Consumers may have different plans for back-to-school than the June retail results might suggest.  According the just–released SportsOneSource 2009 Back-to-School Report more parents expect to spend as much or more for sports or outdoor footwear, apparel or equipment for back-to-school this year and a clear majority are willing to forego purchases for themselves so their kids have what they need.  The survey for the SportsOneSource 2009 Back-to-School Report was conducted as part of the broader 2009 Where America Shops study that will be released by SportsOneSource in early September.

“It is clear after discussions with retailers and looking at the SportScanINFO retail point-of-sale data that mom and dad are making sacrifices this spring and summer,” said James Hartford, chief market analyst at The SportsOneSource Group.  “Sales of women’s softgoods products lag the negative market trend as a whole, and big-ticket items like fitness equipment and sets of golf irons have certainly been put on hold.  The silver lining is that those parents still intend to provide for their children’s sports and outdoor activities this fall.

Based on the preliminary data from the survey, nearly 53% of adult respondents with kids under the age of 18 said they planned to spend as much as last year for sports or outdoor footwear, apparel or equipment during the back-to-school period. Looking deeper inside the survey results may offer some hints as to the reasons why the numbers may seem more positive than expected.

SportsOneSource asked the respondents with children at home under the age of 18 if they have limited , or plan to limit, the purchase of sports or outdoor footwear, apparel or equipment for their own personal use to ensure their children would have what they need or want in those categories. 

“The answer was a resounding ‘yes,’” said Hartford.  “Over 63% of the survey respondents with children said they were limiting the purchase of product so their children would have what they need.  That may provide some clue as to why the intent to purchase numbers were as positive as they were in this survey.”

The numbers varied greatly by household income group.  While early 63% of those respondents with household incomes under $40,000 said they would forego personal purchases, only 35% of those with household incomes between $80,000 and $125,000 suggested they would do so – or needed to.  Both economic groups had similar numbers when asked if they would spend more or less this year for back-to-school, with 28% to 29% suggesting they would spend more this year.

Women were apparently more likely to skip purchasing for themselves.  While roughly 56% of men said they have limited or planned to limit purchases for their own sports or outdoor activities, more than 60% of the female respondents with children said they would do so.  The survey also found that the older a parent was the more likely they were to forego a purchase of their own and African-American and Hispanic parents were far more likely to limit their own purchases than the white respondents with children.

The broader Where America Shops study will assess consumer trends and attitudes regarding their current and planned shopping habits for sports and outdoor footwear, apparel and equipment, but the early numbers for back-to-school were released early to provide the market with some direction as retailers plan for this critical shopping period.

The survey, conducted the week of June 22, 2009, polled 2,112 people aged 13 years of age and older.  The primary qualifier to take the survey was the purchase of sports or outdoor apparel, footwear or equipment over the last 12 months.  The survey has a margin of error of +/- 2.1 percentage points.

The SportsOneSource 2009 Back-to-School Report is available for delivery on July 10, 2009.  This quick-release report can be purchased for $249.  Sports Executive Weekly, The B.O.S.S. Report and SportScanINFO subscribers can receive the report for just $149.  SportScanINFO Retail Reporting Partners may request a complimentary copy.

For more information or to order the report, e-mail Katie Bolick at: research@SportsOneSource.com with the “BTS Report” in the subject line, or call SportsOneSource at 704.987.3450 x110.