NPD Survey Says …
The NPD Group's Kids Industry Data Service (KIDS) recently asked: "Where do you plan to do most of the back to school shopping for your child(ren)"?
Compiled from 1,785 mentions of back-to-school shopping destinations for kids ages 0-14, findings revealed that 61 percent of responses were for mass merchants; 12 percent, department stores; 6 percent, office stores; 6 percent, major chains; 4 percent, mall stores; 2 percent, discount stores, and 1 percent, drug stores.
Not surprisingly, unless any are grouped under the "mall store" category, independent toy and gift retailers do not figure in the findings.
What can/should independent retailers so more of or better to capture a larger share of this lucrative market?