Win Today's Back-To-School Shopper  10/7/2016

NPD Office Supplies Industry Analyst Leen Nsouli discusses the back-to-school season and how K-12 shoppers differ from college shoppers. These insights can help you target specific demographics based on their in-store preferences.

Here are some highlights:
  • Back-to-school makes up 35% of dollar sales that are done during the year in the office supplies category.
  • Back-to-school brings in a variety of shoppers including moms, dads and teachers.
  • The K-12 shopper is looking for a well stocked school supply section, quality school supplies and the store advertised brands and prices.
  • The collage shopper is looking for other products across multiple departments i.e. dorm room.

About NPD:
Pens, planners, pencils, pushpins, paper, paint, plus dozens of other things that don’t start with the letter “p.” If it’s sold at an office supply store, we know about it.  Companies monitor their competition and examine which brands and products are selling with our point-of-sale (POS) office supplies market research. With detail at the category, brand, item, and product attribute levels, we give manufacturers, retailers, and financial analysts a better read on what’s happening in the market. Our data reflects actual sales reported by all major channels representing 95% of the retail market in the U.S.

Our office supplies market research helps companies make more informed product development and marketing decisions and deliver effective client sales presentations. In addition, we combine NPD’s pervasive retail footprint with Nielsen’s analytics solutions to enable clients to optimize marketing programs, including marketing mix analysis.

For more information, visit NPD's website or contact Leen Nsouli at

Leen Nsouli

Director, Industry Analyst, Office Supplies
The NPD Group

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