Back to School in the UK – 2019

"Back to school in the UK – 2019", report forms part of GlobalData's Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of UK consumers for back to school. The report analyses the major players, the main trends, and consumer attitudes.

Back to school spend is shifting to earlier in the summer, influenced by promotions as retailers vie for a greater share of consumer spend. Promoting items earlier in the summer encourages greater spending, as nearly half of back to school shoppers spent more on the occasion this year than in 2018.

Scope

– 47.6% of back to school shoppers stated that they have spent more on this occasion compared to last year, driven by categories within uniform and stationery.

– ASDA is the most popular retailer for school uniform as 38.4% of uniform shoppers purchased from the grocer.

– Value for money and low prices are the two most important drivers of retailer selection for stationery purchases, and as discounters and value retailers improve their ranges, consumers will increasingly expect items at low prices.

Reasons to buy

– Use our in-depth consumer insight to learn which areas which back to school categories are shopped the most by consumers, 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.

Companies mentioned

Amazon

ASDA

Paperchase

Primark

Sainsbury's

Next

Clarks

Marks & Spencer

Gap

Muji

Smiggle

Flying Tiger Copenhagen

Matalan

B&M

Aldi

Lidl

Tesco

WH Smith

Wilko

John Lewis & Partners

Morrisons

Co-op

Debenhams

Poundland

School Uniform Direct

H&M

SchoolUniformShop.co.uk

Yourschooluniform.com

Directschoolwear.co.uk

Sports Direct

Deichmann

JD Sports

Nike

Adidas

Argos

Decathlon

New Look

Home Bargains

The Works

Ryman

Claire's Accessories

Waterstones

The Book Depository

Table of Contents

Table of Contents

THE KEY FINDINGS

The Key Findings

Back to school spend is shifting to earlier in the summer, influenced by retailer promotions

ASDA dominates back to school in 2019

Nearly half of back to school shoppers spent more on the occasion this year than in 2018

Trend insight – stores

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

Retailer selection

Research

Channel usage

Store type

Device usage

Fulfilment

Embroidery/alteration services

Factors of importance

Retailer used

Buying dynamics

SPORTSWEAR AND SPORTS EQUIPMENT

Key findings

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Retailer used

Buying dynamics

STATIONERY

Key findings

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Retailer used

Buying dynamics

SCHOOL ACCESSORIES

Key findings

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Retailer used

Buying dynamics

BOOKS

Key findings

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Retailer used

Buying dynamics

METHODOLOGY

Technical details: consumer survey work

List of Tables

List of Tables

Retailer ratings across key measures – grocers, 2019

Retailer ratings across key measures – non-food retailers, 2019

Products purchased – blazers & jackets, 2018 & 2019

Average spend – blazers & jackets, 2018 & 2019

Retailers used – blazers & jackets, 2018 & 2019

Products purchased – trousers, dresses and skirts, 2018 & 2019

Average spend – trousers, dresses and skirts, 2018 & 2019

Retailers used – trousers, dresses and skirts, 2018 & 2019

Products purchased – shirts and blouses, 2018 & 2019

Average spend – shirts and blouses, 2018 & 2019

Retailers used – shirts and blouses, 2018 & 2019

Products purchased – accessories, 2018 & 2019

Average spend – accessories, 2018 & 2019

Retailers used – accessories, 2018 & 2019

Products purchased – sweaters, 2018 & 2019

Average spend – sweaters, 2018 & 2019

Retailers used – sweaters, 2018 & 2019

Products purchased – underwear, 2018 & 2019

Average spend – underwear, 2018 & 2019

Retailers used – underwear, 2018 & 2019

Products purchased – footwear, 2018 & 2019

Average spend – footwear, 2018 & 2019

Retailers used – footwear, 2018 & 2019

Retailers used – sportswear, 2018 & 2019

Products purchased – sportswear, 2018 & 2019

Average spend – sportswear, 2018 & 2019

Products purchased – sports footwear, 2018 & 2019

Average spend – sports footwear, 2018 & 2019

Retailers used – sports footwear, 2018 & 2019

Products purchased – sports equipment, 2018 & 2019

Average spend – sports equipment, 2018 & 2019

Retailers used – sports equipment, 2018 & 2019

Products purchased – pens and pencils, 2018 & 2019

Average spend – pens and pencils, 2018 & 2019

Retailers used – pens and pencils, 2018 & 2019

Products purchased – stationery essentials, 2018 & 2019

Average spend – stationery essentials, 2018 & 2019

Retailers used – stationery essentials, 2018 & 2019

Products purchased – notebooks, diaries and organisers, 2018 & 2019

Average spend – notebooks, diaries and organisers, 2018 & 2019

Retailers used – notebooks, diaries and organisers, 2018 & 2019

Products purchased – paper, 2018 & 2019

Average spend – paper, 2018 & 2019

Retailers used – paper, 2018 & 2019

Products purchased – other stationery, 2018 & 2019

Average spend – other stationery, 2018 & 2019

Retailers used – other stationery, 2018 & 2019

Products purchased – food accessories, 2018 & 2019

Average spend – food accessories, 2018 & 2019

Retailers used – food accessories, 2018 & 2019

Products purchased – school bag, 2018 & 2019

Average spend – school bag, 2018 & 2019

Retailers used – school bag, 2018 & 2019

Products purchased – hair accessories, 2018 & 2019

Average spend – hair accessories, 2018 & 2019

Retailers used – hair accessories, 2018 & 2019

Products purchased – books for lessons, 2018 & 2019

Average spend – books for lessons, 2018 & 2019

Retailers used – books for lessons, 2018 & 2019

Products purchased – revision guides, 2018 & 2019

Average spend – revision guides, 2018 & 2019

Retailers used – revision guides, 2018 & 2019

List of Figures

List of Figures

Financial wellbeing compared to last year, 2018 & 2019

How consumers financed back to school spending, 2018 & 2019

Back to school spending compared to last year, 2018 & 2019

Actively cutting back on back to school spending, 2018 & 2019

Research undertaken before purchasing back to school, 2019 & change on 2018

Influence of promotions on back to school shopping habits, 2018 & 2019

Influence of promotions on when consumers purchase back to school products, 2018 & 2019

The types of promotions that are appealing and have been used, 2019

The number of students purchased for, 2018 & 2019

The proportion of back to school spending on each category, 2018 & 2019

Retailers that did the best job promoting back to school, 2018 & 2019

What's driving retailer selection (uniform), 2019, & ppt change on 2018

Research undertaken before purchasing back to school (uniform), 2019 & change on 2018

Consumers using each channel for purchasing uniform (browsed & purchased), 2019

Consumers using each store type for purchasing uniform (browsed & purchased), 2019

Consumers using each device for purchasing uniform (browsed & purchased), 2019

Fulfilment options for uniform purchases made online, 2018 & 2019

Requirement and use of alteration services, 2018 & 2019

Reasons why embroidery services were not used, 2018 & 2019

Awareness of uniform embroidery/alteration services, 2019

Factors of importance (uniform), 2018 & 2019

Top 10 retailers shopped at for uniform, 2018 & 2019

Back to school 2019 blazers and jackets penetration (and by age of child bought for) & 2018 blazers and jackets penetration

Back to school 2019 trousers dresses and skirts penetration (and by age of child bought for) & 2018 trousers dresses and skirts penetration

Trousers fit, length & style purchased, 2019

Skirt length & style purchased, 2019

Back to school 2019 shirts and blouses penetration (and by age of child bought for) & 2018 shirts and blouses penetration

Shirts fit purchased, 2019

Blouses fit purchased, 2019

Back to school 2019 accessories penetration (and by age of child bought for) & 2018 accessories penetration

Back to school 2019 sweaters penetration (and by age of child bought for) & 2018 sweaters penetration

Back to school 2019 underwear penetration (and by age of child bought for) & 2018 underwear penetration

Back to school 2019 footwear penetration (and by age of child bought for) & 2018 footwear penetration

Shoe fit purchased, 2019

Planned/impulse purchases (overall uniform), 2018 & 2019

Planned/impulse purchases (uniform categories), 2018 & 2019

What's driving retailer selection (sportswear and sports equipment), 2019, & ppt change on 2018

Consumers using each channel for purchasing sportswear and equipment (browsed & purchased), 2019

Consumers using each store type for purchasing sportswear and equipment (browsed & purchased), 2019

Consumers using each device for purchasing sportswear & equipment (browsed & purchased), 2019

Fulfilment options for sportswear and sports equipment purchases made online, 2018 & 2019

Top 10 retailers shopped at for sportswear and sports equipment 2018 & 2019

Back to school 2019 sportswear penetration (and by age of child bought for) & 2018 sportswear penetration

Back to school 2019 sports footwear penetration (and by age of child bought for) & 2018 sports footwear penetration

Back to school 2019 sports equipment penetration (and by age of child bought for) & 2018 sports equipment penetration

Planned/impulse purchases (sportswear and sports equipment), 2018 & 2019

Planned/impulse purchases (sportswear and sports equipment categories), 2018 & 2019

What's driving retailer selection (stationery), 2019, & ppt change on 2018

Consumers using each channel for purchasing stationery (browsed & purchased), 2019

Consumers using each store type for purchasing stationery (browsed & purchased), 2019

Consumers using each device for purchasing stationery (browsed & purchased), 2019

Fulfilment options for stationery purchases made online, 2018 & 2019

Top 10 retailers shopped at for stationery 2018 & 2019

Back to school 2019 pens and pencils penetration (and by age of child bought for) & 2018 pens and pencils penetration

Back to school 2019 stationery essentials penetration (and by age of child bought for) & 2018 stationery essentials penetration

Back to school 2019 notebooks, diaries and organisers penetration (and by age of child bought for) & 2018 notebooks, diaries and organisers penetration

Back to school 2019 paper penetration (and by age of child bought for) & 2018 paper penetration

Back to school 2019 other stationery penetration (and by age of child bought for) & 2018 other stationery

Planned/impulse purchases (stationery), 2018 & 2019

Planned/impulse purchases (stationery categories), 2018 & 2019

What's driving retailer selection (school accessories), 2019, & ppt change on 2018

Consumers using each channel for purchasing school accessories (browsed & purchased), 2019

Consumers using each store type for purchasing school accessories (browsed & purchased), 2019

Consumers using each device for purchasing school accessories (browsed & purchased), 2019

Fulfilment options for school accessories purchases made online, 2018 & 2019

Top 10 retailers shopped at for school accessories 2018 & 2019

Back to school 2019 food accessories penetration (and by age of child bought for) & 2018 food accessories penetration

Back to school 2019 school bag penetration (and by age of child bought for) & 2018 school bag penetration

Back to school 2019 hair accessories penetration (and by age of child bought for) & 2018 hair accessories

Planned/impulse purchases (school accessories), 2018 & 2019

Planned/impulse purchases (school accessories categories), 2018 & 2019

What's driving retailer selection (books), 2019, & ppt change on 2018

Consumers using each channel for purchasing books (browsed & purchased), 2019

Consumers using each store type for purchasing books (browsed & purchased), 2019

Consumers using each device for purchasing books (browsed & purchased), 2019

Fulfilment options for books purchases made online, 2018 & 2019

Top 10 retailers shopped at for books 2018 & 2019

Back to school 2019 books for lessons penetration (and by age of child bought for) & 2018 books for lessons penetration

Back to school 2019 revision guides penetration (and by age of child bought for) & 2018 revision guides penetration

Planned/impulse purchases (books), 2018 & 2019

Planned/impulse purchases (books categories), 2018 & 2019

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