2021年返校季报告（英）-25页_791kb

2021 Deloitte Back-to-College Survey Summary

Core Content

The 2021 Deloitte Back-to-College (BTC) Survey provides insights into consumer behavior and spending trends as students return to campus following the pandemic. The report highlights the shift in shopping habits, increased confidence in the economy, and the growing importance of technology in college preparation.

Main Findings

Signs of Optimism

• Economic Confidence: 46% of consumers are more confident about the economy's prospects compared to 14% in 2020.
• Expectation of Improvement: 43% of consumers expect the economy to improve in the next six months, up from 31% in 2020.
• Household Financial Situation: 75% of households report their financial situation is the same or better than last year, compared to 65% in 2020.
• Health and Safety Concerns: Parental anxiety about sending children back to college has decreased significantly, from 62% in 2020 to 34% in 2021, driven by strong vaccination rates.

An Urge to Splurge

• Total Spending: Consumer spending on BTC items is projected to reach $26.7 billion in 2021, up 5% YoY.
• Average Spend per Child: $1,459, up 8% from $1,345 in 2020.
• Middle-Income Families: Spending by middle-income families rebounds to $1,508 per child, up from $1,275 in 2020.
• Top Investment Categories: Electronic gadgets and digital subscriptions, computers and hardware, and dorm and apartment furniture are the top categories for middle-income families.

Timeless Tendency Toward Tech

• Online Spending: 35% of BTC budgets are expected to be spent online, similar to the previous year.
• Tech Growth: The tech category is expected to grow by 16% YoY, driven by the shift to digital education.
• Retail Formats: Home electronics stores and online retailers are favored for tech purchases, with 34% of BTC shoppers planning to visit home electronics stores.

Season in Transition

• Social Media Usage: BTS shoppers are twice as likely to use social media compared to BTC shoppers.
• Tech Shopping Tools: 44% of BTS shoppers plan to use tech shopping tools, compared to 29% of BTC parents.
• Digital Wallets and Voice Assistants: These are the most commonly used tech shopping tools among both groups.

Key Insights

• Shift in Behavior: The pandemic accelerated digital adoption, and many of these behaviors are now expected to persist.
• Retail Opportunities: Retailers that can adapt to the new shopping behaviors and leverage the increased tech spending are well positioned.
• Confidence and Clarity: Improved economic sentiment and clarity about campus reopenings are driving earlier and more confident spending.
• Social Media and Tech Tools: These are increasingly used in the shopping journey, especially by BTS shoppers, offering new marketing and engagement opportunities.

Spend and Category Trends

• Category Growth: College supplies, dorm/apartment supplies, and household appliances are seeing increased spending.
• Clothing and Accessories: Sales are on the rise as students return to campus.
• Disinfecting Products: These are newly included in the BTC spend category, with an expected $0.5B in spending.

Channel and Format Preferences

• In-Store vs. Online: Mass merchant stores are the most preferred for traditional categories, while home electronics stores and online-only retailers are favored for tech.
• Percentage of Spend by Format:
  • 29% Mass merchant stores
  • 16% Online-only stores
  • 14% Bookstores (on-campus)
  • 13% Home electronics stores
  • 2% Office supply or technology stores
  • 4% Bookstores (off-campus)
  • 2% Dollar stores
  • 4% Warehouse membership clubs

Digital Adoption

• Social Media Use: BTS shoppers are more likely to use social media for research and decision-making.
• Tech Tools: Both BTC and BTS shoppers use digital wallets and voice assistants, but BTS shoppers are more likely to use other tech tools.

Methodology and Sample

• Survey Timing: Conducted from May 28 to June 17, 2021.
• Sample Size: 941 parents of college-aged children.
• Methodology: Online survey conducted using an independent research panel.

Contributors

• Rodney R. Sides: Vice chairman and US leader, Retail & Distribution, Deloitte LLP
• Stephen Rogers: Executive director, Consumer Industry Center, Deloitte Services LP
• Bryan Furman: Retail sector specialist, Retail & Distribution, Deloitte Services LP
• Lupine Skelly: Research leader, Retail, Wholesale & Distribution, Consumer Industry Center, Deloitte Services LP

Conclusion

The 2021 BTC Survey indicates a strong rebound in consumer confidence and spending, with a notable shift toward digital tools and tech products. As students return to campus, retailers that adapt to these trends and understand the evolving shopping behaviors of parents and students are likely to benefit.