What is Back-to-School?
Back-to-School is a significant period in marketing when students and parents purchase school supplies and clothing for the upcoming academic year. It also marks the start of the consumer shopping season and the transition into a new season. In Turkey, this period is typically considered to span August, September, and October.
Who is the Target Audience for Back-to-School?
Students, families, and teachers all engage in shopping to prepare for the new school year, covering needs ranging from electronics and stationery to clothing and footwear. With the rise of online education post-pandemic, demand for technological devices peaks during this time.
What Are the Global Figures?
The National Retail Federation forecasts that families with young children will spend a total of $38.8 billion on school shopping. For college students returning to school, this figure could rise to $86.6 billion. These numbers highlight the increased importance of technological products due to the digitalization accelerated by the pandemic. Online shopping remains a popular option for both families with young children and college students.
Numerator has shared new data for the 2024 school shopping season. With the growing use of technology in classrooms, traditional school supply sales have decreased year-over-year, while online retailers have increased their share of the school supply market by 15 points over the last four years. Amazon leads in this sector. In the 2023/24 academic year, 90% of students used computers or tablets in their classrooms, and 80% used technology for school at home.
Key findings include:
- Even young children use digital technology. While 2nd graders are least likely to use a computer or tablet for homework at home (60%), their use in the classroom is higher (83%).
- Computers are more commonly used than tablets. Last year, 69% of K-12 students did school work on computers, while 47% used tablets.
- 66% of households reused last year's supplies. Only 34% indicated they would purchase all new supplies.
- Online retailers captured 37% of school supply spending. Amazon has moved up to second place, surpassing Target.
Effective Back-to-School Marketing Ideas
Influencers Appeal to Youth
Young consumers place significant importance on the opinions of influencers they follow on social media when making shopping decisions. Partnering with influencers who appeal to this demographic can boost your brand's visibility and popularity among younger audiences. Collaborate with BTS influencers on platforms like TikTok and Instagram to effectively convey your brand message to young people.
Parents and Teachers Matter too!
The back-to-school period is crucial for parents and teachers as well. Parents are busy shopping to meet their children's needs, and teachers are preparing their classrooms for the new school year. Offering special promotions and discounts for parents and teachers can attract their interest and boost sales.
Promotional Gifts
In Turkey, promotional products are highly attractive to consumers. During the back-to-school period, consider offering school supplies, bags, or stationery sets as small gifts with purchases over a certain amount. These giveaways enhance the shopping experience and increase customer loyalty.
Share User-Generated Content (UGC) on Social Media
User-generated content plays a significant role in social media marketing. Share photos and videos that your customers post about your products to build brand credibility. Encourage customers to create UGC to increase engagement and expand your brand’s reach organically.
Content and Theme Consistency
Ensure that the content and themes used in your Back-to-School campaigns reflect the needs and expectations of your target audience. For instance, guides, shopping lists, and preparation tips related to returning to school can engage your customers. A well-aligned content strategy will make your brand message more impactful and effective.
Choose the Right Products
Selecting appropriate products based on your expertise and stocking up with relevant sizes and quantities can boost sales. Stationery, technology products, books, and clothing are always safe choices. Offering exclusive Back-to-School collections can set your brand apart from competitors.
Back-to-School Promotions
Implement various promotional strategies to attract customers. Percentage-based discounts, bundle deals for anticipated purchases, and student discounts can help drive sales.
Email Marketing
Email marketing is a key strategy for assisting parents and college students with their school shopping. Personalized content and discounts can effectively engage your customers.
Customize Your Store for Back-to-School
Make sure your website's landing page reflects the back-to-school theme. Display products under specific categories to simplify the purchasing process.
Add Valuable Content to Your Blog
Write blog posts offering guides and tips related to the back-to-school season to attract customers. Expert reviews and checklists can also be helpful.
Partner with an Educational Institution
Offering donation options to customers can build brand loyalty. Contributing to local schools can positively impact the community.
Include a Gift with Every Purchase
Adding a gift with purchases can enhance customer satisfaction. Offer unique gifts for customers who make purchases above a certain amount.
Increase Reach with a Referral Program
Encourage loyal customers to introduce your brand to their family and friends, boosting sales. Facilitate this process with referral links or unique codes.
Invest in Customer Reviews
Remember that shoppers look for brands they can trust. Product reviews play a significant role in purchasing decisions. Promote customer reviews to influence potential buyers and build trust in your brand.
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