As the back-to-school season approaches, businesses have a unique opportunity to engage with a fresh and eager audience. This essential period can be used to not only connect with students and parents but also set the stage for the year’s marketing efforts.
In 2023, Americans spent a staggering $136 billion on back-to-school and back-to-college shopping, with the average household budgeting $890 for K-12 supplies and $1,367 for college expenses. To capitalize on this pivotal time, businesses must make their promotional campaigns stand out in a competitive market.
Spending Patterns
Figures covering 2021 show that parents of K-12 students, particularly those aged 35 to 44, spend the most on back-to-school items, with an average expenditure of $1,007. This exceeded the average household spend by 13%. Among Gen Alpha (ages 14 and below), pre-teens spent an average of $39 of their own money on back-to-school items in 2021, while school-age Gen Z individuals (ages 15-27) spent $46. Over the past decade, spending by pre-teens surged by more than 159%, while spending by Gen Z rose by 47%. These trends highlight the importance of targeting both parents and younger generations in marketing strategies.
Last-Minute Campaigns
Amid back-to-school season, many families delay their shopping until the last minute, hoping for deals and bargains. Nearly 30% of consumers begin shopping in August, and 10% wait until after classes start. Marketers can capitalize on this by implementing targeted last-minute campaigns to address these shoppers’ urgent needs.
Your efforts could Include:
- Flash Sales and Limited-Time Offers: Nearly half of K-12 back-to-school shoppers and about 40% of back-to-college shoppers seek sales. Create urgency with time-sensitive discounts and promotions to attract both savvy shoppers and procrastinators.
- Personalized Marketing: Use data and algorithms to send personalized recommendations and reminders based on previous shopping behaviors. Most consumer spending is emotionally driven, and both Gen Z and Gen Alpha base their spending on personal connections. Tapping into this can significantly enhance engagement and sales.
- Convenient Shopping Options: Convenience is crucial, with most consumers visiting only two or three stores for most of their purchases. Highlight options like same-day delivery, curbside pickup, and easy returns to appeal to busy families seeking efficient shopping experiences.
- Digital Engagement: About half of K-12 back-to-school shoppers and back-to-college shoppers prefer online shopping. Additionally, two-thirds of online shoppers use smartphones over desktops or laptops. Utilize social media and email marketing to communicate last-minute deals and tips, meeting your audience where they are.
Promotions beyond the back-to-school period
Many retailers run promotions throughout the season, not just at the beginning. Consider maintaining momentum and driving sales through continuous promotional efforts.
You might consider:
- Late-Season Sales Events: With one-third of consumers starting their shopping in the last three weeks of summer and some making final purchases after classes begin, there’s a significant opportunity to capture late shoppers. Introduce sales events during this period to boost sales.
- Themed Promotions: Align promotions with key dates and themes, such as “Teacher Appreciation Week,” to drive engagement and show your commitment to important causes. This approach is particularly effective for Gen Z, which values businesses that support social causes.
American Eagle rejuvenated its iconic “Live Your Life” slogan to resonate with Gen Z’s values of self-expression and inclusion. Launched in July 2023 and expanded this year, the campaign promotes back-to-school fashions. Actors and athletes were recruited and video footage of them is incorporated into advertising. The campaign not only boosted engagement but also tapped into the $258 average household budget for clothing and accessories, appealing to the half of K-12 shoppers who frequent clothing stores.
E.L.F. Cosmetics is pioneering a new era in online shopping by integrating real-world product sales into Roblox, a popular gaming platform. Since launching the ‘E.L.F. Up!’ experience, players ages 13 and above can buy E.L.F. products via a Walmart-powered virtual kiosk and receive a virtual twin of their purchase for use in Roblox. This groundbreaking approach not only taps into the gaming demographic but also marks the first time a beauty brand has merged physical sales with a gaming platform. With over 13 million visits since its launch last year, E.L.F. is effectively engaging with Gen Alpha and leveraging their interest in gaming to enhance the shopping experience.
Planning for Back-to-School Success
If managing last-minute back-to-school planning proves challenging, consider next year’s opportunities. Start preparations as soon as the current season ends to allow ample time for strategic development. Focus on trend analysis to anticipate future needs, gather feedback to refine your approach, and build partnerships for authentic marketing. Additionally, brainstorm and develop innovative campaign ideas to test and perfect ahead of the next back-to-school season. Effective planning will position your business for long-term success and a smoother launch next year.
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Ajah Hawley-Alexander is an experienced sports and media professional. She teaches business and digital media courses at Iona University, The College of Westchester, and Yeshiva University, where she also develops course content and curriculum. Her professional experiences includes work with the NBA and Madison Square Garden Sports Corp. In the fall of 2024, she will begin her doctoral studies in Higher Education Administration at the University of Southern Mississippi.
