Apparently, You Shop Like Your Parents by Mr. Enns

1 of 6

Slide Notes

Apparently, You Shop Like Your Parents

Published on Nov 22, 2015

No Description

PRESENTATION OUTLINE

Apparently, You Shop Like Your Parents

Can you believe it?

Photo by NeilsPhotography

Teens are shopping like their parents during the back-to-school season. It is currently putting a lot of pressure on retailers to change the way they market to them. Almost gone are the spending sprees, starting weeks before school. More teens are thrifty nowadays. It's a habit picked up from their parents.

Today's kids reuse more clothes from the previous year, mixing up the old with the new for different styles. They also shop year-round for things they need so they're spending less money during the beginning of the school year.

Photo by booledozer

Breaking it Down in Numbers
When shopping teens are less likely to get anything doesn't have a discount. Plus the teens who'll reuse last year's items rose to 39 percent from 26 percent between 2011 and 2015, says a Deloitte LLP poll of 1,000 parents.
Teens are spending less. Families with school-age kids, on average, are expected to spend $630.36 this year, according to a survey of 6,500. That's down 6 percent from last year and results have registered declines for four out of the past seven years.
Overall, back-to-school spending this year should hit $42.5 billion. That is up 2.1 percent from the previous year, according to a research firm. That's much lower than the 5 to 6 percent average gains typically seen in a healthy economy.

Photo by thinkretail

Teens' behavior is an extension of how their parents learned to shop since 2008 when retailers pushed discounts to entice people to buy during the downturn. This has cut into sales from July through September, the second biggest shopping period of the year behind the winter holidays. Sales during that period were 24.9 percent of total sales annually last year, down from 25.8 percent in 2003.
"Consumers are sending a message to retailers that says 'the back-to-school shopping season just isn't that important anymore,'" says Deloitte's Alison Paul.
Typically, promotions would end around Labor Day, they're now extending them through September. They're also pulling together complete outfits from different brands in stores to make it easier for teens to buy looks. And they're using social media campaigns to be more easily discovered by teens.

To observe teens' new behavior, the AP followed Pugliese. With her were her cousin, Arianna Schaden, 14; and two friends, Isabella Cimato, 17, and Sofia Harrison, 15. The were at Roosevelt Field mall in Garden City, N.Y. Here are some ways teens are shopping differently, and how retailers are adjusting:

Untitled Slide

Mr. Enns