Some Surprises May Impact Back-to-School Shopping This Fall

Planet Insights Analysis of BIGresearch Data Shows Difference Between Wal-Mart and Target Shoppers

Despite steep gas prices, back-to-school apparel spending is projected to be higher than last year according to data tabs pulled from the BIGresearch Consumer Intentions and Actions Survey (CIA), July 2006.

Planet Insights, a BIGresearch affiliate, analyzed Wal-Mart shoppers vs. Target shoppers with elementary school age kids. Surprisingly, Wal-Mart shoppers with kids plan to outspend their Target counterparts in apparel.

--  Average planned apparel spend for Wal-Mart shoppers -- $249.09
--  Target shoppers planned average apparel spend -- $237.77
    

Fashion is more important this year, with both shopper sets looking for trend-right selections. But sales are important too as 75% of Wal-Mart shoppers and 76% of Target shoppers usually buy clothing when it's on sale.

Many families with kids get an earlier start than consumers overall:

--  Almost 20% will shop at least two months before school starts
--  Almost 50% will shop three weeks to one month before
--  Only 25% will wait to shop until 1-2 weeks before school begins
    

Retailers are enticing the early shoppers with plenty of sales. Stores are advertising "buy more, wear now" messages, featuring apparel styles appropriate for summer weather. Promotions are everywhere -- free movie tickets, dollar-off coupons and even iPods are available to the savvy shopper.

Shopper loyalty is in question, as both shopper sets will stray out of discount for many items they could in fact buy in the channel. Look at their plans to purchase Back-to-School items at a variety of other retailers both Office Supply and Specialty Electronics retailers will steal shoppers.

About Planet Insights

Planet Insights is an information agency specializing in the interpretation of consumer and shopper survey data. Its products are designed to function as stand-alone databases for clients to license, or it can provide varying levels of analysis and service to generate custom reports from within information contained in The Shopper Mindset database. The study is fielded to over 5,000 shoppers on a semi-annual basis, resulting in hundreds of respondents for many types of shopping trips, and enabling marketers to keep tabs on the ever-changing consumer mindset. Version 3.0 of the study is underway now, with results expected to be available in August. Visit www.planetinsights.com for a complimentary report.

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Consumer Intentions and Actions Survey (CIA) monitors the pulse of more than 7,000 consumers each month. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 15,000 consumers twice each year. BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent. Complimentary findings are available at www.bigresearch.com.