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Back-to-School Trends 2019 | Steel Advertising
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Back-to-School Trends 2019

Back to school 2019 stats

Back-to-School Trends 2019

Children Influence 70% of Family Spending for Back-to-School.

Parents weighed in and their children influence on average about 70% of Back-to-School purchases to the tune of an estimated $20B this year. The largest influence is on clothing and accessories. Electronics and school supplies purchases are influenced moderate to high by children.

50% of families school-related budget is spent during the back-to-school shopping season.

From July to September families will spend over 50% of their school related budget for the year. Twenty-nine million households will spend an estimated total of $27.8B in 2019, making Back-to-School the 2nd largest shopping season behind the Holidays.

29% of back-to-school spending is online purchases.

Shopping and purchasing online has grown steadily from 2016, and is expected to be 29% this year. Parents are more likely to purchase electronic gadgets and computers online, but clothing and school supplies in-store.

Families with a college student estimated to spend an average of $976.78 on back-to-school.

College students are expected to spend an average $976.78 on back-to-school shopping. This is up from the $942.17 average spending in 2018, says the National Retail Federation.

Families of K-12 students estimated to spend an average of $696.70 per student.

Families of K-12 students are expected to spend an average $696.70 per student on Back-to-School shopping. This is up from the $684.79 average per student in 2018, says the National Retail Federation.

60% of back-to-school shoppers use mobile.

According to Deloitte, 60% of Back-to-School shoppers will be using a mobile device, up from 53% in 2018. Fifty percent use a mobile device to access price information, sales or discounts, and 50% will purchase online.

The season starts in July, but 64% of families shop during the first 2 weeks of August.

According to Deloitte’s 2019 Back-to-School report, 64% of U.S. families do their Back-to-School shopping during the first 2 weeks of August. They are estimated to spend $9.5 billion of the $27.9 billion total Back-to-School spending estimated for 2019.

Sources: Deloitte 2019 Back-to-School Shopping Report, National Retail Federation (NRF)

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Based in Austin, Texas, Steel is a full-service integrated ad agency that uses a deep understanding of how families make purchase decisions to deliver brands that families love. In close partnership with our clients, Steel unites data, technology, creativity and influence to produce more stunning growth for brands in health, education, food and fun that serve the American family.
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