Executive Briefings

As Teens Spend Less, Retailers Have to Remodel Their Marketing Strategy

Teens are shopping like their parents during the back-to-school season, and that's putting a lot of pressure on retailers to change the way they market to them.

As Teens Spend Less, Retailers Have to Remodel Their Marketing Strategy

Gone are the spending sprees, starting weeks before school bells ring. More teens are thrifty nowadays, a habit picked up from their recession-scarred parents.

Today's kids recycle more clothes from the previous school year, mixing and matching the old with the new for different looks. They also shop year-round for things they need so they're spending less money this time of year.

When they do buy, they're less likely to get anything that's not on sale. And the number of kids who'll reuse last year's items rose to 39 percent from 26 percent between 2011 and 2015, says a Deloitte LLP poll of 1,000 parents.

And when teens shop, they're spending less.

Read Full Article

Gone are the spending sprees, starting weeks before school bells ring. More teens are thrifty nowadays, a habit picked up from their recession-scarred parents.

Today's kids recycle more clothes from the previous school year, mixing and matching the old with the new for different looks. They also shop year-round for things they need so they're spending less money this time of year.

When they do buy, they're less likely to get anything that's not on sale. And the number of kids who'll reuse last year's items rose to 39 percent from 26 percent between 2011 and 2015, says a Deloitte LLP poll of 1,000 parents.

And when teens shop, they're spending less.

Read Full Article

As Teens Spend Less, Retailers Have to Remodel Their Marketing Strategy