德勤-2020年返校调查之中小学（英文）-2020.7-31页_1mb

2020 Deloitte Back-to-School Survey Summary

Core Content

The 2020 Deloitte Back-to-School Survey highlights the significant impact of the COVID-19 pandemic on consumer behavior, particularly during the back-to-school (BTS) season. The survey, conducted between May 29 and June 5, 2020, polled 1,200 parents of school-aged children (K-12) and found that uncertainty, health concerns, and financial anxieties are reshaping traditional BTS shopping patterns.

Main Views

1. High Anxiety Among Parents

• Parents are highly anxious about the upcoming school year due to the ongoing effects of the pandemic.
• 66% of parents are anxious about sending their children back to school.
• 76% of shoppers are concerned about health, while 38% are worried about finances.
• 43% of parents feel the education provided in the spring was not adequate for their children to be academically ready for the next grade.

2. Shift in Spending Towards Technology

• Despite a relatively flat overall BTS spending (expected to reach $28.1B or $529 per student), technology spending is rising.
• 40% of parents expect to buy fewer traditional school supplies due to increased use of digital tools in the classroom.
• Technology spending increased by 28% YoY, offsetting declines in apparel (17% down) and traditional school supplies (18% down).
• 51% of parents plan to increase spending on virtual learning tools to help students catch up.

3. Digital Engagement Accelerating

• 37% of parents expect to spend 37% of their budget online, up from 29% in 2019.
• 64% plan to shop for BTS using personal computers, reflecting a shift from mobile devices.
• Contactless shopping is becoming more popular, with nearly 50% of shoppers seeking BOPIS (buy online, pick up in-store) options.
• Voice assistants are gaining traction, with 14% of shoppers planning to use them, up from 6% in 2019.

4. Neighborhood Formats Trending

• Mass merchants still dominate the BTS shopping market, but local retailers like grocers and drugstores are gaining traction.
• 81% of shoppers expect to shop at mass merchants, a 7% decrease from 2019.
• 80% of parents plan to shop during late July–early August, sticking to traditional timing patterns despite uncertainty.

5. Safety and Convenience as Key Considerations

• 75% of parents are worried about the health and safety of themselves and their families.
• Safety is now a key factor in choosing a retailer, alongside price and convenience.
• Convenience is the top driver for purchasing preconfigured school kits, with many parents citing safety as a reason for this preference.

Key Findings

1. Anxiety Running High

• Parents are not satisfied with the education provided this spring, with only 43% feeling their children were academically ready for the next grade.
• Health and financial concerns are leading to a shift in shopping behavior, with a focus on safe and affordable options.
• Lower-income households are more likely to use non-digital resources, while higher-income households prefer personalized digital learning tools like live streaming and online tutors.

2. Digital Engagement on the Rise

• Online platforms are accelerating due to health and safety concerns, with BOPIS and delivery becoming more popular.
• Personal computers are replacing mobile devices as the primary shopping tool, especially for technology purchases.
• Data privacy is becoming increasingly important as more shopping moves online.

3. Category Spend Shifting

• Technology is the fastest-growing category, with computers and hardware seeing a 38% increase in spending.
• Home/health products (a new category introduced due to the pandemic) are expected to add $2B to overall BTS spending.
• Apparel and school supplies are declining in spending, with clothing down 10% and school supplies down 13% YoY.

4. Consumer Preferences Changing

• Neighborhood formats are trending, with grocers and drugstores gaining share due to local shopping preferences.
• Children's influence on tech purchases is rising, with 69% of parents reporting that their children influence computers and hardware decisions, up from 54% in 2019.

5. Retailer Opportunities

• Retailers that are nimble and responsive to changing consumer needs will have a better chance of success.
• Safety, convenience, and digital experience are becoming central to consumer decision-making.
• Online engagement is expected to grow, but in-store experiences remain important for the final-mile delivery.

Conclusion

The back-to-school season in 2020 is marked by uncertainty, health concerns, and a shift in spending towards technology and digital learning tools. Retailers must adapt to these changes by offering safe, convenient, and digital-friendly shopping options. The survey underscores the importance of flexibility, trust, and a focus on health and safety in meeting the evolving needs of consumers during this unprecedented time.