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August 15, 2024
Content Director, Bizrate Insights
As you move through July and August, you can’t help but stumble across more and more back-to-school advertising whenever you turn on the radio or TV. It’s rampant. And rightfully so.
The National Retail Federation predicted Americans would spend $39 billion on back-to-school items for grades K-12 this year. Back-to-college spending is expected to be $87 billion. That represents $875 per household for K-12 and $1365 for back to college.
To help retailers get to the head of the class, Bizrate Insights surveyed 1,000 online shoppers in July 2024. The survey showed that 55% of our respondents would purchase for students K-12, while 37% indicated they were doing so for college students and 18% post-college.
This article highlights a few of my favorite selling tactics, from merchandising to fulfillment, with ten lessons (plus one extra credit) that kick off the season smartly. Results from the survey are integrated and reinforced to encourage shopper adoption.
Three in four shoppers will buy from mass merchants, though many other stores also see activity among back-to-school buyers.
It’s never too soon to get started, as our research revealed that 38% of shoppers were already in the buying spirit before July, with an additional 18% joining in during July. 38% had planned to begin in August, closer to school start dates.
Shoppers are divided in their preferred shopping channels, with many taking a multi-channel approach.
With the season reaching its peak at the time of this publication, it’s crucial to fine-tune your tactics and prepare for the final push. Let’s look ahead at what to expect in the coming days and weeks and how you can position your business for maximum impact — and learn important lessons for 2024.
Inspiration starts with Pottery Barn | Dorm. Featured looks include tags that allow shoppers to click for product details. Invaluable tips are incorporated, such as how to create a shared space.
In a world where everything for these teens has been tailored to the individual, the “Make the bed of your dreams” will win over these shoppers. As the bed is the focal point of every dorm room, Pottery Barn’s tools facilitate getting it right. Adopting such tools is growing, and 26% of respondents were on board.
As shoppers peruse the site or visit a store, creating a wish list allows teens and parents to collaborate. Inviting friends and family also facilitates gift-giving. Omnichannel means the ability to pick up your purchases near campus. The process is more convenient if you are lucky enough to have a store nearby. It’s all about having the complete package.
I can’t tell you how often my college-age daughter has used the word “inspo.” Target has taken note of the language of this generation. They have partnered with Pinterest to connect with the next generation of fashionistas heading to college.
With 15% of shoppers scouring social media for ideas, the integration of Pinterest is a wise addition to Target’s shopping experience.
A series of our survey questions focused on promotions. Shoppers are concerned with the economy and inflation, with 2 in 3 very focused on finding value and savings. Of course, the approach to saving money will be as varied as the individuals.
Aerie has been a promotional brand for as long as I can remember. They aren’t kidding that the site highlights 30-70% as summer heats up. This is an ideal time for students to enjoy early back-to-school shopping. 60% of shoppers will be in the market for apparel and accessories, so they are poised to pounce on these promotions.
One feature that I found appealing here was Today’s Offer. This allows the shopper to quickly review all the deals on the site at a glance to ensure they are aware of all the possibilities.
Apple is once again on top of its game with its college promotion. They highlight its exclusivity, “Only at the Apple Store,” and are savvy in getting shoppers to spend later with a $150 gift card.
I found this in late June, and their long buying window until September 30 is family-friendly.
School is always in session early at Office Depot. Both efficiency and savings are seen as they enable access to back-to-school supply lists provided by the schools.
Thirty-two percent of survey respondents suggest they will utilize such lists. They encourage shoppers to visit the store by highlighting an “in-store only” purchase of a backpack, which gets shoppers 25% off on qualifying school supplies.
Shoppers are eager to take advantage of these promotions, as 29% will visit stores to do just that. Our research survey also shows that 57% will purchase backpacks, and a substantial 65% will be in the market for school supplies, the #1 category, so the combination gets high marks.
Mobile phones continue to play an essential role, as 31% intend to use mobile apps, and 25% will research and/or purchase on a mobile device.
Knowing that many shoppers have chosen mobile as their preferred shopping option, Wayfair quickly directs their Waybors to exclusive deals and perks on their app.
You may have seen some of Ikea’s commercials about saving money by now. What a creative way to present these boxed-up and ready-to-go packages.
Their approach to selling the basics is convenient and cost-effective, hitting both chords for back-to-school shoppers.
For most, it’s about the list, a logical starting point for many parents with a readily available search tool. 23% of our shoppers will create a shopping list on a site to guide their efficiency.
Target’s reference to the app reminds shoppers of the ultimate convenience. I like the ability to buy everything you need with one click. It saves shoppers time; in the worst-case scenario, they can always return to a local store.
Staples uses navigation to allow shoppers to find school supplies quickly by grade. As this is the starting point for most shoppers, such efficiency can be an essential time-saver for parents.
Shoppers need advice and tools to do the job, and retailers have obliged. Checklists and shopping lists can kickstart the process and create a smooth shopping experience.
There’s always something you need that you didn’t think about. This visual suggests that shopping is sometimes a joint effort. 19% of survey respondents reveal they preview products online with their students.
Best Buy highlights key computer features to narrow the choices based on shopper specifications. The goal of finding the right computer includes available chat assistance.
Staples smartly integrates the guides into categories for assistance where direction is needed most. On a side note, their deals under $600 are perfectly positioned for deal seekers.
Walmart takes logistics to a new level. When searching for products, shoppers can search by fulfillment speed.
That means I can get my order anytime or if I want it faster (including today, tomorrow, or within two days). This type of delivery control gives the shoppers the flexibility they need.
In our survey, we asked, “Which of the following are ways you anticipate completing your back-to-school shopping?”
Office Depot touts same-day delivery for orders placed before 5 p.m. alongside in-store and curbside pickup. To save money, they highlight a price match guarantee and reinforce the many reasons to shop with them.
Taking it one step further, DICK’S Sporting Goods allows for near-campus delivery, which is expected to be in play for 8% of those surveyed. They emphasize convenience and provide instructions for shoppers.
Back-to-school season is in full swing, and it’s evolving into a sophisticated multi-channel campaign. Even ecommerce giant Amazon has embraced traditional marketing methods, sending out a “Hello Students” catalog to showcase its diverse offerings. This blend of digital and physical strategies underscores the complexity of retail engagement today.
Looking ahead, we can anticipate:
The true measure of success in this back-to-school season will be twofold: how well-prepared students are for their academic journey, and which retailers have most effectively captured market share and customer satisfaction.
As the dust settles, you’ll gain valuable insights into consumer behavior and retail strategies that will shape future shopping seasons. If you need help tracking the ecommerce customer experience at this critical time of year, book a free consultation with Bizrate Insights.
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