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1、Back-to-School Shopping report 2023Parents boost Back-to-School budgetsTop 10 takeaways for Back-to-School Shopping2|2023 Jones Lang LaSalle IP,Inc.All rights reserved.1.Back-to-School budgets are bigger:Parents plan to spend 15.7%more on Back-to-School shopping this year,considerably more than the
2、year-over-year inflation rate of 4.9%.2.Parents will compensate for higher prices by spending more:More than half of parents(55.2%)will budget more to accommodate higher prices for the same number of items they bought last year.3.More than half of parents will look for sales:More parents will look f
3、or sales and deals this year(69.5%)to save money,although conversely,fewer parents said that inflation will affect how they shop for Back-to-School.4.Parents will start early:By July more than 60%of parents would have begun Back-to-School shopping,but the most popular month for starting remains Augu
4、st.5.Parents want the ease of delivery:Parents are increasingly turning to delivery to get Back-to-School goods.Since the pandemic hit in 2020,parents ordering online for home delivery of their kids school lists have soared over 21 percentage points.6.Mass merchandisers check off parents school list
5、s:The Big Three Back-to-School shopping retailers Walmart,Target and Amazon retain their top spots and relative positions,although the share of parents shopping at Walmart and Amazon decreased somewhat from 2022.7.Free shipping more important than cost:More parents prioritized free shipping(24.1%)ab
6、ove all other factors when determining where to shop.This is understandable given that more parents will be ordering online this year than in previous years.8.The sweet spot for parents 2-3 retailers:The lions share of parents will visit 2-3 retailers to check off their Back-to-School shopping lists
7、.9.Most parents will buy stationery and apparel:Clothing and stationery are the top items parents plan to pick up for Back-to-School shopping this year.Accessories like backpacks or lunch bags were the third most popular item,while over 30%of parents plan to buy home office and art&craft supplies.10
8、.Most kids will have input in shopping choices:Roughly half of parents will let their kids choose what to buy,while fewer will have input on where to shop and even fewer kids will do their own shopping.As soon as students close their books and put down their pens and pencils,parents pick up their li
9、sts.The Back-to-School shopping list is a familiar sight to experienced parents,and its never too early in the summer to start planning,shopping,and crossing items off.In this report,we look at how parents plan to shop for the upcoming school year and how this shopping process evolves from year to y
10、ear.We surveyed 1,003 parents online in May.Just like the lists,some things dont change:the Big 3 Walmart,Target and Amazon retain their top spots.But there are notable differences among parents in when and how they shop,and how much they plan to spend.Read on to discover our key insights into the u
11、pcoming shopping season.Introduction3|2023 Jones Lang LaSalle IP,Inc.All rights reserved.Contents4|2023 Jones Lang LaSalle IP,Inc.All rights reserved.01 Budgets get bigger0502 Deals still matter1203 Online is easy1804 Parents want to get it done2305 Parents dont all shop the same28Budgets are bigger
12、Back-to-School budgets are biggerAfter moderating spending plans last year in response to soaring inflation,parents have a different approach this year:budget for as much as is necessary to get everything on schools lists.Parents plan to spend 15.7%more on Back-to-School shopping this year,considera
13、bly more than the year-over-year inflation rate of 4.9%.Whats more,parents in every major income bracket plan to spend more than they did last year,with wealthier households upping their budgets the most,by 21%.Parents will spend 15.7%more this year$317$367Last school yearThis school yearBack-to-Sch
14、ool spending per child11%16%17%27%21%-9%3%8%-2%34%-10.0%0.0%10.0%20.0%30.0%40.0%$0-$50,000$50K-$100K$100K-$150K$150K-$200K$200K%change fr last yr%difference from this years average6|2023 Jones Lang LaSalle IP,Inc.All rights reserved.Source:JLL Back-to-School Shopping Survey 2023Parents of college st
15、udents will spend moreOlder age groups,particularly those falling in the 4560-year range(comprised mainly of Gen X parents)plan to spend the most on average per child at$406.Parents with children in or heading to college will spend considerably more per child(at$485)than those with K-12 students or
16、homeschooling parents.7|2023 Jones Lang LaSalle IP,Inc.All rights reserved.Source:JLL Back-to-School Shopping Survey 2023After years of climbing prices,parents areinflation-savvy.They will budget more but still look for deals.8|2023 Jones Lang LaSalle IP,Inc.All rights reserved.Parents will compensa
17、te for higher prices by spending moreMore than half of parents(55.2%)surveyed plan to spend more this year than they did last year.Many will budget more to accommodate higher prices for the same number of items they bought last year.Some will spend more because they have more children enrolled in sc
18、hool this year or need to make a big-ticket purchase like a computer.Parents who plan to spend more this year will up their budget by an average of 27.1%.1.3%5.5%6.6%10.4%6.9%11.7%4.1%11.5%11.9%27.7%Spending less due to big ticket purchase last yearSpending less due to fewer kids in schoolSpending l
19、ess because financial picture has changedSpending less and only buy essentials because of higher pricesSpending the same,but buying fewer items because of higherpricesBuying the same amount and dont see a large impact on pricing for what I needIncreasing budget because financial picture has improved
20、Increasing budget because of big ticket item needsSpending more due to more kids enrolled in schoolSpending more than last year because of higher pricesPlan to spend less23.8%Plan to spend the same18.6%Plan to spend more55.2%How will your Back-to-School budget change this year?9|2023 Jones Lang LaSa
21、lle IP,Inc.All rights reserved.Source:JLL Back-to-School Shopping Survey 2023Budget cutbacks will be moderateSlightly less than one-quarter of parents(23.8%)plan to spend less than they did last year.Many will stick to buying essentials because of higher prices.In some cases,financial conditions hav
22、e deteriorated,and they have less money to spend.Parents cutting back on budgets plan to spend 3.4%less than last year,on average.Less than 20%of parents plan to spend roughly the same as they did last year,Approximately 7%will buy fewer items while keeping budgets intact.10|2023 Jones Lang LaSalle
23、IP,Inc.All rights reserved.Source:JLL Back-to-School Shopping Survey 2023Most parents wont use Buy Now,Pay Later11|2023 Jones Lang LaSalle IP,Inc.All rights reserved.The majority of parents will not take advantage of Buy Now,Pay Later(BNPL)services.With those that do,20.4%will use it to buy an expen
24、sive necessity,like a computer or furniture.Nearly as many parents(19%)will use it for other lower-ticket items required by the school.Fewer parents will use it to buy discretionary items that are not on a school list.Young parents(18-29)are more likely than older parents to use BNPL,particularly fo
25、r expensive items,regardless of whether they are needed.%of parents who plan to use Buy Now,Pay Later11.0%17.5%19.0%20.4%56.9%To buy other items that arent on the school list but that your child wantsTo buy an expensive item that isnt required but that your child wantsTo buy other items that thescho
26、ol requiresTo buy an expensive item thatis requiredI dont plan to use Buy Now Pay Later servicesDeals still matterMore than half of parents will look for salesRegardless of whether they plan to spend more,parents,by and large,will look for sales and deals.Back-to-School lists tend to be highly commo
27、ditized,making it easy to shop around for the best value.More parents will look for sales and deals this year(69.5%)to save money,although on the converse side,fewer parents said that inflation will affect how they shop for Back-to-School.Fewer parents than last year will cut back on the number of i
28、tems they purchase.Instead,they will reuse existing products,buy secondhand where possible or less expensive brands.Moms will more actively look to save money through a variety of methods,although dads are slightly more likely to buy secondhand.In what ways will you try to save money on Back-to-Scho
29、ol shopping this year?13|2023 Jones Lang LaSalle IP,Inc.All rights reserved.14.1%16.0%32.7%49.0%59.5%7.7%21.2%26.3%36.5%41.1%69.5%Inflation will not affect how Inormally shop for Back to SchoolI will buy secondhand rather thannew products,where possibleI will buy less expensive/more basicversions of
30、 the products on myshopping listI will reuse existing school productsI will buy fewer products,focusingonly on necessitiesI will look for sales,coupons anddeals20232022More than half of parents will look for sales14|2023 Jones Lang LaSalle IP,Inc.All rights reserved.Young parents(18-29)are considera
31、bly more likely to buy secondhand products to save money(31.4%)while the 30-44 age group comprised mainly of Millennials will reuse existing products or buy cheaper brands.Parents earning under$100,000 are more likely to opt for less expensive brands,while wealthier parents are more prone to reuse e
32、xisting products.Mass merchandisers check off parents school lists15|2023 Jones Lang LaSalle IP,Inc.All rights reserved.Mass merchandisers remain in the top spot for parents,because they are one-stop shops for picking up all the items on a school supplies list,as well as offering affordable prices o
33、n clothes,electronics,and other things that their kids may want or need.Parents from all income brackets and ages ranked mass merchandisers a top choice.Online retailers were second in popularity,particularly among higher-income parents and dads.Moms are more likely to shop at mass merchandisers rat
34、her than online(81.8%vs 66.2%),while dads were equally likely to shop at those locations(71.9%each).%of respondents who shopped at a particular retail type3.1%5.5%6.1%6.9%7.4%9.3%12.2%20.2%24.3%29.0%29.5%68.7%78.3%OtherOrder through the schoolBoutique/local shopsHome goods storesUniform storesThrift
35、/consignmentElectronics storesDollar storesDepartment storeOffice suppliesApparel&AccessoriesOnline retailerMass merchandiserSoft goods stores popular with wealthier parentsWealthier parents were more likely to visit apparel,office supply,home goods and department stores,while lower-income parents w
36、ere more likely to visit dollar stores and thrift/consignment stores.Parents over 60 years old(i.e.Boomers)were more likely to go to dollar stores and department stores,compared with other age groups.16|2023 Jones Lang LaSalle IP,Inc.All rights reserved.Parents stick with their favorites17|2023 Jone
37、s Lang LaSalle IP,Inc.All rights reserved.Thanks to their low prices and wide product selection,the Big Three Back-to-School shopping retailers Walmart,Target and Amazon retain their top spots and relative positions,although the share of parents shopping at Walmart and Amazon decreased somewhat from
38、 2022.Other favorites remained on the top 10 list,including Old Navy,Staples,Macys and Office Depot.Interestingly,twice as many parents named Kohls among their top 3 retailers this year.Please list the top 3 retailers where plan to shop for Back to School this year 2.7%3.9%3.8%4.9%5.9%4.0%7.5%50.0%5
39、3.3%63.5%2.7%3.2%3.8%4.5%5.2%8.3%8.4%46.0%54.2%58.6%Dollar GeneralCostcoOffice DepotMacysStaplesKohlsOld NavyAmazonTargetWalmart20232022Source:JLL Back-to-School Shopping Survey 2023Online is easyParents want the ease of deliveryParents are increasingly turning to delivery to get Back-to-School good
40、s.Since the pandemic hit in 2020,the percentage of parents ordering online for home delivery of their kids school lists has soared over 21 percentage points.Visits to stores not located in a mall(open-air centers or freestanding retailers)have also risen consistently.This is not surprising,given tha
41、t these centers are home to mass merchandisers a mecca for parents looking to cross-off their shopping lists.%of parents who shopped via a particular channel19|2023 Jones Lang LaSalle IP,Inc.All rights reserved.Source:JLL Back-to-School Shopping Survey 202344.2%47.7%61.7%65.3%37.3%47.6%51.0%54.6%31.
42、6%40.1%43.9%38.5%14.2%16.7%20.8%20.4%22.5%16.6%21.6%20.0%2020202120222023DeliveryNon-mall storeEnclosed mallCurbsideBOPISMalls popular with parents who plan to shop aroundFewer parents are hitting the malls for theirBack-to-School shopping needs this year 38.5%will visit enclosed malls this yearcomp
43、ared to 43.9%last year.However,parents who plan to shop at 7 or more retailers are more likely to head to a mall(57.6%)than other physical retail.Parents taking advantage of BOPIS and curbside pickup remain relatively flat from 2022.These methods tend to be more popular with parents aged 30-44(prima
44、rily Millennials).Wealthier parents were notably more likely to shop across channels than parents with lower-income.20|2023 Jones Lang LaSalle IP,Inc.All rights reserved.Source:JLL Back-to-School Shopping Survey 2023Free shipping more important than costMore parents prioritized free shipping(24.1%)a
45、bove all other factors when determining where to shop.This is understandable given that more parents will be ordering online this year than in previous years.Free shipping was of paramount importance for primarily Millennials and Gen Xers(30-60 years old).Roughly one-fifth of parents reported that c
46、ost trumps everything else.Boomer parents(aged 60 years or older)tended to prioritize costs and wide selection than other age brackets,while clean stores and curbside pickup were particularly important for young parents(18-29 years,primarily Gen Z).But checking off those school supply lists is very
47、important too.A little over 16%of parents prefer stores which sell all items on the school lists and another 14.5%want stores with wide selection or a one-stop shop.Top factor besides cost determining where people shop for Back-to-School21|2023 Jones Lang LaSalle IP,Inc.All rights reserved.Source:JL
48、L Back-to-School Shopping Survey 20233.0%5.1%8.3%9.2%14.5%16.4%20.8%24.1%OtherCurbside pickupStore is clean and easy to navigateStore sells items/brands my kids wantWide selection/one stop shopStore sells all the items on the schools required list of suppliesCost is the only thing that mattersFree s
49、hipping/deliverySoft goods stores check off kids wish listsNotably,87.6%of parents who prioritize a wide selection,and nearly as many(82.6%)who want a store that sells all required school supplies will visit mass merchandisers.For apparel,department and sporting goods stores the top factor was havin
50、g items kids want.Dollar stores were the only type where cost came in as the#1 factor.Curbside pickup is particularly important for office supplies stores,while clean and easy to navigate were priorities for electronics and home goods retailers.22|2023 Jones Lang LaSalle IP,Inc.All rights reserved.P
51、arents want to get it doneParents will start earlyBy July more than 60%of parents would have begun Back-to-School shopping,but the most popular month for starting remains August.Younger parents are likely to get an early start,having begun or already finished their shopping in May.Parents over 30 ye
52、ars old are more likely towait until August to begin their shopping.Moms are more likely to start shopping in July or August,possibly to nab those tax-free Back-to-School shopping savings during that period.After all,moms were also likely to look for sales,deals and otherways to save.August remains
53、most popular month for BTS shoppingStart4.9%14.8%13.3%26.1%28.7%1.4%7.6%4.4%4.9%20.3%34.1%61.1%90.7%92.2%100.0%4.4%Ive alreadyfinished myshoppingIve alreadystarted myshoppingDuring JuneDuring JulyDuring AugustDuringSeptemberThroughout theschool year asneededIm not shoppingfor Back-to-SchoolCumulativ
54、e%of parents24|2023 Jones Lang LaSalle IP,Inc.All rights reserved.Source:JLL Back-to-School Shopping Survey 2023The sweet spot for parents:2-3 retailers25|2023 Jones Lang LaSalle IP,Inc.All rights reserved.The lions share of parents will visit 2-3 retailers to check off their Back-to-School shopping
55、 lists.Wealthier parents earning more than$100,000 are considerably more likely to visit 6 or more retailers.Young parents also plan to visit more retailers,while Boomer parents(over 60)are more likely than other age groups to stick to one retailer.Parents who plan to visit malls,pick up curbside or
56、 order online are notably more likely to purchase from more than 7 retailers.Parents who plan to shop in a freestanding store or open-air retailer are more likely to limit the number of stores they visit to 3 or fewer.#of retailers parents plan to visit for Back-to-School shopping5.5%3.3%7.2%23.7%48
57、.1%10.1%I dont knowMore than 7 retailers6-7 retailers4-5 retailers2-3 retailersI plan to geteverything at 1 storeor online retailerMost parents will buy stationery and apparelClothing and stationery are the top items parents plan to pick up for Back-to-School shopping this year.Accessories like back
58、packs or lunch bags were the third most popular item,while over 30%of parents plan to buy home office and art&craft supplies.Electronics and dorm room supplies were more likely to be purchased by wealthier parents.Home office supplies were more likely to be purchased by parents with college kids(33.
59、3%)as well as by homeschooling parents(43.9%).26|2023 Jones Lang LaSalle IP,Inc.All rights reserved.Source:JLL Back-to-School Shopping Survey 2023Most kids will have input in shopping choices27|2023 Jones Lang LaSalle IP,Inc.All rights reserved.Most kids will have some input in Back-to-School shoppi
60、ng choices.Roughly half of parents will let their kids choose what to buy,while fewer will have input on where to shop and even fewer kids will do their own shopping.College kids will have much more input on where and what is purchased(36.3%),and more will do their own shopping(18.2%).Homeschooled k
61、ids will also do more of their own shopping than those in K-12 schools.What part does your child(or children)play in Back-to-School shopping?Source:JLL Back-to-School Shopping Survey 20231.4%4.6%12.1%13.0%19.1%49.9%OtherDoes their own shoppingMy child/children have noinputHelps choose where toshopHe
62、lps choose where andwhat to buyHelps choose what productto buyParents dont all shop the same29|2023 Jones Lang LaSalle IP,Inc.All rights reserved.How parents shop for Back-to-School varies by incomeIncome groupMore likely toLower-income parents(earning less than$50,000)Spend 9.4%less than the averag
63、ePrioritize cost over everythingUse Buy Now,Pay Later for an expensive item required by schoolDecrease budgets from last year because of higher pricesShop at dollar or thrift storesHigher-income parents(earning more than$150,000)Spend considerably more than the average AND last yearPrefer stores tha
64、t sell everything on school listsNot use Buy Now,Pay LaterKeep budgets the same or spend more to account for inflationReuse existing school productsBuy online or use BOPISShop at apparel,office supply and home goods storesBuy electronics and dorm room suppliesSource:JLL Back-to-School Shopping Surve
65、y 2023Moms more likely to30|2023 Jones Lang LaSalle IP,Inc.All rights reserved.Plan to spend less because of inflationStart shopping laterReuse school productsShop at mass merchandisers,apparel and dollar storesShop at a mall or use BOPISPrefer one-stop shoppingLook for salesDads more likely toStart
66、 shopping earlySpend moreOrder online for delivery,BOPIS or curbside pickupBuy secondhand productsPrioritize free deliveryPrefer easy to navigate storeShop at 4 or more retailersUse Buy Now,Pay LaterShop at office supplies,department stores and electronics stores31|2023 Jones Lang LaSalle IP,Inc.All
67、 rights reserved.Thank youKeisha Virtue(author)Senior Analyst of Research,Retail JLLKeisha.VHeli BrecailoManager of Research,Retail JLLHeli.BJames CookAmericas Director of Research,Retail JLLJamesD.CSaul LuaAnalyst of Research,Retail JLLSaul.LDisclaimerThe information contained in this document is p
68、roprietary to Jones Lang LaSalle and shall be used solely for the purposes of evaluating this proposal.All such documentation and information remains the property of Jones Lang LaSalle and shall be keptconfidential.Reproduction of any part of this document is authorized only to the extent necessary
69、for its evaluation.It is not to be shown to any third party without the prior written authorization of Jones Lang LaSalle.All information contained herein is from sources deemed reliable;however,no representation or warranty is made as to the accuracy thereof.33|2023 Jones Lang LaSalle IP,Inc.All rights reserved.