Back To School Market Size, Share & Trends Analysis Report By Distribution Channel (Offline, Online), By Type (Clothing & Accessories, Electronics), By Region (CSA, Asia Pacific), And Segment Forecasts, 2022 - 2028

Report Overview

The global back to school market size was valued at USD 171.8 billion in 2021 and is expected to advance at a compound annual growth rate (CAGR) of 5.2% from 2022 to 2028. The global market growth is driven by developments in the digital area and retail sector. Increasing retailing of school stationery and supplies through online distribution channels is boosting the global market growth during the forecast years. Improvements of the online payment gateways with secure encryption allow easy and fast availability to consumers, propelling market growth. The market is also driven by the increasing spending on stationery and supplies by parents for their children in developing countries, including, India, China, Brazil, South Africa, and others.

The COVID-19 pandemic slightly impacted the sales of the school products during the initial months. During the peak months of the new school terms, spending on school supplies increased. According to the National Retail Federation, in 2021, families spent USD 59 more compared to 2020. Over the forecast period, the market is expected to experience healthy and steady growth, as the world is returning to normalcy, and schools again are shifting from online to offline mode. The market growth is also fueled by developments in brick-and-mortar retail sectors. Due to rapid industrialization and urbanization, shopping malls, department stores, and specialty stores are expanding to new regions, supporting the market growth. Global market growth is restrained by the growth in the use of electronic products replacing the use of writing and reading supplies, such as notebooks, pens, and pencils.

The growth in the smart classroom and green school programs that work on the idea of global sustainability, recycling, and reducing waste are expected to decrease the demand for some stationery supplies. E-commerce or online channels are expected to offer many growth opportunities to the market players. Given the trend of increasing dependency on online transactions and digital technology due to the convenience and ease of operation, the back-to-school market is also anticipated to profit from the online distribution channel. Key players are entering and expanding their presence in the e-commerce sector.

For instance, Inchpaper, an e-commerce company founded in June 2020, started a home-delivery service for stationery products, as published in September 2020. The company is based in Haryana, India, and delivers its products in over 50 cities and towns in the country. Product innovations and launches are anticipated to boost the market growth during the forecast period. Key players are focusing on innovations to upgrade and enhance the quality and functionality of the school essentials. This attracts more customers and encourages consumer spending, driving revenue generation. For instance, as reported in October 2020, Cello Group was planning to re-enter the stationery market with the launch of a small portfolio in the domestic market.

Type Insights

The clothing and accessories segment dominated the global market in 2021 and accounted for the maximum revenue share of more than 53.00%. Higher spending on school bags, uniforms, shoes, socks, and other accessories is attributed to the segment’s high share. The segment is expected to show promising growth during the forecast period, as many schools in western countries are mandating school uniforms to avoid socioeconomic differences at school and prevent school violence. The electronics segment is expected to witness the fastest growth rate during the forecast period. The use of electronics by school-going children is increasing and the trend is expected to continue in the future.

The growth is supported by the adoption of more technology-related products by schools and the emergence & expansion of smart classrooms, which follow technology-enhanced learning ways using electronic gadgets. The segment growth is facilitated by the adoption of the online teaching format during the COVID-19 pandemic and augmented use of electronic devices, such as laptops and smartphones. The stationery supplies segment also accounted for a significant revenue share in 2021. Stationery products that are bought most frequently include pens, pencils, markers, notebooks, folders, crayons, and so on. The growth of this segment is expected to be moderate in the global market due to more inclination toward electronic gadgets.

Distribution Channel Insights

The offline distribution channel segment dominated the global market in 2021 and accounted for the largest revenue share of over 51.00%. The offline segment includes in-store/brick & mortar sales channels, such as shopping malls, department stores, convenience stores, specialty stores, etc. The well-established nature of the channel and widespread availability are the key factors responsible for the higher share of this segment. In addition, the rising preference for offline channels by consumers reflects in the higher market share. Offline channels enable the surety and product authenticity & verification, which is responsible for growing consumer preference for these channels.

However, the online segment is anticipated to witness the fastest CAGR from 2022 to 2028. The growth in digitization and improvement in technology is attributed to the significant growth of the online segment. Upsurge in the number of online vendors and adoption of online sales by the key players are shifting consumer shopping behaviors and contributing to the segment growth. In addition, the COVID-19 pandemic created a great change in the way consumers shop. Consumers have adopted online shopping and online payment modes due to the easy, convenient, and overall quick process, which will boost the segment's growth.

Regional Insights

Asia Pacific dominated the market in 2021 and accounted for more than 35% of the global revenue share. A strong presence of key players/manufacturers in the region and a strong distribution network contributed to the regional market’s high share. Higher spending on school supplies and stationery products due to the growing population in countries like India and China also drives the regional market. According to the India Brand Equity Foundation, India has over 250 million school-going student population, one of the highest in the world. According to the Ministry of Education, in China, in 2020, around 240 million students attended school.

Central & South America is anticipated to witness strong growth from 2022 to 2028. With the rapid urbanization and economic growth, the market is expected to flourish during the forecast period. Government and private organizations are working together for the betterment of students. Investments in primary, secondary as well as higher education in the South American countries are also increasing, which will drive the product demand in the years to come. For instance, USAID has devoted a relatively small, but consistent aid in the form of money to the South American countries.

Key Companies & Market Share Insights

The global market is fragmented and characterized by the presence of several global key players and small local players. Key players are focusing on the expansion to new regions. Companies are also offering student discounts on stationery and school supplies to attract more consumers. Joint ventures, mergers, and agreements are some of the key strategies undertaken by various market players to expand their business. For instance, Acco Brands Corp. acquired PowerA, a leading provider of charging solutions and headsets, in December 2020. Key players are also focusing on product innovation and development to attract new customers and increase sales revenue. Some of the prominent players in the global back to school market are:

• The ODP Corp.

• Amazon.com, Inc.

• Acco Brands Corp.

• Staples Inc.

• Apple Inc.

• Faber Castell AG

• Newell Brands Inc.

• ITC Ltd.

• Tommy Hilfiger B.V.

• Mitsubishi Pencil Co. Ltd.

Back To School Market Report Scope

Segments Covered in the Report 

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2028. For the purpose of this study, Grand View Research has segmented the global back to school market report on the basis of type, distribution channel, and region:

• Type Outlook (Revenue, USD Million, 2017 - 2028)

  • Clothing & Accessories

  • Stationery Supplies

  • Electronics

• Distribution Channel Outlook (Revenue, USD Million, 2017 - 2028)

  • Online

  • Offline

• Regional Outlook (Revenue, USD Million, 2017 - 2028)

  • North America

    • U.S.

    • Canada

  • Europe

    • U.K.

    • Germany

    • France

  • Asia Pacific

    • China

    • India

    • Japan

  • Central & South America

    • Brazil

    • Argentina

  • Middle East & Africa

    • Saudi Arabia

    • South Africa