Back-To-School With New Ideas For What's Cool

ShopLocal Survey Provides Insight to Preteen Back-to-School Wishes

Chicago, IL - July 23, 2007 - As the summer winds down, and the first day of the new school year approaches, kids are busily compiling their back-to-school wish lists. But, in a recent survey of kids seven-to-12 years old conducted by comparison shopping Web site ShopLocal.com, today’s preteens are setting their sites beyond paper, pencils and protractors to more high-tech aspirations.

According to the July 2007 survey which polled 500 preteens, 73 percent of kids between the ages of seven and 12 want to head back to school with their gaming systems in hand, and an equally strong 70 percent want a new computer. And to keep in touch while on the playground, 69 percent say they strongly desire a cell phone to complete their back-to-school wares, even naming the new iPhone as one of their choices. As electronics continue to become more integrated into Americans’ everyday lives, these products are clearly not just for the big kids anymore.

When asked what one item they most wanted before hearing the first school bell, the 10-12 year olds who responded to the online survey listed cell phones and computers above their interests for a new backpack or book bag, indicating that there has been a shift in materialism – especially with electronics – among children in this age group. Compared to the 2006 ShopLocal survey for teenagers ages 13-17, there was an 18 percent increase among those who said they most wanted a new cell phone and a 15 percent decrease in those who most wanted clothing or accessories.

“Wants and perceptions have changed dramatically from even a few years ago,” explained ShopLocal.com shopping expert Eva Yusa, who blogs as ‘Eva the Shopping Diva.’ “It used to be that a new pair of gym shoes and a new set of notebooks were enough to make any child feel cool. Now with the growing popularity of consumer electronics, children have different ideas about what is acceptable, and what are ‘must haves’ for the back-to-school season.”

The ShopLocal survey also showed that gender differences are pronounced among this age group. When asked to what extent they would like to have a specific back-to-school item, a resounding 88 percent of seven to 12-years-old girls answered clothes or accessories, while the 80 percent majority of seven to 12-yearsold boys would rather have a gaming system.

“Boys and girls, especially at this age, have very different priorities when it comes to shopping,” explained Eva. “Boys typically look for entertainment, while girls are more interested in fashion and style.”

In addition to the other trends spotted in the ShopLocal survey, preteens also revealed a certain degree of brand loyalty, though slightly less than their older peers. Apple products ranked highly, as 83 percent of those who said they most wanted a musical device listed iPod by name, compared with 97 percent of 13 to17-years-old respondents to last year’s survey. Of those children who most wanted a gaming system, 64 percent cited Nintendo Wii by name.

In apparel, younger children are decidedly less focused on brand names but do care what adorns their backpacks, according to the survey. While 13-to-17-year-olds last year cited North Face and JanSport, among other brands, the younger students polled this year expressed their desire to have Spiderman, Transformers and Bratz decorating their schoolbag.

For more data from the ShopLocal 2007 Back-to-School survey or to compare online and in-store offers on all back-to-school items and for additional shopping information and tips, visit www.ShopLocal.com.

About ShopLocal
ShopLocal, the leader in multi-channel shopping services, offers a complete suite of solutions connecting retailers and consumers online and in-store. The company’s consumer Web site, ShopLocal.com, provides users with choice and control in their shopping experience by offering the most comprehensive selection of timely online and in-store offers on one easy-to-use site. With ShopLocal.com, consumers can find millions of products and up-to-date weekly sales, deals, and coupons for consumer electronics, apparel, groceries and more.
ShopLocal’s customers include Target, Best Buy, Home Depot, CVS and Sears. ShopLocal powers multi-channel shopping for hundreds of newspaper Web sites and other leading local and shopping sites, such as Los Angeles Times, Miami Herald, Arizona Republic, Google and SuperPages.com. ShopLocal is owned by Gannett Co., Inc. (NYSE:GCI), Tribune Company (NYSE:TRB), and The McClatchy Company (NYSE:MNI). For more information, visit www.aboutshoplocal.com.