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Business

Is Back to School Back to Normal?

Source: https://insights.consumer-edge.com/2022/09/is-back-to-school-back-to-normal/

With the 2022 school year just starting in the US, we use our unique demographic data to isolate households with children and see how their spending patterns have changed versus previous years. In today’s Insight Flash, we look at total back to school spend for households with children, a breakdown in growth rates by subindustry, and which brands saw the strongest trends.

Since just after back to school three years ago in September 2019, spend has risen more quickly for households with children than for those without. Households with children spent 36% more in August 2022 than in September 2019, while households without children spent only 32% more. In general, the July and August back to school months tended to have a wider gap in spend growth rates between the two groups than September when school was in session.

Spend by Demographic

In 2022, the largest growth in spend per shopper with children in back to school categories was for Footwear/Athletic Apparel. Office/School Supplies also saw a positive change in spend, with a decline in 2021 possibly due to leftover remote learning supplies from the prior year. Clothing categories for family and children also saw positive growth, while more discretionary categories like Online Education, Books, Toys, & Games, and Electronics saw y/y declines.

Change in Spend per Shopper

In the 35 days leading up to Labor Day Sunday, households with children were 2.6 times as likely to shop at Jostens as our overall panel, and 2.4 times as likely to shop at Pure Hockey or TeamSnap. In general, prep for back to school sports overindexed for households with children, along with amusement parks as families got in one last day out before the homeroom bell started ringing.

Top Brands

To learn more about the data behind this article and what Consumer Edge Research has to offer, visit www.consumer-edge.com.

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DATA PROVIDER SPOTLIGHT

Advan

Advan provides hedge funds and institutional investors with unmatched insights into both foot and vehicle traffic to enable better investment decisions. Using precise, manual geofencing, it has the most extensive and accurate location data, available in seconds through an intuitive, self-service dashboard. Its institutional-grade analytics allow fast and actionable insights into customer behavior and corporate activity.

Advan is headquartered in New York City. For more information please visit www.advan.us

GET WEEKLY ALERTS

Sign up to receive our stories in your inbox.

The email you entered is not valid.

LET US HELP

Data is changing the speed of business. Investors, Corporations, and Governments are buying new, differentiated data to gain visibility make better decisions. Don't fall behind. Let us help.

DATA PROVIDER SPOTLIGHT

Advan

Advan provides hedge funds and institutional investors with unmatched insights into both foot and vehicle traffic to enable better investment decisions. Using precise, manual geofencing, it has the most extensive and accurate location data, available in seconds through an intuitive, self-service dashboard. Its institutional-grade analytics allow fast and actionable insights into customer behavior and corporate activity.

Advan is headquartered in New York City. For more information please visit www.advan.us