SHOPA survey reveals that consumers go back to basics

Drug Store News, March 4, 2002 by Antoinette Alexander

DAYTON, Ohio -- Economical and fundamental school supplies upstaged those that were trendy and fashionable in 2001 as shoppers, worried over the weakening economy, watched their dollars, according to the annual School, Home and Office Products Association survey. In 2002, retailers could see more of the same.

The findings are based on the fourth annual SHOPA-sponsored survey of major retailers in the United States. Stockwell Associates conducted the telephone survey Sept. 17 to Nov. 5, after the close of the traditional back-to-school season. Forty-seven firms participated in the questionnaire.

"Retailers thought the majority of BTS consumers were frequently buying only what they needed this year, rather than trading up to fashion, upscale or licensed goods. Consumers also exhibited high degrees of price comparison shopping," the survey stated. One example of this shift from trendy to basic is the gel pen--whose well seemed to run dry among young shoppers, according to retail respondents, however no specific figures were discussed.

According to retailers' sales trend figures, same-store BTS dollar sales rose 2.1 percent. Same-store unit sales climbed 2.2 percent. More than half (51 percent) of respondents stated that 2001 BTS dollar sales were up compared with 2000, while 31 percent of retailer respondents reported a decrease. Same-store 2001 BTS unit sales were up for 55 percent of the firms, while 33 percent showed a decrease.

Looking to 2002, the majority (75 percent) of respondents predict that consumers will continue to focus on the basics and low-cost functionality, especially if the economy doesn't see an upswing.

However, some retailers believe that low-cost and fashion could co-exist in 2002. If that is the case, however, reasonably priced products that feature solid colors, translucent colored plastics or metallics are expected to outperform the once-hot fur-covered, glittered or velvet-wrapped BTS supplies.

Additional projected growth categories in 2002 include computer-related and printer supplies and accessories, such as printer paper and photo printer paper; rolling-type backpacks and clear backpacks; and poly binders and other accessories made of poly material. Other growth categories include college dorm room supplies and organization products; lunch kits, primarily because more children may be bringing their lunches to save money; fashion binders; and more conservative black and blue ink gel pens.

Only two categories were mentioned as projected slower-growth categories: gel pens that are more trendy, such as the glitter ink and marble-effect, and accessories such as black paper and black covered notebooks.