What’s Hot for Back-To-School?

Each year at this time, NPD’s Industry Experts review what’s happening in their industries and try to anticipate what kids will want and what parents will buy as back-to-school season approaches. Here’s our outlook for Back-to-School 2004.

“In electronics categories, we expect to see strong demand for smaller products that offer mobility and connectivity. As happened in 2003 at back-to-school time, consumers’ purchases during this year’s school shopping season will move away from the traditional school-time PC focus as consumers continue to embrace a wider array of CE products – especially products that support the growing importance of digitized content. Watch for retailers, manufacturers and customers to expand the concept of ‘back-to-school’ to include products that offer multiple features in a small form factor, particularly if they can integrate entertainment content into the mix. Examples include cell phones, especially fully-featured ones with cameras and color screens, microphones, handsets and headsets; Web cameras that enable video messaging and instant chat; and small LCD TVs that provide high-quality TV pictures but can also double as auxiliary PC monitors.”
Stephen Baker, NPD Techworld director of industry analysis


“Back-to-school always means ‘stock up on the staples’ when it comes to fashion purchases – jeans, tee shirts, underwear, socks and athletic footwear are the perennial back-to-school winners. This year, we’ll see stronger sales of ath-leisure footwear such as retro-inspired running shoes and wrestling shoes for fashion-forward students. We anticipate this fall will mark the return of higher-priced jeans, although probably not priced over $90 as we saw a few years ago. Accessories will continue to be important ‘investment purchases’ as consumers realize they get more use per week – and therefore more bang for the buck – from pricier accessories than from expensive outfits. They’re learning that the right $100 bag or shoes paired with reasonably-priced clothing makes the wearer look like she knows how to dress more fashionably than the person who opts for dressing head-to-toe in the display outfit in the store window.”
Marshal Cohen, NPD chief industry analyst/NPD Fashionworld

“Although teachers' school supply lists have the greatest influence on parents' back-to-school purchases, children also have significant influence over what's in their backpacks when they head to school in the fall. That means licensed products will be everywhere this back-to-school season, thanks to summer box office hits and movies that will hit theaters this fall. The summer success of 'Spider-Man 2' will make this character a popular choice for everything from backpacks, notebooks and folders to educational software and toys. Other movie tie-ins that will be big business at back-to-school time will be Shrek, Harry Potter, Garfield and Spongebob Squarepants. In addition to these important licenses, we anticipate back-to-school consumer spending will be strong in the educational software and educational toy categories, as well.”
Michael Redmond, NPD Funworld senior industry analyst

“In the housewares categories, this year’s back-to-school season will mean a late-August surge in products that fit well into dorm life: curling irons, hairdryers, lighted mirrors, toaster ovens and sandwich makers. Single-serve coffeemakers are also expected to be hot back-to-school items this year because of the convenience and compatibility with dorm life that they offer.”
Peter Greene, NPD Houseworld vice president