Back-to-School Special Coverage
How COVID-19 is Impacting Consumer Spending
As COVID-19 continues to unfold, NPD is uniquely positioned to help you understand and react to changes as they happen. As the leading provider of sales tracking data covering stores and e-commerce, we report on what is actually occurring in the marketplace.
We will be updating this page frequently with data, expert analysis and other resources to help you navigate this challenging time.
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U.S. Consumption Trends by Week
General Merchandise: Dollar Change Versus Year Ago
Compared to last year, U.S. general merchandise dollar sales increased 10% in the week ending September 19.
Source: The NPD Group/Point-of-Sale Early Indicator Report, NPD Universe, WE Sep 19, 2020
Industries Included: Apparel, Footwear, Auto Aftermarket, Watches, Housewares, Small Domestic Appliances, Toys, Video, Sports Accessories, Consumer Technology, Office Supplies, Prestige Beauty, Juvenile Products
Back-to-School Spending: Dollar Change Versus Year Ago
Total back-to-school* spending increased versus the prior year during the first two weeks of September.
Source: The NPD Group/ Retail Tracking Service
*The back-to-school defined universe is a segmentation based on key categories essential for the start of the school year across technology, office supplies, athletic footwear, small appliances, and apparel.
Back-to-School (BTS) Industry Perspectives:
“Uncertainty, unique needs, and continuous change will be driving forces behind the 2020 back-to-school shopping season. Traditional back-to-school spending will be delayed and compressed, while other spending will be pushed beyond the traditionally defined season and linger longer as parents acclimate to the new schooling environment. Consumers living and purchasing in the here and now is impacting every industry, and stay-at-home learning will have a widespread effect on our lives, and retail, that goes well beyond educational needs. Retailers across many industries need to remain at the ready for the consumer dash when the next ‘need bell’ rings.”
“With schools delaying start dates to formalize a fall reopening plan and shoppers delaying purchases to last minute, September has seen year-over year BTS gains in the first two weeks.”
“In many ways, the 2020 BTS season began in March as students rushed to purchase PCs, printers, and other productivity accessories in order to finish out the school year. Sales of PCs surged this summer, reaching historic levels in July and August. At the same time, supply-component shortages, manufacturing slowdowns, and shipping delays have all led to low inventory levels of PCs during a time when demand has never been higher.”
“Parents will still buy clothes for their kids this BTS season, but basics and comfort categories will play bigger roles. Apparel purchases will be more spanned out, as many kids will be learning remotely to some degree, and won't need a full wardrobe to show off in their first weeks of school.”
“Sales of educational book categories surged after COVID-19 lockdowns, however, sales have recently started to slow down. Consumers have secured what they think they need for BTS, whether they are schooling from home or in person.”