SHOPA survey shows back to school trends

Office World News, Jan 2000

U.S. Households Spent More Overall for Back to School Supplies in 1999

DAYTON, OH-While high school and college students and their parents spent more for basic school supplies in 1999, back-to-school expenditures per child went down in households with students in pre-school, elementary, and middle/junior high school.

Nonetheless, back-to-school expenditures overall (excluding apparel and shoes) reached approximately $6.9 billion in 1999 (an increase of approximately 6% per U. S. household over 1998 figures).

In a survey conducted by the School, Home, and Office Products Association (SHOPA), results from nearly 700 respondents indicated that more than 75% of price-coils cio us parents were joined by students in their households to shop for school supplies in discount stores (a destination for more than half of those surveyed), office supply superstores, and drug stores.

"Price was again the primary reason why respondents planned to and actually shopped for school supplies at a particular destination," said Steve Jacober, SHOPA president.

The study found that other primary motivators for where to shop included "quality merchandise," "in-stock," and "wide selection." When deciding which items to purchase, factors cited included "on the school list," "product quality," "being on sale," and "everyday low price."

"The implication is that the market for school supplies continues to grow," commented jacober. "There is a growing segment of baby boomers whose children are raising student populations in all grade levels through college. Students say they are in need of more and more school supplies to meet homework and performance demands. And the additional numbers of computers purchased each year have all contributed to the burgeoning school and office supply industry. In fact, our research shows that the home computer has become an additional consumer of traditional school and office supplies. SHOPA is therefore working closely with our member companies and consumers in working to assure that we make the best educational tools available to students, teachers, and parents."

SHOPA founded in 1991, is a nonprofit trade association representing more than 1,800 manufacturers, manufacturer representatives, wholesalers, distributors, retailers, commercial/contract stationers, and service companies involved in the production, distribution, and sale of school supplies and office products through mass retail and commercial channels.