COLUMBUS, OH - July 26, 2012 - Alliance Data's Retail Services business, which delivers sales-driving private label and co-branded credit programs for some of today's most recognizable brands, recently released the results of its 2012 Back to School Shopping study. Among other results, 'Fast Findings' from the study include the fact that, despite ongoing economic concerns, three-quarters of parents will opt to spend more on fewer items of high-quality clothing to ensure their kids look nice—as opposed to spending the same amount or less on lower-quality clothing that might not make their children appear as presentable. The Retail Services back to school shopping survey is based on responses from 400 participants, 77% of which are female; 23% male, to reveal insights into how consumers shop for back to school goods.

Other interesting findings showed that: 35% of shoppers plan to use a store-branded credit card to purchase back to school items; 63% of parents of elementary school-aged kids will take their children's opinions on style into account for back to school purchases; and 37% of shoppers plan to spend more in 2012 than in 2011 on back to school-related items. Backpacks, shoes, school supplies, and clothes topped this year's back to school shopping lists.

"What really spoke to me, when we started digging into the findings of this study, is that parents—most likely moms—are willing to go without something new so their kids will look nice at school," said Erin Kennedy, senior market research analyst, market intelligence for Alliance Data Retail Services. "We know that spending on women's clothing and other items took a major hit in 2008 and since, but children's items have been somewhat insulated, primarily because Moms skimped on themselves in favor of buying for the kids. It's also interesting to see that 63% of parents are allowing their elementary school-age kids to weigh in on back to school purchases. Retailers need to know this, and be sure their marketing makes sense to children, as they certainly have a vote when it comes to back to school shopping."

The concept of showrooming - where consumers shop in-store for a product and then check pricing and often purchase the same item online - is also slated to be an issue this back to school-shopping season, as 50% of shoppers plan to compare prices with a smart phone while shopping. "It's so important for retailers to be aware of how their prices stack up against competitors, especially those with an online presence, and within their own sales channels," Kennedy added. "The consumer is incredibly wise to the discounts and sales available for these items in multiple channels, so retailers need to find ways to ensure their pricing, and the quality of their merchandise, shines through all the noise in the marketplace."

Finally, 35% of consumers plan to shop for back to school items with a private label credit card—a higher figure than is typical for Retail Services' findings in studies of this type. "Back to school clothes are a necessity, as most growing kids need a new wardrobe every year," said Kennedy. "So, it sounds like many shoppers have opened private label cards with brands they know they can rely on year after year. Back to school shopping, then, is a prime event for shoppers to use their store branded cards. The retailers that cater to this crowd definitely need to be aware of this, and make sure they're reminding shoppers that a credit-based, brand affinity-driving tool is available, and can not only help them save money and spread out their payments, but also provide them with valuable invitations, information, and other offers. The benefit to retailers is that it's a tool that will keep these shoppers coming back to the brand."

To learn more about how consumers shop for back to school items per the recent Alliance Data survey, download the infographic at left or contact Alliance Data directly by visiting www.alliancedata.com.