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Cotton Incorporated’s 2024 Back To School Parent Survey, a survey of N=493 parents on May 30-June 3, 2024
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BACK TO SCHOOL
Parents 2024
THINGS TO KNOW ABOUT... What Do Parents Look for When Back-To-School (BTS) Shopping?
How Much Influence do Students
have on BTS Shopping?
Parents of kids age 3-14 Parents of teen age 15+
a lot
some
a little
37%
43%
20%
54%
38%
8%
What Do Parents
Want Clothing to be
Made From?
Prefer cotton in:
T-shirts
Sweatshirts or hoodies
81%
77%
81% prefer cotton
because it is
comfortable
94%
Where do Parents Plan to Shop
for New Clothing?
Online platforms of
brick & mortar stores
In a physical
store
Online
70%
86%
62%
84%
Amazon
Mass merchant
Off price stores
69%
Shopping Second-Hand Clothing
plan to purchase
second-hand clothing
physical store or event
94%
34%
38%
online retailer or marketplace
Clothing Purchase Drivers
What parents look for:
What students look for:
What Parents Say Their Students Want to Wear
Denim jeans
Sweatshirts,
or hoodies
Leggings, sweats,
joggers
28%
Preferred Bottoms
32%
Preferred Tops
T-shirts
18%
48%
(according to their parents)
comfort
quality
comfort
quality
durability
trendy styles
79% Amazon
64% Online platforms
of brick & mortar
53% Shein
THINGS TO KNOW ABOUT... What Do Students Look for When Back-To-School (BTS) Shopping?
86%
Where do Students 13+ Plan to Shop for New Clothing?
IN A PHYSICAL STORE
ONLINE
60%
52% Department/Chain
stores such as Kohl’s
51%
What Students 13+ Say They Want to Wear
Sweatshirts,
sweaters, hoodies
Preferred Tops
T-shirts
35%
36%
Clothing Purchase Drivers
comfort
quality
durability
trendy styles
What Do Students
13+ Want Clothing
to be Made From?
Prefer cotton in:
Sweatshirts or hoodies
T-shirts
56%
55%
81% prefer cotton
because it is
comfortable
Mass merchant such
as Walmart
Off price stores such
as TJ Maxx
73%
Shopping Second-Hand Clothing
online retailer
or marketplace
44% plan to
purchase
second-hand
clothing
physical store
or event
91%
29%
Leggings, sweats,
joggers
30%
Preferred Bottoms
Denim jeans
29%
STORES SUCH AS WEBSITES SUCH AS
THINGS TO KNOW ABOUT... What Do Students Look for When Back-To-School (BTS) Shopping?
BACK TO SCHOOL
Students 2024