2020年大学返校调查报告（英文）

2020 Deloitte back-to-college surveyReimagining the return to classJuly 2020Copyright © 2020 Deloitte Development LLC. All rights reserved. | 2INTRODUCTIONExecutive summaryAs we approach a new school year, many parents are weighing difficult decisions about sending their children off to college, especially as several states are experiencing flare ups of COVID-19 cases. It’s likely that nothing about higher education will be normal this year, but those who plan to shop for back-to-college (BTC) supplies are intending to stick to their normal spending plans—at least for now. Many don’t plan to shop until later in the season, leaving the possibility that spending patterns could change.The pandemic closed most of the country’s 7,000 colleges this spring, affecting roughly 20 million students, with many finishing their semesters virtually from home. Only 52% of parents were satisfied with the education students received this spring, and many are now contemplating the value of online learning at the price of an on-campus experience.Meanwhile, 62% of parents are anxious about sending kids to college because of the pandemic, and 40% are concerned about making upcoming college-related payments. This has caused some parents to explore alternate options for the upcoming year, such as taking a gap year, living at home, or finding more affordable schooling. We won't know how many students actually follow through with these alternative plans for several months, but the implications could be damaging to educational institutionsas well as retailers and communities that benefit from student spending. With this backdrop of uncertainty, we launched our annual back-to-college survey to explore intended behavior of parents who plan to spend on back-to-college items this summer. Although anxiety and concerns are running high, this group of consumers seem intent on giving their children a somewhat normal back-to-college experience. Expected spend is relatively flat over previous years, with an uptick in spend from higher-income families offsetting a lower spend from middle- and low-income households.Retailers should understand that parents are adapting to the new realities of the pandemic and altering shopping behavior. Spending trends are shifting to online formats as consumers prioritize convenience and safety more than in years past.For further details on how back-to-college shoppers are planning for the upcoming year, please view our findings below.Rodney R. SidesVice chairman & US leaderRetail & Distribution Deloitte LLPrsides@deloitte.comStephen RogersExecutive directorConsumer Industry CenterDeloitte Services LPstephenrogers@Deloitte.comBryan FurmanRetail sector specialistRetail & Distribution Deloitte Services LPbfurman@deloitte.comLupine SkellyResearch leaderRetail, Wholesale & DistributionConsumer Industry CenterDeloitte Services LPlskelly@deloitte.comCopyright © 2020 Deloitte Development LLC. All rights reserved. | 3DELOITTE’S 2020 BACK-TO-COLLEGE SURVEYChea