Back to School & College 2019

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Back-to-school and college shopping are big retail events each year. With back-to-college total spending expected to be $54.5 billion, and back-to-school spending expected to reach $26.2 billion, back-to-class is estimated to be an $80.7 billion market.

According to Deloitte’s survey, shopping starts early in advance of school start dates, which varies by market. Retailers can drive increased back-to-school/college consumer spending by using local broadcast TV to geographically target all shoppers.

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

  • Planned back-to-school total spending is projected to be $26.2 billion and back-to college spending is projected to be $54.5 billion, making back-to-class a major spending event of 2019.
  • School start dates vary from market to market; the earliest start date is August 5th and latest start date is September 5th.
  • In homes with a child, women are primarily the principal shoppers for BTS.
  • Local TV allows advertisers to target geographically.
  • Broadcast television delivers back-to-school ratings & reach.
  • Majority of back-to-school shoppers are likely to purchase their school supplies from big department stores such as Walmart, Target, & Dollar Tree.
  • Broadcast TV delivers major back-to-college categories such as electronics, clothing, and dorm/apartment furnishings.
  • Broadcast TV reaches online shoppers, and influences traffic and search selections.


Source: NRF 2019 Back-to-School/College Spending Survey


Source: NRF 2019 Back-to-School/College Spending Survey

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