1、June 2024Dentsu Consumer Navigator:Back-to-School Shopping 2024|Navigatordentsu Consumer Navigator Back-to-School Shopping 2024About this studyThe survey was conducted by dentsu via Toluna,an online research panel.Administered on June 10th,2024.Distributed among a random sample of 1,000 U.S.responde

2、nts 18 years of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers).Contents0101Top Consumer Insights02Affordability Is a Driving Factor03Back-to-School Shopping Lists04Changing Dynamics of

3、BTS shopping influence 05Closing Thoughtsdentsu Consumer Navigator Back-to-School Shopping 2024Value,price and quality take center stage this year80%of parents are concerned about the economy and the impact on BTS shopping.Were seeing parents becoming increasingly cost-conscious,focusing on price co

4、mparisons,discounts,and generic brands.Use social good more strategicallyWith the economic crunch,theres a marked shift from parents prioritizing brands that support social causes and sustainability.75%prioritize value and 67%lowest price,whereas social good and sustainability is now the strategic h

5、ook to get a sale over the line.Shopping lists vary based on kids grade.Parents of college students are more likely to focus on upgraded internet,textbooks,and dorm dcor.For younger children,the priority shifts to school supplies,backpacks,food/snacks,personal hygiene items,musical instruments,art s

6、upplies,and sports equipment.01dentsu Consumer Navigator Back-to-School Shopping 2024Parents turn to both online and in-store for back-to-school shopping.While both online and in-store shopping are important,weve observed a shift towards in-store purchases in several categories.Footwear,backpacks/ba

7、gs,school supplies,personal hygiene products,and electronics have all experienced an increase of 13-18 points year over year.Decline in cherished bonding ritualKids still hold significant influence over BTS purchases,yet weve seen an 8%decline 12%decline year-on-year for it being vid as a bonding op

8、portunity between parents and their children likely given the focus shift back towards value and price.Social media and online platforms increasingly shape childrens preferences.The starkest contrast between kids and parents sources of influence is seen in social media and online videos.While 40%of

9、kids are swayed by online videos,only 21%of parents are.Similarly,video games influence 24%of kids,compared to just 16%of parents,underscoring a significant shift in back-to-school shopping dynamics.Top Consumer InsightsAffordability Is a Driving Factor|Navigator02dentsu Consumer Navigator Back-to-S

10、chool Shopping 2024As economic worries loom large,parents are scouring for deals,comparing prices,and opting for generic options over premium brands.This shift away from supporting social causes and sustainability to prioritizing value and quality underscores a pragmatic approach to shopping.Brands

11、must pivot their messaging to spotlight affordability and the tangible benefits of their products to resonate in todays budget-conscious market.Economic concerns dominate parents budget planning in the U.S.8 in 10 parents are at least somewhat concerned that the current economic situation will impac

12、t their back-to-school shopping budget,up a point YOY.Parents of college-aged students are slightly less concerned but the(perceived)state of the economy is an issue for all.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Back-to-School Shopping 2024

13、77%6Concerned58%Somewhat concerned23%Not concerned19%Concern About the Current Economic Environment Impacting Back-to-School Budget80%Of parents are at least somewhat concerned.54%54%59%59%59%59%29%29%23%23%22%22%15%17%18%College aged kidsMiddle&High schoolaged kidsPre-K&Elementary agedkidsBy Age of

14、 Child(ren)ConcernedSomewhat concernedNot concerned*This data reflects parents who have children of the following age in their household.It is key to keep in mind that parents may have multiple children.Parents continue to perceive back-to-school as vital for childrens success,despite a decreased em

15、phasis year-over-yearShopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Back-to-School Shopping 202477%7AGREE:Buying the right back-to-school items is critical for my child(ren)s success.61%39%Need to Cut Down on Other Areas of Spend to Afford Back-to-S

16、chool This Year60%Of parents plan to cut down on other areas of spending to afford back-to-school supplies.76%76%79%79%80%80%College-aged kidsMiddle-&High-school aged kidsPre-K&Elementary school aged kids*This data reflects parents who have children of the follow age in their household.It is key to

17、keep in mind that parents may have multiple children.-1515-1414-121279%79%92%92%20242023Against this context,parents anticipate higher back-to-school spending this year.Compared to last year,we see a significant drop in respondents planning to spend over$300 per child.Shopping Habits Through Exclusi

18、vity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Back-to-School Shopping 202477%8More45%45%Less9%9%About the same37%37%Estimated Change in Spending Per Child This Year vs.Last Year3%3%20%20%21%21%15%15%16%16%13%13%5%5%6%6%2%2%12%12%24%24%15%15%19%19%16%16%7%7%5%5%1%1%5%5%10%10%14%1

19、4%20%20%25%25%16%16%9%9%2%2%11%11%15%15%18%18%21%21%20%20%8%8%4%4%$0-24$25-99$100-149$150-199$200-299$300-499$500-999$1000+Total Estimated Money Spent Per Child2021202220232024-181832%Those planning to spend more attribute it to rising costs.Shopping Habits Through Exclusivity&Convenience:Consumer S

20、entiment Studydentsu Consumer Navigator-Back-to-School Shopping 202477%9More45%45%Less9%9%About the same37%37%Estimated Change in Spending Per Child This Year vs.Last Year57%57%36%36%31%31%27%27%21%21%I expect things will be more expensiveI plan to buy more items this yearI have more budget to spend

21、 on schoolsuppliesI have more children in school this yearI plan to re-use fewer items this yearExpectations of spending more money per child on BTS shoppingThose planning to spend less aim to cut back and purchase fewer items this year.Shopping Habits Through Exclusivity&Convenience:Consumer Sentim

22、ent Studydentsu Consumer Navigator-Back-to-School Shopping 202477%10More45%45%Less9%9%About the same37%37%Estimated Change in Spending Per Child This Year vs.Last Year45%45%45%45%31%31%28%28%0%0%I plan to buy fewer new items this yearI plan to re-use more items this yearI have less budget to spend o

23、n schoolsuppliesI expect better sales events and dealsthis yearI have fewer children this yearExpectations of spending lessmoney per child on BTS shoppingParents of Pre-K&Elementary students experience the most significant cost fluctuation for back-to-school season.Shopping Habits Through Exclusivit

24、y&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Back-to-School Shopping 202477%110%0%10%10%19%19%5%5%29%29%19%19%15%15%5%5%1%1%9%9%15%15%17%17%22%22%21%21%9%9%4%4%1%1%12%12%15%15%21%21%20%20%19%19%6%6%4%4%$0-24$25-99$100-149$150-199$200-299$300-499$500-999$1000+Total Estimated Money

25、Spent Per ChildCollege aged kidsMiddle&High school aged kidsPre-K&Elementary aged kids*This data reflects parents who have children of the follow age in their household.It is key to keep in mind that parents may have multiple children.Nearly half of Pre-K and Elementary students total back-to-school

26、 spending is under$200(48%),while a majority of college students spend over$200(68%).Notably,this is a 9%decrease YOY for College students.Parents of College students more likely to spend$500+.Cost-conscious strategies:parents plan to compare prices,look for discounts/coupons&buy generic brands for

27、BTS.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Back-to-School Shopping 202477%1253%53%41%41%36%36%32%32%31%31%30%30%26%26%23%23%20%20%Compare pricesCoupon cutting or looking for discountsPurchase store-brand or generic itemsShop seasonal sales e

28、ventsSwitch to a cheaper retailerShop tax-free holidaysSwitch to a cheaper brandPurchase second-hand itemsUse buy-now-pay-later servicesWhich behaviors do parents anticipate engaging in on BTS shopping53%53%47%47%Which behaviors do parents anticipate engaging in on BTS shopping53%Of parents plan to

29、compare prices as a priority when it comes to back-to-school supplies.Almost all parents conduct research ahead of shopping as they look for discounts and deals.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study77%13Research on products&prices ahead of back-to school shopping89

30、%said they do research ahead of back-to-school shoppingI do research ONLINE40%I do research IN-STORE20%I do A MIX of online&in-store research29%I DO NOT research 11%dentsu Consumer Navigator Back-to-School Shopping 202483%17%Importance of discounts and promotions83%AGREE:Discounts,promotions and sal

31、es are more important to me than last year79%21%Importance of price over brand79%AGREE:If a generic or store brand offers a similar item at a better price,I will likely purchase it instead of a name brand.Generic brand,reviews,free returns and selection drive parents retailer choice.When stacked aga

32、inst these factors,curbside pick-up,pay installments,sustainable shipping are lesser considerations.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Back-to-School Shopping 202477%1451%51%51%51%50%50%50%50%48%48%44%44%43%43%42%42%41%41%37%37%37%37%29%

33、29%30%30%35%35%35%35%31%31%39%39%33%33%28%28%36%36%27%27%29%29%19%19%18%18%16%16%16%16%22%22%17%17%24%24%29%29%23%23%36%36%33%33%Wide selection of generic/store brandCustomer reviews of productsFree returnsWide selection of brand name itemsHelpful customer assistanceDistance to the storeRewards/loya

34、lty programSustainable shippingExpress or next-day deliveryCurbside pick-upAbility to pay in installmentsHow shopping features impact parents decisions to shop at retailersGREATLY impacts my decisionSOMEWHAT impacts my decisionNOT a considerationValue,price,and quality drive parents brand selection

35、this year.In comparison to last year,weve seen a shift from social good to value:Parents now prioritize price over brands supporting sustainability,social causes,and local communities.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Back-to-School Sho

36、pping 202477%1569%69%55%55%53%53%44%44%49%49%54%54%41%41%48%48%55%55%74%74%66%66%57%57%41%41%47%47%43%43%32%32%44%44%49%49%69%69%58%58%71%71%57%57%64%64%61%61%56%56%61%61%53%53%75%75%67%67%65%65%53%53%50%50%50%50%49%49%47%47%46%46%38%38%Good valueLowest priceHigh qualityproductsReflects thelatest tr

37、endsEco-consciousproductsSupports localcommunityIs exclusiveSupports socialcausesProductpersonalizationDigital contentor experiencesStepped upduring Covid 19Parents who say the following attributes favorably impact brand perceptions20212021202220222023202320242024-1414-1414-1111IMPLICATIONS FOR MARK

38、ETERSEmphasize value and affordability:With parents prioritizing price and quality,campaigns should underscore cost savings,discounts,and the long-term durability of items to attract budget-conscious consumers.Lead with value,close with social good:The primary focus should be on communicating practi

39、cal benefits,cost savings,and immediate value to better resonate with current consumer priorities.Use sustainability and social causes as the tie-breaker to close the deal.Enhance the online experience:Given the preference for generic brands,reviews,and free returns,look to create a seamless online

40、shopping experience.This includes providing detailed product reviews,easy return policies,and a wide selection of affordable options to meet parents needs.dentsu Consumer Navigator Back-to-School Shopping 2024Back-to-School Shopping Lists|Navigator03dentsu Consumer Navigator Back-to-School Shopping

41、2024Even though school has just let out for the summer,parents are already gearing up for the new school year.Explore the mindset of parents as they prepare for the upcoming school season,from when they plan to start shopping to the influence of school supplied shopping lists and their most essentia

42、l items.Parents kickoff back-to-school shopping when they receive the list from their school.Their timing,shopping lists,and retailers of choice are all heavily influenced by supply list their school provides.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study77%18dentsu Consume

43、r Navigator Back-to-School Shopping 202420%21%24%17%26%26%24%28%4%4%Supply list received from schoolPlanned shopping start dateSupply list timing vs.Planned back-to-school shopping start dateBy end of MayJuneJulyAugSept81%81%75%75%60%60%16%16%18%18%30%30%3%3%7%7%10%10%I will exclusively purchase ite

44、ms thatare listed on the school supply list.I will wait to start my back-to-schoolshopping until I have the school supplylist.I will exclusively purchase from theretailer suggested on the schoolsupply list.School supply list impact on back-to school shoppingVery LikelySomewhat LikelyNot at allSepSep

45、AugAugJulJulJunJunEnd of MayEnd of May80%80%69%69%70%70%63%63%46%46%51%51%28%28%0%0%44%44%46%46%46%46%42%42%37%37%23%23%0%0%86%86%81%81%76%76%69%69%60%60%50%50%50%50%49%49%48%48%42%42%34%34%26%26%25%25%17%17%16%16%Clothing andapparelSchoolsupplies(notebooks,pencils)FootwearBackpacks orbagsFood/snack

46、sfor packedlunchesPersonalhygiene(masks,handsanitizer)Personalcare/medicineArt suppliesElectronics(computer,calculator)TextbooksSportsequipmentSoftwareprograms(productivity,learning)UpgradedinternetDorm roomdcor&furnishingMusicalinstrumentsPlanned back-to-school purchases20232024Clothing&apparel,sch

47、ool supplies,and footwear remain on top of the list.This year,several categories are experiencing a surge of interest,including school supplies,personal care and food/snacks for packed lunches.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study77%19+14+22+12dentsu Consumer Navig

48、ator Back-to-School Shopping 202482%82%73%73%73%73%68%68%53%53%53%53%53%53%44%44%44%44%39%39%34%34%29%29%29%29%24%24%5%5%87%87%81%81%83%83%42%42%51%51%58%58%53%53%20%20%72%72%52%52%26%26%30%30%48%48%37%37%19%19%88%88%76%76%82%82%42%42%48%48%66%66%52%52%15%15%73%73%52%52%28%28%28%28%55%55%33%33%16%16

49、%Clothing andapparelFootwearSchoolsupplies(notebooks,pencils)TextbooksElectronics(computer,calculator)Food/snacksfor packedlunchesPersonalcare/medicineDorm roomdcor andfurnishingsBackpacks orbagsPersonalhygiene(masks,handsanitizer)UpgradedinternetSoftwareprograms(productivity,learning)Art suppliesSp

50、ortsequipmentMusicalinstrumentsPlanned back-to-school purchasesCollege aged kidsMiddle&High School aged kidsPre-K&Elementary aged kidsBack-to-school shopping lists vary based on the kids grade.Parents of college students are more likely to anticipate upgraded internet,textbooks,and dorm dcor in thei

51、r shopping bags.As kids become younger,school supplies,backpacks,food/snacks,personal hygiene,musical instruments,art supplies and sports equipment products become more important.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study77%20*This data reflects parents who have childre

52、n of the follow age in their household.It is key to keep in mind that parents may have multiple children.dentsu Consumer Navigator Back-to-School Shopping 2024College Over-IndexCollege Over-IndexCollege Over-IndexCollege Under-IndexCollege Under-IndexShopping Habits Through Exclusivity&Convenience:C

53、onsumer Sentiment Study77%21dentsu Consumer Navigator Back-to-School Shopping 202439%39%35%35%33%33%31%31%30%30%26%26%26%26%24%24%23%23%22%22%22%22%21%21%21%21%18%18%17%17%21%21%36%36%29%29%21%21%26%26%37%37%34%34%30%30%28%28%14%14%40%40%26%26%31%31%22%22%13%13%6%6%12%12%9%9%12%12%17%17%10%10%18%18%

54、11%11%12%12%6%6%17%17%10%10%14%14%18%18%7%7%14%14%12%12%13%13%17%17%10%10%16%16%12%12%17%17%13%13%14%14%13%13%11%11%14%14%17%17%12%12%8%8%3%3%8%8%13%13%11%11%10%10%7%7%10%10%19%19%14%14%8%8%20%20%12%12%18%18%32%32%8%8%1 1 3%3%4%4%5%5%1%1%3%3%1%1%4%4%4%4%1%1%6%6%2%2%5%5%15%15%4%4%3%3%2%2%6%6%3%3%27%2

55、7%8%8%6%6%3%3%4%4%Upgraded internet accessClothing&apparelElectronics(computer,calculator)Dorm room dcor and furnishingsSoftware programs(productivity,learning)FootwearBackpacks or bagsSports equipmentPersonal hygiene(masks,hand sanitizer)Musical InstrumentsSchool supplies(folders,notebooks,pencils)

56、TextbooksArt SuppliesPersonal care/medicine(tissues)Food/snacks for packed lunchesWhen do you plan to start to shop by categoryMore than a month before school startsA month before school starts3 weeks before school starts2 weeks before school starts1 week before school starts1 day before school star

57、tsAfter school startsParents shop earlier for items that are less likely to change as the school year starts.As opposed to musical instruments,art supplies,and sports equipment which are more specific to teachers and activities.Parents and students primary channels are reliable mix of mass retail an

58、d online marketplaces.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study77%22dentsu Consumer Navigator Back to School 2024Planned purchases by item category and retailer typeMass retailer Online marketplace Dollar,Drug,or Convenience Grocery store Department store Electronics s

59、tore Apparel/footwear retailer Office supplies storeBookstore Clothing&apparel77%77%43%43%21%19%30%30%9%22%10%7%Electronics61%61%44%44%28%28%17%8%28%28%8%16%9%Upgraded internet access35%35%54%54%27%27%22%20%16%16%14%8%Software programs39%39%49%49%37%37%22%12%25%9%20%12%Footwear46%46%32%32%10%10%25%7

60、%42%42%5%4%School supplies76%76%36%36%27%27%9%7%6%5%21%8%Sports equipment47%47%42%42%22%22%17%18%14%19%10%9%Dorm room dcor and furnishings49%49%47%47%33%33%24%22%27%18%20%16%Backpacks or bag64%64%49%49%18%18%7%13%5%6%10%4%Personal Hygiene66%66%28%28%36%36%18%12%8%8%8%6%Food/snacks for packed lunches

61、59%59%27%27%21%43%43%7%5%8%7%5%Textbooks36%36%36%36%11%12%8%16%8%17%17%19%19%Personal care/medicine67%67%25%25%29%29%17%4%6%8%6%6%Art supplies72%72%43%43%18%18%10%4%7%3%18%18%6%Musical instruments34%34%32%32%23%23%14%14%16%7%5%5%They branch out to other types of retailers for specialized item catego

62、ries such as art supplies,textbooks and footwear.1st choice2nd choice3rd choice*Respondents answered a multiple-choice question so numbers add up to more than 100%Parents turn to both online and in-store for back-to-school shopping.Surprisingly,electronics has flipped YoY from being a primarily onli

63、ne to a primarily in-store purchase(+18%in-store).While the primary shopping channel for other categories like clothing,footwear,backpacks,and more remained steady YoY.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Back-to-School Shopping 20242375%7

64、5%66%66%61%61%58%58%57%57%55%55%55%55%40%40%48%48%57%57%74%74%61%61%69%69%73%73%70%70%46%46%45%45%43%43%43%43%41%41%38%38%38%38%79%79%79%79%76%76%77%77%Upgraded internetSoftware programsDorm dcor&furnishingClothing and apparelTextbooksSports equipmentElectronicsMusical instrumentsPlanned shopping ch

65、annels for each categoryBackpacks/bagsFootwearArt suppliesPersonal care/medicalPersonal hygieneSchool suppliesFood/snacks79%79%83%83%85%85%81%81%+12+18-9+13-9+13-12+18+17+11+13IMPLICATIONS FOR MARKETERSEngage parents and school boards early and frequently:Brands should proactively reach out to paren

66、ts and school boards well before the back-to-school season.Many parents shopping habits are significantly influenced by school-supplied lists.Ensuring your brand is top of mind with those who create these lists and parents reviewing them will give you an edge over the competition,while also fosterin

67、g trust,awareness,consideration,and loyalty.Showcase top-of-the-list items:Brands should prioritize showcasing the essential items that top parents shopping lists.Whether its clothing,backpacks,school supplies,or personal care,highlighting these items through compelling marketing campaigns can captu

68、re parents attention and drive their purchasing decisions.Invest in an omni-channel approach:Given the varying preferences for shopping in-store or online,brands should adopt an omni-channel approach to maximize their reach.Providing a seamless experience across both online and physical retail platf

69、orms ensures that brands are accessible to all parents.Incorporating online promotions,exclusive in-store offers,and easy-to-navigate e-commerce platforms can cater to diverse shopping preferences and enhance brand visibility.dentsu Consumer Navigator Back-to-School Shopping 2024Changing Changing Dy

70、namics of BTS Dynamics of BTS Shopping Influence Shopping Influence|Navigator03dentsu Consumer Navigator Back to School 2024Parents continue to acknowledge their childrens sway over back-to-school shopping,even though this influence has slightly waned.The ritual of shopping as a bonding activity is

71、giving way to a sharper focus on value and price.While word-of-mouth and school lists remain key,kids preferences are now largely shaped by social media and online platforms.Parents still allow their children some freedom in picking out items,but this autonomy is diminishing.Brands must adapt by tar

72、geting both value-driven parents and digitally influenced kids,ensuring their messaging appeals to both decision-makers and influencers in the family.Despite a decline YOY,parents still acknowledge childrens influence on BTS shopping.Kids still hold significant influence over BTS purchases,yet in co

73、mparison to last year,across all school-aged kids theres an 11%decline.It is also viewed less as a bonding opportunity between parents and their children likely given the focus shift back towards value and price.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer

74、Navigator-Back-to-School Shopping 202477%2686%86%84%84%82%82%College-aged kidsMiddle-&High-school aged kidsPre-K&Elementary school aged kids81%81%81%81%85%85%College-aged kidsMiddle-&High-school aged kidsPre-K&Elementary school aged kids*This data reflects parents who have children of the follow age

75、 in their household.It is key to keep in mind that parents may have multiple children.-1212-1212-1212-3 3-1212-7 7AGREE:My child(ren)have a lot of influence on back-to-school shopping.83%83%94%94%20242023AGREE:Back-to-school shopping is a bonding opportunity for me and my child(ren).84%84%92%92%2024

76、2023Against this backdrop,WOM,school lists&in-store browsing drive influence.Social media,online platforms,and video games increasingly influence childrens preferences more than parents,highlighting a significant shift in back-to-school shopping dynamics.Shopping Habits Through Exclusivity&Convenien

77、ce:Consumer Sentiment Study77%27dentsu Consumer Navigator Back-to-School Shopping 202467%67%66%66%63%63%52%52%44%44%44%44%44%44%31%31%21%21%20%20%20%20%16%16%13%13%34%34%56%56%56%56%53%53%50%50%38%38%44%44%38%38%40%40%22%22%27%27%24%24%18%18%Mychildren/parentsSchool supplylistsBrowsing in-storeWord-

78、of-mouthfrom teachers orother parentsRetailer or brandwebsitesCustomerreviewsAdvertisements Social media(i.e.Facebook,Instagram,Pinterest)Online video(i.e.TikTok,YouTube)Forums orDiscussionGroups(i.e.Reddit)OnlinepublicationsVideo games(i.e.Roblox,Fortnite)Generative AI(i.e.ChatGPT)Planned back-to-s

79、chool purchasesSources Influencing Parents DecisionsSources Influencing Childrens DecisionsParents allow kids significant freedom in choosing BTS items.While many kids still have freedom in back-to-school choices,there has been a 7-point year-over-year decrease in parents reporting they let their ki

80、ds choose most or all items.The most significant decline is among middle and high schoolers,with a 13%drop in parents allowing them to select all items.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Back-to-School Shopping 202477%2823%46%24%3%1%Numb

81、er of Items Parents Let Kids Pick OutAllMostSomeA fewNone69%Of parents say they let kids pick out“most”or“all”back-to-school items themselves.39%25%19%48%49%44%10%20%27%5%4%8%1%College aged kidsMiddle&High schoolaged kidsPre-K&Elementary agedkidsBy Age of Child(ren)AllMostSomeA fewNone*This data ref

82、lects parents who have children of the follow age in their household.It is key to keep in mind that parents may have multiple children.39%25%19%48%49%44%10%20%27%5%4%8%1%College aged kidsMiddle&High schoolaged kidsPre-K&Elementary agedkidsBy Age of Child(ren)AllMostSomeA fewNone87%74%63%Kids influen

83、ce holds regardless of shopping online or in-store.Compared to last year,kids influence has grown especially during online shopping.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Back-to-School Shopping 202477%2950%40%43%44%3%7%3%6%1%2%20232024Likel

84、ihood to Involve Kids While Online Shopping49%52%44%35%3%6%3%6%1%1%20232024Likelihood to Involve Kids While In-store ShoppingIMPLICATIONS FOR MARKETERSEnhance online experiences:Given the increasing influence of social media,online platforms,and video games on childrens preferences,brands should pri

85、oritize digital engagement strategies.This includes leveraging social media channels,partnering with influencers popular among younger demographics,and creating interactive online experiences to connect with children and influence their back-to-school purchasing decisions.Reassess Parent-Child Bondi

86、ng Opportunities:Recognizing the declining perception of back-to-school shopping as a bonding opportunity,marketers can lean into shared decision-making and family involvement,whether that be collaborative shopping experiences,educational content that involves both parents and children,and promoting

87、 products that facilitate family interactions and decision-making.Empower autonomy:While parents are granting children significant freedom in choosing back-to-school items,there is a noticeable decrease in full autonomy year-over-year.Brands can support this trend by offering educational resources,p

88、roduct guides,and tools that empower children to make informed choices while providing reassurance and guidance to parents.Incorporating features like comparison tools,user reviews,and educational content.dentsu Consumer Navigator Back-to-School Shopping 2024As economic concerns grow,parents are bec

89、oming increasingly cost-conscious,focusing on finding deals,comparing prices,and opting for generic brands over premium ones.This pragmatic approach has led to a shift away from prioritizing social causes and sustainability to value and quality.Brands should look to pivot messaging to emphasize affo

90、rdability and practical benefits.Highlighting cost savings,durability,and discounts can attract budget-conscious consumers.Additionally,while social good remains important,it should serve as a secondary message to close the deal.Parents continue to acknowledge their childrens significant influence o

91、n back-to-school shopping decisions.However,theres less focus on shopping as a bonding activity,with value and price now more important.Word-of-mouth and school lists remain key,but social media and online platforms increasingly shape childrens preferences.Parents still grant children considerable f

92、reedom in choosing items,though this autonomy has decreased slightly year-over-year.To engage effectively,brands should leverage digital engagement strategies,including social media channels and influencers popular among younger demographics.Creating interactive online experiences can connect with c

93、hildren and influence their purchasing decisions.Early and frequent engagement with parents and school boards is crucial.Ensuring your brand is included in school-supplied lists by building trust and awareness will give you an edge over the competition.Showcasing essential items that top parents sho

94、pping lists,such as clothing,backpacks,and school supplies,through compelling marketing campaigns can capture attention and drive purchasing decisions.Investing in an omni-channel approach,providing a seamless experience across both online and physical retail platforms,and incorporating online promo

95、tions and exclusive in-store offers will cater to diverse shopping preferences and enhance brand visibility.Brands can effectively navigate the evolving landscape of back-to-school shopping by adapting to these learnings and trends.This approach will help them build customer loyalty and create meani

96、ngful connections with both parents and students.Closing Thoughtsdentsu Consumer Navigator Back-to-School Shopping 2024|Navigator06Dentsu is an integrated growth and transformation partner to the worlds leading organizations.Founded in 1901 in Tokyo,Japan,and now present in over 145 countries and re

97、gions,it has a proven track record of nurturing and developing innovations,combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients.Dentsu delivers end-to-end experience transformation(EX)by integrating its services across Media,CXM and Creative,while its business transformation(BX)mindset pushes the boundaries of transformation and sustainable growth for brands,people and society.Dentsu,innovating to impact.https:/ dentsu