k

80%$100k+

41%

47%

Aboutthe

survey

Surveytiming

May22toMay30,2024

Sample

Thesurveypolledasampleof1,198parentsofschool-agedchildren,withrespondentshavingatleastonechildattendingschoolingradesKto12thisfall.Thesurveyhasamarginoferrorofplusorminusthreepercentagepointsfortheentiresample.

Methodology

Thesurveywasconductedonlineusinganindependentresearchpanel.

Thankyou

TheauthorswouldliketothankBrookeFurman,DavidLevin,SrinivasaraoOguri,RithuMariamThomas,NeginaRood,KiannaSanchez,andMicheleStoffelfortheircontributionstothissurvey.

ConsumerIndustryCenterRetailteam

LupineSkelly

RamSangadi

KusumRaimalani

SangharshShinde

Researchleader

Associatevicepresident

Senioranalyst

Analyst

DeloitteConsumerIndustryCenter

TheDeloitteConsumerIndustryCenterprovidespremiereinsight