BACK TO SCHOOL 300 CANADIAN MOMS TALK BTS SHOPPING - 2018 REPORT - Field Agent
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BACK
TO
SCHOOL
300 CANADIAN MOMS TALK BTS SHOPPING
2 018 R EPORT
Back-to-School 2018: Making the Grade
Last year, an Angus Reid poll projected that Canadian households would
spend an average of $883 preparing for back-to-school.
Table of Contents
Any way you look at it, that’s a lot of scissors, shoes, and sandwiches.
No wonder BTS is a red-letter, make-or-break season for so many Spending on BTS 3
companies.
Supplying BTS 12
And it’s why Field Agent Canada decided to produce a back-to-school
Feeding BTS 21
report to help brands and retailers prepare for the all-important BTS
shopping season.
Clothing BTS 26
The 2018 BTS report is based on surveys with 300 K-12 moms, so you
know you’re getting a perspective that’s truly “in the know.” Let this
report help you prepare for the back-to-school shoppers right around
the corner.
Best wishes to your company this BTS season and beyond.
2
SPENDING ON BACK-TO-SCHOOL
Compared to last year, will your household likely spend
more or less on BTS shopping this year (2017-18 school year)?
47%
44%
4% 5%
Less About the same More Did not make BTS
purchases last year
4 N = 300To what extent do you agree with this statement,
“The back-to-school shopping season is a strain on my
personal budget?”
11%
13% Agree
Neutral
Disagree
My son and daughter do not
understand the concept of
money and that they can not
have everything they want, as
77%
it's typically expensive.
- Agent Quote
5 N = 300How closely do you plan to follow a school-provided shopping
list when buying school supplies for the 2018-19 school year?
26% 31% 27%
Very closely Fairly closely
Completely
7% 9%
Only a little Not at all
6 N = 300To what extent do your children influence BTS purchases in
the following categories?
Strongly influence
Somewhat influence 21%
Do not influence 36%
41%
62%
57%
55%
7% 17% Agent Photo
4%
Clothing/ Groceries for School
footwear packed lunches supplies
7 n = 300 n = 282 n = 300Which of the following are you likely to purchase for the
2018-19 school year?
96% 95% 94%
91%
85%
77%
56%
42% 42%
Footwear Food for Clothes Basic school Backpacks Hygiene items Athletic Electronics Medications/
packed lunches supplies (e.g., hand equipment/ (e.g., calulators, Vitamins
(e.g., pens, paper, sanitizer, gear computers)
glue; not tissues)
electronics)
8 N = 300In your own words, what's the most inconvenient or frustrating
part of back-to-school shopping?
The themes below were the most prominent among moms' remarks
Costs/Budget Concerns School Supplied Shopping Lists
I am a single mom and there is not much wiggle room Having to go into a store and find everything on
in the budget on any month. the school supply list. Sometimes it's hard to find
items or they are sold out.
Busy & Messy Stores Taking the Kids Shopping
Completely scattered shelves and mess everywhere Dragging all 3 kids with me store to store to get all
from ignorant parents searching for product. the stuff at the best price.
9In your own words, what could stores and/or brands do to
make back-to-school shopping easier for you?
The themes below were the most prominent among moms' remarks
Keep the Shelves Fully Merchandise All School Supplies
Stocked In One Section
Make items more clearly set out, extra Have popular school items at a section of the store
cashiers, replenish out of stock items. for easy shopping or take school lists and buy
packages for customers to pick up.
Provide Even Lower Prices/ Have School Specific Lists/
More Sales Pre-Packaged Solutions
Have school lists and know what the schools are
Provide discounts or coupons on most
asking for supplies when ordering their inventory.
back to school items.
10Audit Back-to-School
This Back-to-School season, look to Field Agent
for visibility in stores everywhere
Displays · Prices · Out-of-Stocks
Planograms · Signage · Competitors
Customer Experience
Agent Photo Agent Photo
Contact UsSUPPLYING BACK-TO-SCHOOL
Identify all the retailers from which you'll likely
purchase school supplies for Back-to-School 2018-19
89% By Comparison:
48% expect to purchase
school supplies from
AMAZON.CA
53%
50% 49%
43%
22% 20% 17%
13% 12%
4% 2% 2% 1%
Walmart Dollarama Staples Costco Superstore SDM/ Dollar Giant Indigo/ Canadian Rexall Jean London Grand &
Pharmaprix Tree Tiger Chapters Tire Coutu Drugs Toy
13 N = 300Which omnichannel methods are you moderately
likely to use for buying school supplies?
Canada (N = 300)
U.S. (N = 1,001)
52%
41%
25% 24%
17% 10% 12%
4%
In-store pickup App-based ordering Curbside pickup Voice-ordering on IPA
(e.g., Amazon Echo)
14How many brick-and-mortar stores will your household
probably visit to purchase school supplies for Back-to-School
2018-19?
69%
19%
5% 6%
1%
1 store 2-3 stores 4-5 stores more than We will not
5 stores visit any stores
15 N = 300Approximately what % of school supplies do you estimate your
household will purchase online for Back-to-School 2018-19?
27% 37% 23% 13%
0% 1-10% 11-50% 51-100%
% of those who purchase school supplies online:
74% 73%
U.S. Canada
16 N = 300Get the Pulse on
Digital Shoppers
Field Agent’s special report, “The Digital Shopper: Insights
into Today’s Most ‘Connected’ Customers,” offers
companies a rare, shopper-centered look at online retail,
with special emphasis on shoppers who go online for
“everyday” items like groceries.
Download the Free ReportWhy don’t you and your household purchase school supplies online?
Among respondents who do not shop online for school supplies (n = 82)
55%
44%
33%
20%
15%
11%
5%
My kids like It’s funner It’s harder It’s inconvenient Online retailers Prices aren’t Online retailers
going to stores to to shop to shop for to wait on don’t accept as good don’t have my
shop for school in stores school delivery coupons, online school’s
supplies supplies points, etc. supply list
online
18From which online retailers do you expect to purchase
school supplies for the 2018-19 BTS season?
Only among respondents who plan to shop online for school supplies (n = 194)
45% 21%
75%
WALMART.CA STAPLES.CA
AMAZON.CA
18% 10%
CHAPTERS.INDIGO.CA COSTCO.CA
19Where 1 is your highest priority and 6 your lowest, rank what
matters most to you when shopping school supplies for
your children.
48% 37% 7% 4% 3% 2%
#1
#2
#3
#4
#5
#6
Agent Photo
Price Quality Convenience Brand Name Design/ Habit/
Decoration Loyalty
20 N = 300FEEDING BACK-TO-SCHOOL
Which statements describe your children's meal/snack plans
for the upcoming school year?
94%
Canada (n = 300)
72%
U.S. (N = 1,001)
50%
46% 47% 26%
21%
17%
7%
2%
Pack a lunch Voluntarily Take a snack Take extra Required to
purchase lunch for non-lunch money to purchase lunch
in cafeteria consumption purchase snacks in cafeteria
22What will your children's packed lunches most likely contain?
Among household’s who pack lunches for school (n = 282)
94%
84% 81% 80% 79% 79%
55% 50%
51%
47%
Fresh or Plastic Fresh or Water Sandwich Dairy-based Juice Sandwich Packaged sweet Salty snacks
packaged fruit containers packaged or wrap foods (e.g., Orange or wrap snacks (e.g., (e.g., potato chips)
vegetables with meat (e.g., cheese) juice) with snack cakes)
something other
than meat
(e.g., peanut butter)
Plastic Bags 47%, Plastic Wrap 33%, Milk (or milk substitutes: e.g., soy milk) 23%, Candy or Chocolate 19%,
Glass containers 16%, Nuts or nut-based foods 13%, Soda 3%
23Which omnichannel services/methods are you likely to use to
obtain foods/beverages/supplies for your kids’ packed
lunches?
Canada (n = 282)
34% 31% U.S. (n = 719)
27% 23% 25%
PICKUP
18% 18% 19%
9%
5%
HERE
Curbside In-store App-based In-town grocery Voice-activated
pickup pickup ordering delivery ordering on IPA
(e.g., Amazon Echo)
24When you need a quick before-school and/or after-school meal
or snack for your kids, which one fast food restaurant best
serves your needs? Among households who feel the question applies (n = 275)
50%
43%
36%
13% 11% 8% 7% 7% 6% 6%
McDonald’s Tim Hortons Subway Wendy’s A&W Starbucks Burger Pita Pit KFC Harvey’s
King
Dairy Queen 5%, Mr. Sub 3%, Freshii 3%, Second Cup 3%, Quiznos 1%
25CLOTHING BACK-TO-SCHOOL
From which retailers (brick-and-mortar and/or online) will you
likely purchase attire and/or footwear for Back-to-School
2018-19? Among households that expect to purchase attire/footwear this year (n = 295)
65%
61%
44% 43%
37%
31%
28%
23% 21% 16%
13% 13%
Walmart Old Navy Winners Costco Children’s Sportchek H&M GAP Thrift Other American Foot
Place Shops (specify) Eagle Locker
Outfitters
Consignment Stores 12%, Amazon.ca 12%, Roots 10%, Hudsons Bay 9%, Lululemon 8%, Bluenotes 7%, Garage 7%, Forever 21 6%, Hollister 6%, Zara 5%,
Abercombie & Fitch 4%, Aeropostale 4%, Dynamite 4%, Aritzia 3%, Justice 3%, Joe Fresh 2%, Banana Republic 2%, Volcom 1%, Aldo 1%, Brown’s 1%
27What is the likelihood you will purchase clothing/footwear
online for Back-to-School 2018-19?
Canada (n = 300)
27% U.S. (N = 1,001)
25%
21% 21% 22% 22%
20%
16% 14%
12%
Completely likely Very likely Moderately Not very Not at all
likely likely likely
28Demos 2018-19
N = Crowdsourced sample of 300 K-12 Moms
Respondent Ages:
25-34 – 23%
35-44 – 53%
45-54 – 21%
55-64 – 3%
Respondents identified the age/gender of all K-12
children in their household:
BOYS (Entering into)
K-2 GRADES 34%
3-5 GRADES 19% Will at least one of your children attend school OUTSIDE the
6-8 GRADE 15%
9-12 GRADES 15%
home for the 2018-19 school year?
GIRLS (Entering into) Yes – 94%
K-2 GRADES 26% No – 6%
3-5 GRADES 20%
6-8 GRADES 14% Note: All respondents are Canadian adults and smartphone owners at least 18 years of age.
9-12 GRADES 14% The survey was completely entirely through the Field Agent mobile app.
29MAKE THE GRADE with BTS SHOPPERS
Field Agent offers instant visibility inside stores everywhere, so you
know your in-store products, prices, and promotions are at their
best when BTS shoppers pass by
Display Audits · Price Checks · Planogram Compliance
On-Shelf Availability · Competitive Intelligence · Customer Experience
Contact Us
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