As Summer gradually edges closer to Fall, the back-to-school season blossoms into full swing for most of the country. With billions of dollars spent annually on everything from clothing and electronics to school supplies and dorm room essentials, it’s a great time for brands to capitalize on increased consumer spending. But with so much competition, how can you ensure your brand stands out?
Like with any brand campaign, it’s crucial to understand your target audience. The back-to-school demographic is diverse, and brands will need to determine and focus their approach. Although nearly half (49%) of parents will begin back-to-school shopping by early July, according to a survey by LTK, it’s not to late to tap into this $81.16 billion shopping season.
Who Is The Audience?
- Students: From elementary to college, students have varying needs and preferences.
- Parents: Often the primary decision-makers, parents are focused on value, convenience, and quality.
- Teachers: While not the primary consumer, teachers influence purchasing decisions for classroom supplies.
On and Offline
With over 65% of back-to-school sales taking place in physical retail locations, e-commerce sales have risen from 31.5% in 2021 to 34.9% in 2024. (emarketer)
For experiential marketing, this offers an opportunity for physical and digital brand experiences to work harmoniously to promote products and help drive sales, both within brick and mortar stores and online. With e-commerce trends continuing to shape shopping today, this approach can help maximize customer engagement, brand awareness and ROI.
Key Trends Shaping back-to-School Shopping
- Early bird shopping: Consumers are starting their back-to-school shopping earlier than ever.
- Online growth: E-commerce continues to grow, with more shoppers turning to digital platforms.
- Mobile shopping: Smartphones are essential tools for research, price comparisons, and purchases.
- Influencer marketing: Social media influencers can significantly impact buying decisions.
- Sustainability: There’s a growing demand for eco-friendly and sustainable products.
Ways To Engage
Back-to-school season is a focused marketing moment with a defined timespan to activate in. The good news is this creates a captured audience scenario with consumers focused on the same thing. Once a brand audience is defined, the fun part comes in creating meaningful and authentic ways to engage with busy shoppers.
- Start Early or Late!: You can craft activations for both early bird and/or last minute shoppers with engagements that enhance the shopping experience. Early shoppers may have more time to engage with brand activations, while late in the season shoppers may resonate more with helpful and convenient brand moments.
- Personalization: Create added value for students’ (and parents) desire for individuality by allowing shoppers to customize their purchases.
- Social Media Moments & Influencer Collaborations: Bridge the gap between online and offline shoppers with some social media-worthy experiences such as a back-to-school theme photo-op. Tie-in social media contests or partner with local social media influencers, to showcase your products and generate excitement.
- Stay Hyper Local: Draw inspiration from the location to craft inspiring engagements. Partner with local schools, charities or sports teams for community focused initiatives.
- Keep the Parents in Mind – How can your brand activation add value for busy parents. Think beyond the shopping by offering helpful, appreciative moments.
Class Dismissed
As the first day of the new school year comes into view, a flurry of excitement and nervousness can occupy both students and parents. By understanding who you want to connect with, you can create engaging brand activations that resonate with your audience, and add value for both the shopper and your brand. And remember, there is still time to activate!