Thinknow Back-to-School Shopping Behavior 2015 Report

Understanding Hispanics’

Back-to-School Shopping Behavior

August 2015

Source: ThinkNow Research Hispanic

Omnibus Study – July 2014, July 2015

Outline

2

Methodology

Key Findings

Detailed Findings

Appendix

Methodology



MethodOnline survey via ThinkNow Research Omnibus Survey.

Survey available in English and Spanish

Sample Size

July 2014

Hispanics: n=505

Non-Hispanics: n=310

July 2015

Hispanics: n=618

Non-Hispanics: n=931

Screening Criteria• Hispanics: self identify as Hispanic origin

• Non-Hispanics: self identify as Non-Hispanic origin

• 18-64 years of age

Test Area Nationwide

Fieldwork Timing July, 2014 July, 2015

Methodology

4

Key Findings



• U.S. Hispanic families are younger than average and have more kids in the

home to shop for. 61% state they’ll be partaking in Back-to-School vs. 50% of

non-Hispanics.

• Larger families translate into a higher Household spend for Back-to-School

shopping. Each Hispanic household plans to spend $368 in Back-to-School

purchase this year vs. $330 for non-Hispanic households.

• Nearly 90% of Back-to-School shoppers start in July or August. 10% start

shopping in June.

• 80% of shoppers are done by the end of August. 20% buy still items in

September.

• Lay-away is used by a quarter of Hispanics and a fifth of non-Hispanics.

• Mass-merchants continue to be the most likely channel for back-to-school

purchases.

• Between 20%-40% of Back-to-School shopping is done online. Clothes and

school supplies are most likely to be purchased in physical stores.

Key Findings

6

Detailed Findings



Hispanic Households have more children present and are more

likely to engage in Back-to-School shopping

8

61%

50%

Hispanics Non-Hispanics

1.9

1.6

Number of Children per Household % of Households Back-to-School Shopping

Up/down arrows indicate significant difference between groups at 95% confidence level.



9%

40%

48%

3%

10%

39%48%

3%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Hispanics - 2015 Non-Hispanics - 2015

When did you or will you Start

Your Back-to-School Shopping?

9

June July August September

More Back-To-School shopping shifted from

About 10% of Shoppers start Back-to-School shopping in June,

40% in July and 50% in August.



Omnibus Study – July 2014, July 2015 10

When did you or will you Finish

Your Back-to-School Shopping?

4%

17%

60%

19%

2%

13%

65%

20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Hispanics - 2015 Non-Hispanics 2015

June July August September

More Back-To-School shopping shifted from

Hispanic shoppers are slightly more likely to finish Back-to-

School shopping in June or July than non-Hispanics.




$339 $331

$368

$330

$0

$50

$100

$150

$200

$250

$300

$350

$400

Hispanics Non - Hispanics

July 2014 July 2015

How much do you think you will spend this year

on back-to-school purchases?

11

Hispanics vs. Non-Hispanics

2013

$293

Hispanic shoppers estimated they would be spending almost

9% more this year than last and 25% more than in 2013

Up/down arrows indicate significant difference from 2014 at 95% confidence level.



26% 26%26% 21%

July 2014 July 2015

Do you plan on using lay-away services on any of the items on

your back-to-school shopping list?

1212

Planning to Use Layaway Service


Non-Hispanic shoppers were less likely to use Lay-away

services this year. Hispanics stayed steady at 26%


Types of items purchased for Back-to-

School stayed the same for Hispanics

this year vs. last. General school

supplies, clothes and shoes are the

most common items Hispanics

purchased, in 2015. Non-Hispanics will

increase their purchase of clothes,

books and athletic equipment

significantly this year.

13



90%

78%

75%

47%

45%

35%

84%

79%

77%

46%

45%

34%

July 2014 July 2015

For Your Back-to-School Shopping, What Type of

Items will You be Shopping for?

14

School supplies (notebooks, pencils,

pens, paper, backpacks, etc.)

Clothes (uniforms, school outfits,

seasonal clothing, etc.)

Shoes (sneakers)

Electronics (computers, laptops, tablets,

printers, calculators, etc.)

Books (textbooks)

Athletic equipment/sporting goods


87%

76%

76%

46%

30%

26%

91%

85%

79%

41%

43%

39%


Mass merchants continue to be the most

important channel for school supplies,

followed by office suppliers.

15



70%

50%

39%

34%

30%

15%

9%

6%

Type of Store Where These Items will be Purchased

16

School Supplies Books

Note: Only top mentions shown

Mass Merchants/

Supercenters

Office Suppliers

Dollar Stores

Club Stores

Drug Stores

Online Stores

Electronic Stores

Goodwill/ Second-

Hand Stores

71%

55%

39%

35%

28%

21%

9%

5%

Hispanics Non-HispanicsMass Merchants/

Supercenters

Online Stores

Office Suppliers

Club Stores

Dollar Stores

Goodwill/Second

Hand Stores

Drug Stores

Will not shop for this

type of item

41%

37%

25%

18%

11%

11%

11%

9%

44%

39%

25%

21%

14%

10%

13%

8%



Apparel stores, Departments stores and

Mass merchants are the most popular

retailers for back-to-school clothes

and shoes.

17



Type of Store Where These Items will

be Purchased

18

Clothes Shoes


Apparel Stores

Department Stores

Mass Merchants/

Supercenters

Online Sites/ Stores

Goodwill/ Second-

Hand Stores/ Garage

Sales

Club Stores

Sporting Goods

Stores

Dollar Stores

57%

53%

52%

20%

17%

15%

13%

5%

63%

57%

60%

26%

22%

12%

13%

9%


39%

35%

33%

25%

24%

11%

10%

39%

46%

41%

31%

25%

11%

14%


Department Stores

Mass Merchants/

Supercenters

Apparel Stores

Sporting Goods

Stores


Goodwill/Second

Hand Stores

Clubs Stores


Non-Hispanics are significantly more likely

to shop for electronics at Office Supply

Stores compared to non-Hispanics.

19



Type of Store Where These Items

will be Purchased

20

Electronics Athletic Equipment


63%

34%

34%

32%

19%

10%

7%

6%

65%

36%

46%

26%

31%

8%

4%

4%


59%

34%

28%

16%

15%

14%

12%

7%

63%

32%

21%

19%

9%

21%

13%

8%


Electronics Stores


Mass Merchants/

Supercenters

Club Stores

Office Suppliers

Drug Stores

Dollar Stores

Goodwill/Second

Hands Stores

Sporting Goods

Stores

Mass Merchants/

Supercenters


Club Stores

Department Stores

Apparel stores

Goodwill/ Second-

Hand Stores/ Garage

Sales

Drug Stores


Physical stores are still the primary Back-

to-School mode of purchase for both

Hispanics and Non-Hispanics.

21



81%

56%72% 76%

61%73%

19%

44%28% 24%

39%27%

0%

20%

40%

60%

80%

100%

Jul'15 Jul'15 Jul'15 Jul'15 Jul'15 Jul'15

School Supplies Books Clothes Shoes Electronics Athletic

Equipment

78%56%

74% 75%60% 69%

22%44%

26% 25%40% 31%

0%

20%

40%

60%

80%

100%

Jul'15 Jul'15 Jul'15 Jul'15 Jul'15 Jul'15

22

Please enter the percentage of your purchases you

plan to make online vs. a physical store

His

pan

ics

No

n-H

isp

an

ics

Online

Physical Store

Online

Physical Store


Both targets tend to make at least 3

visits/sessions in average when buying

back-to-school supplies, online or store

purchases.

23



How many trips to physical stores do you usually need to

complete your back-to-school shopping?

24

Avg. # of Store Visits

3.83.23.6 3.5

July 2014 July 2015





How many online shopping sessions do you usually need to

complete your back-to-school shopping?

25

Avg. # of Online Sessions

2.62.0

3.0 3.0

July 2014 July 2015



Appendix



July 2014 July 2015 July 2014 July 2015

Metric

Hispanics

n=505

Non-

Hispanics

n=310

Hispanics

N=618

Non-

Hispanics

N=931 Metric

Hispanics

n=505

Non-

Hispanics

n=310

Hispanics

N=618

Non-

Hispanics

N=931

Male 51% 49% 51% 49% Born in the U.S. 72% 92% 65% 91%

Female 49% 51% 49% 51% Moved here 28% 8% 35% 9%

Age Household Income

18 to 34 47% 35% 46% 36% Less than $30,000 30% 23% 35% 23%

35+ 53% 65% 54% 64% $30,000 to less than $50,000 25% 17% 17% 16%

Mean age 37 42 37 41 $50,000 to less than $70,000 12% 17% 16% 16%

70,000 to less than $100,000 16% 14% 11% 13%

Census

Region$100,000 or more 13% 25% 13% 26%

Northeast 15% 19% 15% 19% Median income ($000) $53 $65 $50 $65

Midwest 9% 24% 9% 24%

South 36% 37% 37% 37%

West 40% 20% 40% 20%

Sample Profile

27



July 2014 July 2015 July 2014 July 2015

Metric

Hispanics

n=505

Non-

Hispanics

n=310

Hispanics

N=618

Non-

Hispanics

N=931 Metric

Hispanics

n=505

Non-

Hispanics

n=310

Hispanics

N=618

Non-

Hispanics

N=931

Marital Status Educational Attainment

Married 50% 46% 43% 45% Less than High School 5% 6% 10% 4%

Single 34% 30% 33% 32% High school graduate 17% 17% 25% 23%

Living with partner 9% 8% 10% 10% Some College, but no degree 24% 24% 24% 28%

Separated/divorced 7% 8% 10% 10% Trade or technical school 4% 7% 4% 5%

Widowed 2% 3% 2% 2% Graduated from 2-year College 10% 11% 8% 7%

Graduated from 4-5 year College 33% 28% 23% 22%

Average household size 3.2 2.8 3.3 2.9 Post Graduate Degree 7% 8% 7% 10%

Presence of Children Employment Status

No children <18 present 49% 56% 48% 54% Employed or self employed (net) 65% 56% 65% 60%

Any children <18 present 51% 44% 52% 46% Full-time Homemaker 10% 14% 9% 12%

Currently unemployed 11% 8% 13% 8%

Student, not employed 7% 5% 6% 4%

Unable to work/Disabled 4% 7% 4% 7%

Retired 3% 9% 4% 10%

Sample Profile

28



Metric

Hispanics

2014

n=505

Hispanics

2015

N=618

Language Spoken at Home

Spanish only 10% 11%

Spanish mostly 32% 21%

Spanish and English equally 25% 33%

English mostly 17% 17%

English only 16% 19%

Country of Origin

Mexican/Mexican American 60% 64%

Puerto Rican 16% 12%

South American 11% 9%

Cuban 9% 8%

Central American 5% 6%

Dominican 4% 3%

Sample Profile

29

Marketing

Thinknow Back-to-School Shopping Behavior 2015 Report