NPD:美国返校购物数据

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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