The KPMG consumer pulse survey series explores key, emerging themes around consumer behaviors, purchasing patterns and overall consumer sentiment. We've surveyed 1000 consumers across the U.S. bi-monthly since April 2020, to learn about the effects of COVID-19 on their income, employment and mobility; their sentiments around the economy; and their predictions for spending. We conduct the surveys to help our clients understand consumers, uncover the signals of permanent change and create a basis for transforming their businesses to meet customers where they are.
Results of our latest survey
After one of the most nontraditional years for learning, 2021 looks to be largely a return to the physical classroom. Survey data reveals dynamic changes in category and educational cohort spending. Average spend per child is up substantially—$268 per student compared to just $247 in 2020. This is welcome news for retailers.
Our most recent edition of the Consumer pulse survey, which complements our ongoing conversations with marketplace leaders, sets out to uncover the key demand drivers of back-to-school shopping preferences, including:
- What is causing parents to spend more?
- How has COVID-19 fundamentally changed education delivery and as a result back-to-school spending?
- What can the back-to-school season tell us about future retail seasons?