(San Diego, CA; Business
Wire; July 25, 2001) Southern California consumers
are optimistic about the economy's future, and will be
demonstrating that enthusiasm by spending at least the
same amount or more this year on back-to-school shopping
versus last year, according to the ``2001 Back-to-School
Shopping Outlook Survey -- Southern California,'' a study
released today by Deloitte & Touche LLP. Over half
(59%) of the families with school-age children surveyed
plan to spend $200 or more per child on back-to-school
clothing, which most (87%) say is about the same or more
than they spent in 2000. The majority of the respondents
(70%) expect the economy to stay the same or improve in
the next 12 months.
In San Diego, the survey respondents
were slightly less optimistic than the region overall:
67% expect the economy to stay the same or improve in the
coming year, with nearly 57% planning to spend $200 or
more on back-to-school clothing.
``Consumer sentiment regarding
back-to-school spending is an encouraging sign for
retailers who have recently suffered from
flat-to-negative comp store sales trends,'' said Theresa
Drew, managing partner for the San Diego office of
Deloitte & Touche.
The additional findings of the study
included:
Internet Shopping Levels Off;
Inability to Try On Clothing and Security Woes Remain
Online shopping appears to be leveling
off, with 13% of respondents planning to buy their
back-to-school items via the Internet this year, compared
to 13% in 2000. The obstacles to Internet shopping still
remain, with the inability to try on clothing as the most
often cited response for not using the Internet to
purchase back-to-school apparel (48%). Other major
obstacles mentioned were security worries (20%), limited
selection (12%), lack of a computer or Internet access
(11%), expensive delivery/shipping charges (10%),
inconvenience (9%), and discomfort with Internet
transactions (8%).
In San Diego, Internet usage mirrored
that of the Southern California region overall, with 13%
of respondents planning to do their back-to-school
shopping via the Internet, compared to about 15% last
year.
Department Stores Replace Discount
Stores as Favored Shopping Venue
More families plan to do the majority
of their shopping in department stores, 39% this year,
versus 38% last year. Additionally, 33% prefer discount
stores, versus 44% last year; and 20% favor specialty
stores, versus 29% last year.
Department stores are also the venue
of choice for San Diego shoppers (41%), compared to
discount stores (36%), and specialty stores (17%).
Catalog Shopping Still Popular
While a larger number of Southern
California respondents (20%) plan to shop via catalogs
rather than online, that number dipped slightly from last
year (22%). As in past years, older shoppers were more
apt to say they'd use catalogs; 25% of those aged 45 and
older plan to do so, versus 15% of those aged 35-44, and
17% of those under age 34.
Quality Merchandise Continues to Be
Important Attribute
Southern California consumers continue
to rank quality merchandise as the most important
attribute (96% of respondents) they look for when
considering where to shop for back-to-school. Other
important factors included low prices (94%), convenient
store location (92%), large selection (91%), and good
customer service (91%).
San Diego shoppers ranked quality
merchandise and low prices of equal importance (97%
each), with a large selection and convenient store
location tying for second place (92% each).
Gap and Quiksilver Oft Mentioned
``Must-Have'' Brands; Skateboard Clothing Sought
Slightly more than a third (36%) of
parents said they planned to buy specific brands, a
sizable increase from last year (26%). The most often
mentioned ``must-have'' brands were Quiksilver and Gap
(17% each), followed by Levi's (12%), Old Navy (10%), and
Roxy (7%). Skateboard clothing or other items (12% of
mentions), and jeans (9%) led the most cited items.
Other supplies parents will stock up
on this back-to-school season include backpacks (45%),
plus the obvious pens, pencils, and notebooks.
Skateboards and scooters, popular in previous years, were
rarely mentioned this year. Other items that kids were
clamoring for included glitter, cosmetics, cell phones,
CDs, and hand-held and other computers.
August Remains Biggest
Back-to-School Shopping Month, But Many Waiting Until
September
The majority of respondents (72%) plan
to do their back-to-school shopping in August, while
increased numbers (14% this year versus 9% last year)
were waiting until September. A few (6%) had already hit
the stores in June and July.
About the Study
The ``2001 Back-to-School Shopping
Outlook Survey -- Southern California'' was designed to
gauge consumer opinion about how much they plan to spend
this season, where and when they plan to shop, and what
is important in a retailer. Deloitte & Touche
conducted the survey of 400 Southern California families
with school-aged children. Phone interviews were
conducted in late June and early July.
About Deloitte & Touche
Deloitte & Touche LLP, one of the
nation's leading professional services firms, provides
assurance and advisory, tax, and management consulting
services through nearly 30,000 people in more than 100
U.S. cities. The firm is dedicated to helping our clients
and our people excel. Known as an employer of choice for
innovative human resources programs, Deloitte &
Touche has been recognized as one of the ``100 Best
Companies to Work For in America'' by Fortune magazine
for four consecutive years. Deloitte & Touche is the
US national practice of Deloitte Touche Tohmatsu.
Deloitte Touche Tohmatsu is a Swiss Verein, and each of
its national practices is a separate and independent
legal entity. For more information, please visit Deloitte
& Touche's web site at www.us.deloitte.com.