The average American family spends around $890 per student on back-to-school supplies and $1,365 for back-to-college needs.
No wonder why back-to-school is such a buzz-worthy topic for so many retailers.
As a mom of 4 kiddos myself, I have learned that moms and dads will spend just about anything on their children, making them an amazing opportunity for your business. Back-to-school season is the perfect time for your business to connect with parents, students, and teachers. You should be taking full advantage of the demand for so many different products and services that will make the transition from summertime to the new school year easier.
Let’s work together to think outside the (pencil) box to create engaging campaigns that will stand out and showcase your business.
When Does Back-to-School Season Start?
The official start of school varies from place-to-place, but back-to-school shopping typically kicks off much earlier.
You will see promotions and displays popping up halfway through the summer, with the peak shopping time running right through August.
You can’t wait until the last minute if you want to make the most of your marketing dollars, so start your planning and shoot to execute it early.
The Back-to-School Shopping Timeline
You need to understand the timeline for this busy shopping season to target your audience effectively.
July is the first wave of shoppers, who tend to start looking for deals on basic supplies like notebooks, pens, and backpacks.
August will be the peak shopping month. Parents and students will be looking for clothing, shoes, electronics, and dorm room essentials.
By late August and early September, the last-minute shoppers will be scrambling to pick up any remaining items.
Back-to-School Shopping Trends & Behaviors
- Some of the most common educational necessities bought by guardians of school children include clothing and accessories, as well as school supplies, such as books, pens, backpacks, and more.
- The number of people buying school-necessitated electronics has increased significantly: on average, about 70 percent parents in the United States planned to buy computer-related equipment.
- The back-to-class season has gotten more expensive over time, with consumers spending close to twice as much as they used to back in the mid-2000s.
- About 50% of shoppers’ purchases were influenced by coupons, sales or promotions.
- 23% of K-12 shoppers complete their shopping 3 weeks to 1 month before school starts. 50% of shoppers complete their shopping 1-2 weeks before school starts. 18% complete shopping the week it starts, and 9% after school starts.
21% of college shoppers complete their shopping 3 weeks to 1 month before school starts. 48%
4 Winning Strategies & Ideas for Back-to-School Campaigns:
1. Early Bird Gets the Worm
The sooner you begin your marketing efforts the better. You want to make sure to get in front of the earliest shoppers, when they’ve first started their hunt for back-to-school necessities.
You can run a pre-season promo that offers exclusive discounts and early access to back-to-school deals, releasing them to specific subscribers and your loyalty program members.
Create engaging content on social media that teases your upcoming sales and new product arrivals.
For example, when I had my boutique, I would tease the new season’s color palette and prints that were coming, and ask for my audience to interact with Instagram stories – letting me know which trends they wanted to see. For people hunting for deals, I would tease a rack of newly added clearance items for the end of Summer transition.
2. Embrace Digital Marketing
It is important to reach your target audience where they are most likely to be looking to act. Many people are browsing their phones, tablet, or computer for their back-to-school needs.
According to recent data, over half (57%) of back-to-school shoppers plan to purchase their supplies online, making online shopping the most popular method for back-to-school purchases.
There are some ways to make the most of your digital outreach:
Targeted Online Ads
Run highly targeted ads on social media and search engines in order to reach the people who need the products or services you have. Focus your efforts on specific demographics, interests, and keywords.
For example, if you are a sporting goods store you could target parents with children, who have browsed for sport-related goods, or even those who have shopped on a competitor’s site.
Leverage Social Media
A great way to engage your audience during this busy time is by running targeted social media ads, enticing back-to-school shoppers with a desirable offer.
You can also enlist the help of influencers to engage your target audience, getting your latest collection in front of their following.
Personalized Email Marketing
Segment your email list and send personalized back-to-school offers and recommendations based on the products they’re most likely to be interested in.
Include easy-to-follow CTA’s that draw them in for exclusive sneak peeks at your new collection or a sale tailored to them.
By creating automated emails based around trigger-marketing, you can turn something like an abandoned cart or an item they were viewing into a sale.
3. Don’t Forget About Direct Mail
It is tangible and refreshing to receive a direct mail piece.
When you’re trying to reach these back-to-school shoppers at the same time as everyone else, consider including targeted direct mail pieces in your marketing arsenal.
Think beyond just sending a flyer with your latest and greatest – consider personalized postcards that showcase relevant products. You could even send an interactive catalog with fun activities, a checklist, or helpful tips.
Ensure ROI on your campaign by:
- Linking your direct mail efforts to your overall strategy by including QR codes or PURL’s to a specially designed landing page. Include a special discount to encourage them to spend.
- Segmenting your audience and creating individualized mailers for different groups. You could send a preview of your new collection and a special discount to your high-value customers.
- Include new mover data in your efforts. Make sure to reach out to the newest residents in your area with a warm welcome. Use layering attributes to show them that you understand their needs for the new school year.
4. Offer Value and Incentives
There are many ways to stand out in the crowd during this busy buying time, but some of the best ways to do that are by offering convenience and incentives.
- Promotions can draw attention from parents and students on a budget. Use attractive discounts, bundle deals, and free shipping to incentivize parents to pull the trigger and purchase.
- Create easy to grab back-to-school bundles for your customers, allowing them to knock a bunch of items off their list at once.
- Offer exclusive rewards and perks for back-to-school shoppers through your loyalty program.
- Offer convenience to busy parents through buy online, pick up in-store (BOPIS) options.
Conclusion:
Shopping lists are made up of so much more than notebooks and sharpened pencils, which makes back-to-school season an important time for your business to step in, share your brand, and drive sales.
Are you ready to transform this back-to-school season into a huge success?
Sharpen your pencils, finalize your plans, and get ready to ace it.
Back-to-School Marketing Solutions
For further ideas and marketing solutions for your business, contact Welcome Wagon!
Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting HVAC companies with new homeowners through online and offline channels.
