Even though it seems like summer vacation has just begun, the back-to-school season — the second-largest retail opportunity of the year — is already in full swing.
Whether your business sells school supplies or not, marketers should view back-to-school shopping as the ideal opportunity to kickstart their end-of-the-year marketing strategy.
Continue reading to uncover important consumer trends and practical insights that can help shape your digital marketing strategy for back-to-school.
1. School’s Out, Back-To-School Shopping’s In
Shopping for back-to-school items typically begins well in advance, often as early as July and continues until Labour Day. In 2024, 66% of the budget is expected to be spent by the end of July, compared to 59% in 2023.
Strategic Recommendations
→ Launch your campaigns as soon as possible to capture early planners and adjust messaging closer to the start of the school year to appeal to last-minute shoppers.
2. Moms Lead the Charge During Back-to-School Shopping Season
Google reports that women aged 35-44 are the primary shoppers for back-to-school supplies. That said, children often sway parental decisions: 61% of parents surveyed say that their children influence them to spend more during back-to-school.
Strategic Recommendations
→ Consider enhancing brand visibility among younger audiences, by focusing on platforms where they actively engage, like TikTok and Instagram.
→ Tailor messaging and offers to appeal to the needs and preferences of both parents and students, segmenting campaigns accordingly.
3. The Back-To-School Shopping List Goes Beyond Backpacks
The back-to-school shopping season isn’t just about stocking up on backpacks and notebooks anymore. While school supplies remain a cornerstone of the shopping list, consumers are also prioritizing other essential categories such as clothing, technology, accessories, and footwear.
Furthermore, retailers can capture additional sales by appealing to parents’ shopping behaviours. A notable 50% of parents intend to purchase items for themselves during the back-to-school season.
Strategic Recommendations
→ Leverage cross-promotions and upselling strategies by highlighting complementary products or special deals that encourage parents to add items for themselves to their shopping carts.
4. Consumers Are Hunting for Deals More Than Ever
Due to inflation and cost of living concerns, consumers are expected to spend less on back-to-class shopping in 2024. Their decision-making process is driven more by price and promotions than ever before. In fact, 94% of shoppers say sales and discounts are important purchase drivers.
They are actively seeking out discounts, bundle deals, and loyalty rewards to stretch their budgets further.
The popular bag brand, Hershel, is jumping on this trend, offering 40% off related products (lunch boxes and pencil cases) when purchasing a backpack. This approach not only increases the average order value but also enhances the perceived value for consumers who see themselves getting more useful items for their money.
In contrast, The North Face is taking a more traditional approach by offering a straightforward discount (20%) specifically targeted at students. This type of promotion is familiar and appeals directly to the student demographic, providing them with a clear financial benefit during their back-to-school shopping.
Ultimately, both strategies aim to make consumers feel like they are getting a good deal and maximizing their purchasing power.
Strategic Recommendations
→ Capitalize on price-sensitive shoppers by strategically highlighting value-driven promotions.
→ Consider leveraging affiliate marketing partnerships and coupon strategies to reach a broader audience of deal-seeking shoppers.
5. Shoppers Do Their Research
Comparative shopping is increasingly common among back-to-school shoppers. 42% of shoppers will compare prices from multiple retailers before making a back-to-school purchase.
And, although price remains crucial, product quality is also a significant consideration for shoppers. Potential buyers often seek reassurance about product quality through social media platforms before finalizing their purchases.
Strategic Recommendations
→ Share User-Generated Content (UGC) like reviews and hauls on social media to build confidence among shoppers.
→ Collaborate with trusted influencers who can effectively endorse your products to their followers.
Additionally, consumers tend to engage in more thorough research and comparison shopping before making purchasing decisions which can translates to longer checkout times.
Strategic Recommendations
→ Provide detailed product information, customer reviews, and comparisons on the website to alleviate concerns and streamline the decision-making process.
→ Support consumers during their extended decision-making process with email marketing. Add email reminders to your workflow to gently nudge them towards completing their purchase and/or use email marketing to share additional information about your product and how it compares to your competitors.
6. Parents Are Looking For An Easy Way Out
Back-to-school shopping can easily get overwhelming for parents, 58% of parents agree that it’s a stressful time. More Businesses recognize this challenge and strive to reduce the mental workload by promoting easy, stress-free shopping experiences.
For example, Walmart’s School Supply List tool simplifies back-to-school shopping by allowing parents to easily find and add their child’s required supplies to their cart with just a few clicks.
Joe Fresh positions itself as a one-stop shop for Back-To-School shopping in their most recent Facebook Ads.
Strategic Recommendations
→ Simplify back-to-school shopping for parents by optimizing website navigation and search functionalities. A dedicated “Back-To-School” section enhances the shopping experience with centralized products and information. It also boosts SEO through targeted keyword optimization and organized content, helping customers easily find your site for back-to-school essentials online.
→ Communicate how your brand is simplifying the buying journey in your ads and on your website.
→ Offer convenient delivery or pickup options, such as curbside pickup or same-day delivery, to accommodate varying customer preferences and schedules.
In short, the 2024 back-to-school season is synonymous with price-sensitive shoppers trying to navigate the increasing cost of living. Brands that effectively demonstrate product value, maintain top-of-mind awareness, and offer compelling deals will be top-of-class.
Also, remember that back-to-school season isn’t just about direct sales — it also sets the stage for a successful Q4. Back-to-school allows retailers to build their remarketing audience ahead of key shopping days like Black Friday. Don’t miss out!
Need help planning and launching your back-to-school marketing strategy? Contact us now.