Back to School & College 2018

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Back-to-school and college shopping are two of the biggest retail events of the year. Combined, households spend more on the back-to-class season than on winter holidays, according to the National Retail Federation. With back-to-college total spending expected to be at its highest, $55.3 billion, and back-to-school spending expected to reach $27.5 billion, back-to-class will be an estimated $82.8 billion market. According to TVB’s 2018 analysis, school start dates vary from August 1st through the first week in September, and with the NRF’s survey finding that most back-to-class shopping will start 3 weeks to 1 month before the first day of school, families and students start back-to-class shopping well in advance. Retailers can drive an increased back-to-school/college consumer spending by using local broadcast television to geographically target all shoppers.

According to the NRF & TVB’s analysis, some major back to school insights are:

  • Planned back-to-school total spending is projected to be $27.5 billion and projected back-to college spending is projected to be $55.3 billion, making back-to-class a major spending event of 2018.
  • Planned back-to-school and back-to-college household spending in 2018 is projected to be $685 and $942 respectively.
  • School start dates vary from market to market; the earliest start date is August 1st and latest start date is September 5th.
  • Local TV allows advertisers to target geographically.
  • Broadcast television delivers back-to-school ratings & reach.
  • Broadcast TV delivers major back to school categories such as clothing, electronics, shoes, and school supplies.
  • One in four K-12 students are Hispanic, and Hispanic back-to-school shoppers spend $148 more than the average shopper.
  • Broadcast TV reaches online shoppers, and influences traffic and search selections.

  • Source: NRF 2018 Back-to-School/College Spending Survey


    Source: NRF 2018 Back-to-School/College Spending Survey

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