While traditional back-to-school retail campaigns target moms and dads, it’s time to incorporate a top trend: Millennial spending. According to the NRF, teenagers spend millions of dollars of their own money on back-to-school items, and 1 in 10 parents say back to school purchases are influenced by their teens. If your back-to-school marketing campaigns are geared more toward the younger members of the household, chances are you’ll get a bigger chunk of their business.
Almost half of all back-to-school shoppers start preparing three weeks to one month before the first day of school. With schools across the country starting between mid-August and mid-September, your first marketing campaigns need to hit consumer media in mid-July to maximize conversions. Your customers may not want to think about going back to school while they’re still lounging on the beach, but try offering them a softer sell or “early bird special” promotion. Ease early shopping concerns by helping them get the shopping done ahead of time and on or under budget.
Back-to-school shoppers fit the trend of increased shopping on smartphones and tablets, but they may only be using these devices to research products, compare prices and look up your store information, while still making their actual purchases in store. Make sure your brand site and app, if applicable, are up to date by mid-July with back-to-school-specific offers, and leverage digital promotion intelligence to ensure those online efforts are directly tied to individual offline sales.
If retailers want to make up for last year’s Back to School sales slump, now is the time to prepare.
View our 2014 back-to-school infographic. The promotion strategies to capture wallet share are still great stepping stones for a successful season!