Back to school in the UK – 2018

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Published: October 31, 2018 Report Code: VR00099C-ST

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"Back to school in the UK – 2018", report forms part of GlobalData's Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of British consumers for back to school. The report analyses the market, the major players, the main trends, and consumer attitudes.

Scope

– Impulse purchases in the non-essential categories such as stationery and school accessories have risen this year, highlighting that a number of retailers have been able to entice shoppers to buy across a number of back to school products and drive up overall average spend on this occasion.

– Promotions have become essential to drive back to school purchases. Price and in particular the presence of discounts has grown in importance for consumers in 2018, with over three quarters of back to school shoppers stating that they expect retailers to offer promotions and discounts on back to school ranges.

– Grocers dominate the back to school market. Specialists can offer greater fashionability and uniqueness, however, the ease of being able to shop across most categories in one place has cemented the grocers’ position as the go-to destination for this occasion.

Reasons to Buy

– Use our in-depth consumer insight to learn which areas which categories in back to school are shopped the most by consumers and to ensure that product offerings are catering to the needs and wants of customers.

– Understand what drives consumers to use a retailer for their purchases, such as convenience, value for money and delivery options in order to maximise sales potential.

– Use our in-depth analysis to understand which retailers are leading in certain back to school categories and why.

– Use our average spend data to understand how much consumers are prepared to pay in each back to school category.

Tesco
Tesco Direct
ASDA
Morrisons
Wilko
Poundland
Paperchase
B&M
Sharpie
Bic
Pritt
Instagram
Facebook
WH Smith
George
Primark
Next
Topshop
Sainsbury's
Amazon
Marks & Spencer
John Lewis
Aldi
Debenhams
Lidl
Argos
Smiggle
School Uniform Direct
SchoolUniform247.co.uk
SchoolUniformShop.co.uk
Uniform4Kids
Directschoolwear.co.uk
Clarks
Matalan
Peacocks
Sports Direct
Wynsors
JD Sports
Nike
Adidas
Mothercare
Ryman
The Works
Home Bargains
Poundworld
Fjällräven Kanken
Herschel
H&M
Claire's Accessories
IKEA
Zara
Very.co.uk
Blackwells
Waterstones
Staples/Office Outlet

Table of Contents

Table of Contents

THE KEY FINDINGS

The Key Findings

Promotions are essential to drive back to school purchases

The grocers dominate the back to school market across all categories

Retailers have succeeded in encouraging higher spend across categories

Trend insight – stores

Trend insight – social media – Instagram

Trend insight – social media – Facebook

Trend insight – social media – Twitter

Trend insight – online

CONSUMER ATTITUDES

Key findings

Financial wellbeing

Financial spending

Back to school spending

Research

Promotions

Students purchased for

Retailer selection

Retailer ratings – grocers

Retailer ratings – non-food retailers

UNIFORM

Key findings

Channel usage

Retailer selection

Research

Device usage

Fulfilment

Embroidery/alteration services

Factors of importance

Retailer used

Spending

Buying dynamics

SPORTSWEAR AND SPORTS EQUIPMENT

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Retailer used

Buying dynamics

STATIONERY

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Retailer used

Buying dynamics

SCHOOL ACCESSORIES

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Retailer used

Buying dynamics

BOOKS

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Retailer used

Buying dynamics

END OF YEAR GIFTS

Key findings

Retailer selection

Spend

Buying dynamics

METHODOLOGY

Technical details: consumer survey work

Table

List of Tables

Retailer ratings across key measures – grocers, 2018

Retailer ratings across key measures – non-food retailers, 2018

Products purchased – blazers & jackets, 2017 & 2018

Spend – blazers & jackets, 2017 & 2018

Retailers used – blazers & jackets, 2017 & 2018

Products purchased – trousers, dresses and skirts, 2017 & 2018

Spend – trousers, dresses and skirts, 2017 & 2018

Retailers used – trousers, dresses and skirts, 2017 & 2018

Products purchased – shirts and blouses, 2017 & 2018

Spend – shirts and blouses, 2017 & 2018

Retailers used – shirts and blouses, 2017 & 2018

Products purchased – accessories, 2017 & 2018

Spend – accessories, 2017 & 2018

Retailers used – accessories, 2017 & 2018

Products purchased – sweaters, 2017 & 2018

Spend – sweaters, 2017 & 2018

Retailers used – sweaters, 2017 & 2018

Products purchased – underwear, 2017 & 2018

Spend – underwear, 2017 & 2018

Retailers used – underwear, 2017 & 2018

Products purchased – footwear, 2017 & 2018

Spend – footwear, 2017 & 2018

Retailers used – footwear, 2017 & 2018

Retailers used – sportswear, 2017 & 2018

Products purchased – sportswear, 2017 & 2018

Spend – sportswear, 2017 & 2018

Products purchased – sports footwear, 2017 & 2018

Spend – sports footwear, 2017 & 2018

Retailers used – sports footwear, 2017 & 2018

Products purchased – sports equipment, 2017 & 2018

Spend – sports equipment, 2017 & 2018

Retailers used – sports equipment, 2017 & 2018

Products purchased – pens and pencils, 2017 & 2018

Spend – pens and pencils, 2017 & 2018

Retailers used – pens and pencils, 2017 & 2018

Products purchased – stationery essentials, 2017 & 2018

Spend – stationery essentials, 2017 & 2018

Retailers used – stationery essentials, 2017 & 2018

Products purchased – notebooks, diaries and organisers, 2017 & 2018

Spend – notebooks, diaries and organisers, 2017 & 2018

Retailers used – notebooks, diaries and organisers, 2017 & 2018

Products purchased – paper, 2017 & 2018

Spend – paper, 2017 & 2018

Retailers used – paper, 2017 & 2018

Products purchased – other stationery, 2017 & 2018

Spend – other stationery, 2017 & 2018

Retailers used – other stationery, 2017 & 2018

Products purchased – food accessories, 2017 & 2018

Spend – food accessories, 2017 & 2018

Retailers used – food accessories, 2017 & 2018

Products purchased – schoolbag, 2017 & 2018

Spend – schoolbag, 2017 & 2018

Retailers used – schoolbag, 2017 & 2018

Products purchased – hair accessories, 2017 & 2018

Spend – hair accessories, 2017 & 2018

Retailers used – hair accessories, 2017 & 2018

Products purchased – books for lessons, 2017 & 2018

Spend – books for lessons, 2017 & 2018

Retailers used – books for lessons, 2017 & 2018

Products purchased – revision guides, 2017 & 2018

Spend – revision guides, 2017 & 2018

Retailers used – revision guides, 2017 & 2018

Products purchased – homewares, 2018

Products purchased – gift food & drink, 2018

Products purchased – stationery, 2018

Products purchased – clothing & footwear, 2018

Products purchased – other gifts, 2018

Figures

List of Figures

Financial wellbeing compared to last year, 2017 & 2018

How consumers financed back to school spending, 2017 & 2018

Back to school spending compared to last year, 2017 & 2018

Actively cutting back on back to school spending, 2018

Research undertaken before purchasing back to school, 2018 & change on 2017

Influence of promotions on back to school shopping habits, 2017 & 2018

Influence of promotions on when consumers purchase back to school products, 2018

The types of promotions that are appealing and have been used, 2018

The number of students purchased for, 2017 & 2018

The proportion of back to school spending on each category, 2017 & 2018

Retailers that did the best job promoting back to school, 2017 & 2018

What's driving retailer selection (uniform), 2018, & ppt change on 2017

Research undertaken before purchasing back to school (uniform), 2018 & change on 2017

Consumers using each channel for purchasing uniform (browsed & purchased), 2018

Consumers using each device for purchasing uniform (browsed & purchased), 2018

Fulfilment options for uniform purchases made online, 2017 & 2018

Requirement and use of alteration services, 2017 & 2018

Reasons why embroidery services were not used, 2018

Awareness of uniform embroidery/alteration services, 2018

Factors of importance (uniform), 2018

Top 10 retailers shopped at for uniform, 2017 & 2018

Back to school uniform spend by retailer average basket size, 2018

Back to school 2018 blazers and jackets penetration (and by child bought for) & 2017 blazers and jackets penetration

Back to school 2018 trousers dresses and skirts penetration (and by child bought for) & 2017 trousers dresses and skirts penetration

Trousers fit, length & style purchased, 2018

Skirt length & style purchased, 2018

Back to school 2018 shirts and blouses penetration (and by child bought for) & 2017 shirts and blouses penetration

Shirts fit purchased, 2018

Blouses fit purchased, 2018

Back to school 2018 accessories penetration (and by child bought for) & 2017 accessories penetration

Back to school 2018 sweaters penetration (and by child bought for) & 2017 sweaters penetration

Back to school 2018 underwear penetration (and by child bought for) & 2017 underwear penetration

Back to school 2018 footwear penetration (and by child bought for) & 2017 footwear penetration

Shoe fit purchased, 2018

Planned/impulse purchases (overall uniform), 2017 & 2018

Planned/impulse purchases (uniform categories), 2017 & 2018

What's driving retailer selection (sportswear and sports equipment), 2018, & ppt change on 2017

Consumers using each channel for purchasing sportswear and equipment (browsed & purchased), 2018

Consumers using each device for purchasing sportswear & equipment (browsed & purchased), 2018

Fulfilment options for sportswear and sports equipment purchases made online, 2017 & 2018

Top 10 retailers shopped at for sportswear and sports equipment 2017 & 2018

Back to school 2018 sportswear penetration (and by child bought for) & 2017 sportswear penetration

Back to school 2018 sports footwear penetration (and by child bought for) & 2017 sports footwear penetration

Back to school 2018 sports equipment penetration (and by child bought for) & 2017 sports equipment penetration

Planned/impulse purchases (sportswear and sports equipment), 2017 & 2018

Planned/impulse purchases (sportswear and sports equipment categories), 2017 & 2018

What's driving retailer selection (stationery), 2018, & ppt change on 2017

Consumers using each channel for purchasing stationery (browsed & purchased), 2018

Consumers using each device for purchasing stationery (browsed & purchased), 2018

Fulfilment options for stationery purchases made online, 2017 & 2018

Top 10 retailers shopped at for stationery 2017 & 2018

Back to school 2018 pens and pencils penetration (and by child bought for) & 2017 pens and pencils penetration

Back to school 2018 stationery essentials penetration (and by child bought for) & 2017 stationery essentials penetration

Back to school 2018 notebooks, diaries and organisers penetration (and by child bought for) & 2017 notebooks, diaries and organisers penetration

Back to school 2018 paper penetration (and by child bought for) & 2017 paper penetration

Back to school 2018 other stationery penetration (and by child bought for) & 2017 other stationery

Planned/impulse purchases (stationery), 2017 & 2018

Planned/impulse purchases (stationery categories), 2017 & 2018

What's driving retailer selection (school accessories), 2018, & ppt change on 2017

Consumers using each channel for purchasing school accessories (browsed & purchased), 2018

Consumers using each device for purchasing school accessories (browsed & purchased), 2018

Fulfilment options for school accessories purchases made online, 2017 & 2018

Top 10 retailers shopped at for school accessories 2017 & 2018

Back to school 2018 food accessories penetration (and by child bought for) & 2017 food accessories penetration

Back to school 2018 school bag penetration (and by child bought for) & 2017 school bag penetration

Back to school 2018 hair accessories penetration (and by child bought for) & 2017 hair accessories

Planned/impulse purchases (school accessories), 2017 & 2018

Planned/impulse purchases (school accessories categories), 2017 & 2018

What's driving retailer selection (books), 2018, & ppt change on 2017

Consumers using each channel for purchasing books (browsed & purchased), 2018

Consumers using each device for purchasing books (browsed & purchased), 2018

Fulfilment options for books purchases made online, 2017 & 2018

Top 10 retailers shopped at for books 2017 & 2018

Back to school 2018 books for lessons penetration (and by child bought for) & 2017 books for lessons penetration

Back to school 2018 revision guides penetration (and by child bought for) & 2017 revision guides penetration

Planned/impulse purchases (books), 2017 & 2018

Planned/impulse purchases (books categories), 2017 & 2018

What's driving retailer selection (end of year gifts for teachers), 2018

Spend on end of year gifts for teachers, 2018

Back to school 2018 end of year gift for teachers penetration (and by child bought for)

Homewares gifts purchased for teacher penetration and items (and by child bought for), 2018

Food & drink gifts purchased for teacher penetration and items (and by child bought for), 2018

Stationery gifts purchased for teacher penetration and items (and by child bought for), 2018

Clothing & footwear gifts purchased for teacher penetration and items (and by child bought for), 2018

Other gifts purchased for teacher penetration and items (and by child bought for), 2018

Proportion of consumers contributing to a class gift for a teacher (and by child bought for), 2018

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