Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Women Favor Discounters for Back-to-School

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Women Favor Discounters for Back-to-School

Article excerpt

Women are more likely than men to do their 2006 back-to-school shopping at discounters and drugstores, while men are more likely to shop at specialty stores and department stores, according to BIGresearch and the National Retail Federation.

Women spend most on clothing and accessories for back-to-school--$242.07 on average, while men spend most on computers and electronics--$276.88.

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Women are almost twice as likely as men to say their children influence 100% of their back-to-school purchases (see chart at right). Women with teens at home say their teens spend $73.79 of their own money on back-to-school shopping, while men say their teens spend only $69.17. [CONSUMER SPENDING & ATTITUDES]

[GRAPHIC OMITTED]

WHERE WOMEN AND MEN SHOP FOR BACK-TO-SCHOOL
(multiple responses allowed)

                     Women  Men

     Discount store   77%   68%
   Department store   52%   55%
Office supply store   33%   39%
    Specialty store   27%   35%
          Drugstore   19%   14%
             Online   15%   16%
            Catalog    5%    5%

SOURCES: BIGresearch and the National Retail Federation, July 2006

Note: Table made from bar graph.

WHEN WOMEN AND MEN START BACK-TO-SCHOOL SHOPPING

                         Women  Men

    At least two months   16%   17%
   before school starts

 Three weeks to a month   45%   39%
   before school starts

One to two weeks before   29%   37%
          school starts

 The week school starts    7%    6%

    After school starts    4%    1%

SOURCES: BIGresearch and the National Retail Federation, July 2006

Note: Table made from bar graph. … 
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