NPD发布了美国返校购物的数据,发现2012年这些用户购买预算比去年更高,但和往年一眼,他们的购物行为将稍后发生
Back-to-School Overall Spend | 2012 | 2011 |
More | 31% | 22% |
Less | 24% | 38% |
Same | 46% | 40% |
Source: The NPD Group, Inc.
Back to School Shopping Time Frame | 2012 | 2011 |
By August 1st | 37% | 38% |
By September 1st | 58% | 57% |
Source: The NPD Group, Inc.
Back-to-School Shopping Locations | 2012 | 2011 |
Department Stores | 26% | 20% |
Footwear Specialty | 25% | 18% |
Online Shopping | 16% | 16% |
Apparel Specialty Retailers | 15% | 13% |
Warehouse Clubs | 13% | 14% |
Sporting Goods Stores | 7% | 4% |
Catalog | 3% | 5% |
Source: The NPD Group, Inc.
Back-to-School Shopping Category Spend | 2012 | 2011 |
School Supplies | 78% | 77% |
Apparel | 62% | 58% |
Footwear | 55% | 45% |
School Bags | 43% | 30% |
Electronics | 26% | 27% |
Apparel Accessories | 19% | 17% |
Calculators | 11% | 8% |
Sports Equipment | 6% | 3% |
Source: The NPD Group, Inc.
Back-to-School Items Reason For Purchase | 2012 | 2011 |
Value | 79% | 82% |
Required | 56% | 45% |
Child Wanted It | 28% | 22% |
Replacement | 26% | 30% |
Trendy/Fashionable | 15% | 12% |
Influenced by Friends | 2% | 2% |
Source: The NPD Group, Inc.
Methodology: Findings presented here are based on a poll of 2,500 members of The NPD Group’s online consumer panel. U.S. adults age 18 and older participated in the study, which was fielded between July 2 and July 10, 2012.
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