The 2016 Back-to-college spending survey presents the spending habits of college students and their parents including when and where they’ll shop, how much they’ll spend, and on what products. https://www2.deloitte.com/us/en/pages/consumer-business/articles/back-to-college-survey.html

1. Back-to-College Survey 2016
Two sides of the shopping story

2. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 2
Key Insights & Findings
Deloitte’s 2016 Back-to-College Survey
Spend is likely to remain robust this year with parents and students differing slightly in
their spending and expectations
Shoppers expect to spend most in physical stores, but the influence of digital is pervasive
Students are budget conscious, and expected spending varies over the course of the
college experience
• Parents forecast average spend of $1,345, whereas students forecast $1,082
• While college supplies and clothing still dominate the lists for both college parents and students,
students are more likely to predict spending on technology products—the most expensive category
• While 57% of students say they will contribute over half of the Back-to-College funds, only 16% of
parents agree
• In-store prevails over online for most shopping categories, but students expect to purchase the
majority of their college supplies and tech products online
• 82% of students and 74% of parents will do research online before purchasing products in-store
• 65% of parents and 50% of students are buying fewer traditional college supplies in light of
digital technologies
• 45% of students will look to social media, mostly to find the best deals
• 83% of students will buy used books and seek free shipping options to stretch their back-to-
college funds
• Spending trends downward over the college lifecycle, peaking with freshman and reaching a low
point with seniors

3. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 3
Parent vs. student shoppers

4. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 4
College supplies and clothes/shoes top the list of products that
parents and students plan to buy
“Please select the products you plan to purchase for
your student”
2%
3%
7%
14%
15%
17%
23%
8%
8%
13%
14%
27%
32%
34%
44%
50%
75%
80%
44%
of parents plan
to spend on
tech products
Source: Deloitte in-house survey
Note: Parent survey sample size (N) = 750; Student survey sample size (N) = 1,200; Multiple select question
Technology products
Other products10%
9%
12%
21%
17%
20%
25%
20%
9%
13%
21%
31%
30%
46%
36%
44%
78%
89%
55%
of students plan
to spend on
tech products
Parents Students
“Please select the products you plan to purchase for
yourself”
College supplies
Clothes/shoes
Shower and bathing items
Dorm accessories and supplies
Backpack or book bag
Kitchen and dining supplies
College-branded gear or supplies
Dorm furniture
Television
Luggage
Jewelry/handbag/personal accessories
Computer
Printer or other computer hardware
Cell phone/smart phone
Computer software/small accessories
Tablet, e-reader
Wearable device
Game console

5. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 5
While college supplies and clothing & accessories top most
parents’ shopping lists, computer shoppers spend the most
Average spend planned by parents: $1,345
Source: Deloitte in-house survey
Note: Parent survey sample size (N) = 750; Spending on Voice and mobile data plans (Avg. $124) is not shown on this slide
Avg. category spend is calculated only for the respondents who plan to purchase the above mentioned category
By category
36% plan to buy
Computers &
Hardware
Avg. spend $673
21% plan to buy
Electronic Gadgets
Avg. spend $392
86% plan to buy
College Supplies
Avg. spend $521
75% plan to buy
Clothing &
Accessories
Avg. spend $312
61% plan to buy
Household
Appliances &
Supplies
Avg. spend $253
47% plan to buy
Dorm Furniture &
Supplies
Avg. spend $321
Parents

6. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 6
Students are also most likely to seek basic supplies but they
spend most on computers when they shop the category
Average spend planned by students: $1,082
Source: Deloitte in-house survey
Note: Student survey sample size (N) = 1,200; Spending on Voice and mobile data plans (Avg. $84) is not shown on this slide
Avg. category spend is calculated only for the respondents who plan to purchase the above mentioned category
44% plan to buy
Computers &
Hardware
Avg. spend $473
32% plan to buy
Electronic Gadgets
Avg. spend $378
94% plan to buy
College Supplies
Avg. spend $388
55% plan to buy
Household
Appliances &
Supplies
Avg. spend $196
79% plan to buy
Clothing &
Accessories
Avg. spend $202
By category
40% plan to buy
Dorm furniture &
Supplies
Avg. spend $279
Students

7. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 7
Students claim they will contribute more to the back-to-college
budget than parents expect they will cover
Source: Deloitte in-house survey
Note: Students survey sample size (N) = 1,200; Parents survey sample size (N) = 750
2%
6%
12%
19%
16%
16%
25%
12%
24%
25%
21%
8%
6%
2%
0%
1-10%
11-25%
26-50%
51-75%
76- 99%
100%
Parent vs. student opinion: “Student contribution to total back-to-college shopping budget”
57%
of students plan to contribute
more than half of budget
16%
of parents expect their kids to
contribute more than half of
budget
Parents Students

8. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 8
In-store remains the preferred shopping channel, particularly
among parents
*Undecided (In-store/Online)
Source: Deloitte in-house survey
Parents sample (N) = 750; Students sample (N) = 1,200
Parents
21%
$284
Undecided*
?
25%
$341
Online
54%
$720
In-store
Students
24%
$266
Undecided*
?
35%
$377
Online
41%
$440
In-store
Spending by channel

9. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 9
Students shop online more than parents, but preferred channel
varies by category
Source: Deloitte in-house survey
13%
17%
20%
25%
31%
34%
70%
63%
61%
51%
44%
43%
17%
20%
18%
24%
24%
23%
Parents Students
17%
27%
26%
38%
38%
43%
61%
52%
49%
32%
34%
34%
23%
21%
25%
30%
28%
22%
Household appliances
& supplies
Clothing &
accessories
Dorm furniture &
supplies
Electronic gadgets
College supplies
Computers &
hardware
In-StoreOnline Undecided (Online/In-store)
Category
Category spend by channel (%)

10. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 10
Parents favor traditional venues, whereas students are more
likely to purchase online
“In what types of retail environments do you plan to do your back-to-college shopping?”
Source: Deloitte in-house survey
Note:; Parents survey sample size (N) = 750; Students survey sample size (N) = 1,200; Multiple select question
6%
11%
12%
17%
19%
21%
21%
23%
23%
24%
30%
39%
46%
51%
53%
63%
Catalogs
Off-price stores
Consignment shops/thrift stores
Drug stores
Fast fashion apparel retailers
Specialty clothing stores
Supermarkets
Home electronics stores
Dollar stores
Home furnishings and housewares
stores
Warehouse membership clubs
Office supply/technology stores
Online sites
Traditional department stores
Discount/value department stores
Bookstores/college bookstores
7%
11%
13%
15%
22%
22%
23%
23%
25%
30%
31%
41%
41%
43%
64%
71%
Catalogs
Off-price stores
Warehouse membership clubs
Drug stores
Home furnishings and housewares
stores
Consignment shops/thrift stores
Fast fashion apparel retailers
Specialty clothing stores
Home electronics stores
Dollar stores
Supermarkets
Traditional department stores
Office supply/technology stores
Discount/value department stores
Online sites
Bookstores/college bookstores
Parents Students

11. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 11
With the rise of digital, parents and students are researching in-
store purchases online and buying fewer traditional college supplies
“Please indicate your level of agreement with the following statements (% who agree or somewhat agree)”*
Source: Deloitte in-house survey
Note: Parents sample size (N) = 750; Students survey sample size (N) = 1,200; * Percent represents respondent who agreed or somewhat
agreed with statements.
50%
79%
82%
69%
65%
71%
74%
87%
I'm buying fewer traditional college supplies because of
digital technologies in and out of the classroom
I am more likely to purchase from online retailers who
offer free shipping during the B2C shopping season
Do research online first before purchasing B2C products
in a store
Shop at different points throughout the summer to take
advantage of deals
Parents Students

12. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 12
“Which of the following payment methods will you likely use for your back-to-college purchases?”
Source: Deloitte in-house survey
Note: Parents survey sample size (N) = 750; Students survey sample size (N) = 1,200
Parents Students
50%
67%
44%
7%
5%
1%
67%
57%
57%
12%
8%
2%
Debit Card
Credit Card
Cash/Check
Gift Card
Digital Payment
Other
Parents most often shop with credit cards, whereas students
favor debit cards

13. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 13
A deeper dive on students

14. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 14
Seniors are likely to spend the least compared to shoppers from
other grades
“How will your spending this year on back-to-college items compare with what you spent last year?”
Source: Deloitte in-house survey
Note: Freshmen (n) = 165; Sophomore (n) = 291; Junior (n) = 317; Senior (n) = 281; Graduate (n) = 146
66%
27% 30%
19%
31%
25%
32%
42%
43%
36%
9%
41%
28%
38% 34%
Freshmen Sophomore Junior Senior Graduate
Expect to spend
less
Expect to spend
the same
Expect to spend
more
1. Need more items
2. Need more expensive items
3. Prices are generally higher
1. Need fewer items
2. Need less expensive items
3. My household has less money
Why do you plan to spend “more”? Why do you plan to spend “less”?
Avg.
Spend
$1,352 $1,096 $845$1,120 $1,129

15. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 15
Most students plan to shop during the traditional back-to-college
season, with early shoppers spending more
Source: Deloitte in-house survey
Note: Sample size (N) = 1,200
“When are you likely to begin your back-to-college shopping?”
July
0%
September OctoberAugustEarlier than July
6%
EarlyinJuly
18%
LaterinJuly
30%
EarlyinAugust
32%
LaterinAugust
11% 2%
~86%
$349 $323 $309 $293 $270 $259
Avg.
Spend

16. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 16
Male students will spend considerably more on tech products
compared to female students
Source: Deloitte in-house survey
Note: Male Students (n) = 526; Female Students (n) = 674
Avg. category spend is calculated only for the respondents who plan to purchase that category
$ 517 Computer & Hardware $ 428
$ 434 Electronic Gadgets $ 308
$ 397 College Supplies $ 381
$ 265 Dorm Furniture & Supplies $ 290
$ 216
Households Appliances &
Supplies
$ 182
$ 205 Clothing & Accessories $ 199
Male Avg. spend: $1,196 Female Avg. spend: $994Category

17. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 17
Most students will use their smartphones during the shopping
journey, but they will look for information rather than inspiration
“Device you use or plan to use for back-to-
college shopping: smartphone/tablet*”
60%
61%
63%
68%
69%
Access a retailer's website
Get product information
Access a mobile shopping app
Get price information
Find a store location
“With regard to your back-to-college shopping, for what
purposes would you be using/would you likely use a
smartphone?#”
71%
Source: Deloitte in-house survey
* Who own a smartphone (n = 1,163) or a tablet (n = 675)
# Multiple select question
SmartphoneTablet
49%
53%
57%
59%
60%
Make a purchase
Shop online
Get product information
Get price information
Access a retailer's website
41%

18. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 18
45%
Use of social media is high among students and helps them to
navigate the best deals
“Do you plan to use social media sites
to assist in your back-to-college
shopping?”
32%
64%
64%
66%
71%
To visit retailers' pages on social
networking sites
To read reviews/recommendations
To browse products
To receive a coupon
To find out about promotions/view ads
“With regard to your back-to-college shopping, how do you plan to use social
media sites?#”
Source: Deloitte in-house survey
Note: Sample size (N) = 1,200; # Multiple select question

19. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 19
Budget-conscious students will buy used books or rent to stretch
their back-to-college funds
83%
67%
55%
Will buy more used textbooks to help stretch my budget
Will rent more textbooks to help stretch my budget
Prefer to purchase from retailers that offer an option to BOPUS**
or buy online/return to store this B2C season
“Please indicate your level of agreement with the following statements (% who agree or somewhat agree)*”
Source: Deloitte in-house survey
Note: Sample size (N) = 1,200. * Percent represents respondents who agreed or somewhat agreed with statements.
** Buy online pick Up in store

20. Back-to-College Survey 2016Copyright © 2016 Deloitte Development LLC. All rights reserved. 20
About the survey
The surveys were commissioned by
Deloitte and conducted online by an
independent research company from June
22 – 27, 2016. The study involved two
surveys, which polled a sample of 750
parents with college-going children and
1,200 college-going students, and has a
margin of error for the entire sample of
plus or minus three percentage points.
As used in this document, “Deloitte” means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its
subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.