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2014 Back-To-School Survey

Rising to the head of the class

The back-to-school season is upon us again and it continues to evolve. The Internet is climbing as one of the top shopping destinations; mobile and digital continue to influence the purchase process; and the dedicated summer shopping season is seemingly of less importance as consumers will wait until the last minute to shop — with some even completing their purchases after the school year begins. It is no longer your parents’ back-to-school season and we are exploring what is driving consumers’ decisions in 2014.

Deloitte’s seventh annual Back-to-School Survey and its second annual Back-to-College Survey, conducted July 5-10, 2014, reveal the latest trends likely to impact spending for parents with children in grades K-12 and college. These insights can serve as a valuable resource in offering retailers guidance for making promotion decisions that could send them to the head of the class.

Take a deeper dive into both survey’s findings by reading Deloitte’s press release and downloading the PowerPoint slides and infographics below.

Featured insights

  • Press Release: Back-to-school shoppers teach new lessons
    Traditionally one of the most anticipated trips of the year for parents and children alike, back-to-school shopping may no longer be the experience it once was among U.S households, according to Deloitte’s Back-to-School and Back-to-College surveys.
  • Rising to the head of the class: 2014 back-to-school and back-to-college survey results
    Digital, data security, and social media are among the key impacts identified in this year’s survey. Read on for more results.
  • Infographic: Back-to-school highlights
    More than half (51%) of respondents are concerned about the protection of their personal data when shopping in the physical store. View our infographic for additional insights.
  • Infographic: Back-to-college highlights
    44% of households plan to use social media sites in their back-to-college shopping. View our infographic for additional insights.

For media inquiries, contact:

Courtney Flaherty
Deloitte Services LP
Public Relations
+1 203 905 2708

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Related resources

  • Back-to-School 2013
    Making the grade.
  • The new digital divide
    Retailers, shoppers, and the digital influence factor.
  • Global powers of retailing 2014
    Retail beyond begins.

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