It’s hard to believe that the summer is already half over. In just a few weeks time, parents will be making lunches and students will climb aboard busses as the new school year begins. Every year, businesses build marketing strategies for the holiday season and for the start of the summer, but they should also think about creating promotions for those families who are preparing to go back to school.
In a report done by the National Retail Federation, families spend an average of $630 dollars a year on back to school shopping. That number isn’t dedicated to just one industry either. They are not just buying new clothes; parents and students are also purchasing pens, pencils, notebooks, and more. Maybe they need a new pair of eyeglasses? Advanced math and science courses require students to buy graphing calculators. These days, students are expected to do a lot of research at home via the internet, so families may be in the market for a new computer, tablet, or printer.
Back to school shopping can also expand beyond the typical school day. Students will need materials for their extracurricular activities. They need to buy sneakers, water bottles, or mouth guards to take part in athletics. If they are are musically inclined, they may need to purchase sheet music, instruments, and their accessories. Families will also need to buy groceries for lunches, lunch bags or boxes, headphones so that they don’t disturb others with their music, or new book bags.
According to the NRF, 97% of back to school customers are influenced by the promotions that businesses take part in. Plus, over the last 10 years, back to school shopping has increased by 42%. The growth in sales and consumer interest in promotions are evidence that your business can take part in this growing market.
Think of products and services that your business offers that could be utilized by students and their parents. Even if it’s not the traditional school supplies, you most likely offer something that can be used in a back to school promotion. Build digital and print ads that can run in print media and online. Be on the lookout for back to school special sections that will help direct shoppers to your business, because they will be looking specifically for those promotions.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, sending facts, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.