Integer study: Fewer back-to-school shoppers this year, but more spending
DENVER — About 36% of shoppers don’t plan to do back-to-school shopping this year, up from 31% in 2013 and 28% in 2012, according to a new study by the Integer Group and M/A/R/C research. However, those who will shop are poised to spend more than ever.
"Shoppers are expected to spend more this year so our study showing a drop in the amount of people who will be shopping presents an interesting dynamic," the Integer Group’s SVP insight and strategy Craig Elston. "A combination of several factors could explain why a third of the respondents won't be shopping, including fewer school-age children in the home and households repurposing school supplies and merchandise to help minimize costs."
Among those who will be shopping, a little less than half will look to mass retailers for their back-to-school essentials. This number, though, is about 6% lower than it was in 2013. In fact, most shopping channels are in decline when it comes to back-to-school shoppers. The starkest contrast over the past three years is in drug stores, where only about a fourth of shoppers plan to shop this season — down nearly 10% from 2012 and 5% from 2013.
Among back-to-school shoppers, the most important thing, according to the study, is the lowest price on the items they need. Many shoppers are moving online, with about 40% of millenials planning to shop online. Additionally, more shoppers are getting the information about which retailer to visit online, with social media, retailer sites and the Internet generally gaining shoppers, while such traditional forms as newspaper circulars — down 19 points from 2013 — lose steam. However, in store, 44% of shoppers refer to circulars.
“Retailers must work to improve integration between their brick-and-mortar and online shopping experiences to provide optimized product selection, availability and expedited shipping or in-store pickup,” the report said. “Brands, as well, need to ensure that back-to-school coupons and promotions feature a user-friendly and engaging digital component, including use of mobile and social media platforms.”
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Kardashians to launch new beauty line
NEW YORK — The Kardashian clan will partner with Farouk Systems for a line of salon-quality hair styling products. Kardashian Beauty — which features styling products, tools and accessories — will make its debut in spring 2015.
"Farouk Systems is a company of hairdressers dedicated to creating beauty, new trends and innovative styling products, so the partnership with Kourtney, Kim and Khloe to introduce Kardashian Beauty was a natural fit," said Basim Shami, CEO of Farouk Systems. "Our team worked hand-in-hand with the sisters to create a premium product line directly inspired by their iconic styles and individual hair needs, while also honoring our company's commitment to offer superior quality professional products."
Although performance and quality were extremely important when developing the line, Kardashian beauty reflects the sisters' desire to bring high-end products to consumers at an affordable price.
"We have been developing Kardashian Beauty carefully with our fans' needs in mind, as well as our individual hair care needs," said the Kardashian sisters. "Our personal desire for healthy, beautiful hair and hands-on product development has allowed us to design products we felt were missing in the market."