August is a crucial time for back-to-school (B2S) and back-to-college (B2C) marketing and preparation. The National Retail Federation (NRF) estimates that in 2024, B2S spending will reach $39 billion, while B2C spending will soar to $87 billion. This means an average household expenditure of $875, spanning a wide range of industries. While traditional items like school supplies, backpacks, clothing, shoes, and technology are essential, there’s also room for other retailers to capitalize on the season, such as those offering sporting goods, furniture, and home goods.
Recommendation: Back-to-School Sale
To stay top of mind and attract budget-conscious shoppers, we strongly recommend running a back-to-school sale. With 80% of consumers expecting higher prices this year, offering a good deal can be an irresistible incentive. This is a prime opportunity for various retailers to engage with customers looking for value as they gear up for the new school year.
Back-to-School Pop-Up Event
Consider hosting a back-to-school pop-up event to create a unique shopping experience. This can help draw in customers and create excitement around your offerings, whether they’re traditional school essentials or more niche products. A well-executed pop-up can boost visibility, drive sales, and leave a lasting impression on shoppers.
In tandem with back-to-school shopping are tax-free days in the US—each state has its own date, so make sure you’re set up properly in your e-commerce platform to honor this. We recommend running a geo targeted campaign on your website informing visitors of their tax-free status on the right weekend. Combine this with a timer so they know just how long they have to claim this offer and make their purchase.
Create curated bundles that cater to different age groups and needs. For example, you could offer a “Student Starter Pack” with notebooks, pens, and organizational tools or a “Tech Essentials Bundle” with headphones, chargers, and laptop accessories. Bundles not only provide convenience for shoppers but also increase the average order value.
Influencer Collaborations and Marketing!
Partner with influencers, bloggers, or educators who have a strong following among parents and students. These influencers can showcase your products in use, provide honest reviews, and create relatable content. Consider hosting giveaways or running special promotions through these partnerships to reach a broader audience.
Engaging Social Media Campaigns
Launch engaging social media campaigns to create buzz around your back-to-school promotions. Use hashtags like #BackToSchool, #SchoolReady, or a branded hashtag to encourage user-generated content. You can also host contests, such as photo or video challenges, where participants share their back-to-school moments with your products for a chance to win prizes.
Personalized Shopping Experiences
Enhance the shopping experience by offering personalized recommendations based on customer preferences and past purchases. Utilize data to suggest products that complement their previous buys or align with their style and needs. Personalized emails with curated product suggestions can significantly boost engagement and conversions.
