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1、Back-to-school(BTS)season in the USInsights and instructions for 2024June 2024Lesson plan2A G E N D A01Opportunity Size03Shopper Profiles05Summary02Timing04Category Trends3Opportunity SizeFigures on spending,online shopping proclivity,and breadth of items on listsThe salutatorian of all the Retail s

2、hopping seasons4This year BTS spending is expected to continue its upward trajectory and hit a record high.$135B+22%+310KTotal BTS spending across K-12 and college shoppers for 2023 in the US.Year-over-year(YoY)growth recorded in 2023 for total BTS spending of K-12 and college shoppers in the US.Num

3、ber of additional college students projected to enroll in the US for 2024(up 2%from 2023)and the highest total enrollment figure since 2019.O PPO R TU N I TY S I Z ESources:Statista Total combined back-to-school and back-to-college spending in the U.S.2023;U.S.college enrollment and forecast 1965-20

4、315BTS customers are frequent online shoppersS H O PPI N G PR E F E R E N CE%of BTS Survey Respondents When Asked,“In general,how do you prefer to shop?”BTS shoppers enjoy a mix of in-store and online shopping.Of the 56%of BTS shoppers who prefer to buy online,72%of them shop online at least weekly.

5、Source:First Party Microsoft Survey,2024,n=1,092 US participants.15-minute online survey,must be 18-65y/o,must be planning to do back-to-school shopping in 2024In-store,44%Online,34%Buy-Online-Pick-up-In-store,22%10%33%29%21%8%Daily2-3 times per weekAt least once a weekAt least once a monthLess than

6、 once a month%of BTS Survey Respondents When Asked,“In general,how often do you online shop?”56%M I CR O S O F T F I R S T PA R TY S U R V E Y72%BTS shopping lists are expansiveS H O PPI N G L I S T CA TE G O R I E S6Carrying products in any of the 8 categories below means you must anticipate and pl