Ready, Set, Back-To-School Shop!

By Alicia Fiorletta, Senior Editor 

We’re currently in the prime time of back-to-school season. If you turn on the TV, you’ll probably be hit by a wave of themed commercials and limited-time sales on products ranging from electronics, to backpacks and even blue jeans. 

But what trends will reign supreme during this popular sales period? Based on our research and coverage, a few things come to mind: 

1. Parents are pulling back on spending: Now, don’t panic. Although spending for the average K-12 family is expected to drop this year from $669.28 to $630.36, this mean tumultuous waters are ahead for retailers. Last year, consumers were recognizing the economic recovery and had increased demand for many back-to-school items. This led to a significant boost in sales. This year, product demand is evening out. 

   Takeaway: Sure, spending is expected to fall a tad, but that doesn’t mean you shouldn’t try to engage your customers and drive impulse sales! Embrace flash sales and daily deals as a means to promote specific products that tie to back-to-school. If the deal is good enough, they won’t be able to resist! Want to see how other retailers are creating compelling campaigns across channels? Check out our detailed back-to-school coverage here. 

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2. Back-to-school shopping isn’t limited to August: Up to 31% of parents plan to complete their back-to-school shopping after the school year begins, according to Deloitte. Conversely, research from ICSC indicates that about the same number of consumers (34%) started their back-to-school shopping prior to July 1.

   Takeaway: You may have missed the boat on implementing campaigns earlier in the summer, but take the opportunity to think big-picture campaigns through the rest of the month and into early fall. Think of how you can continue the conversation and relationship with consumers after this key shopping month. For example, send follow-up emails to consumers with ideas on how to style their back-to-school clothes. This is a great opportunity to retain customers, keep them engaged and encourage them to come back to you for all their shopping needs. 

3. It’s all about mobile: As if the retailers out there had a doubt, parents will be using their mobile devices to ensure they make the best buying decisions while shopping for their children. According to research from Retale, 78% of parents will use their smartphones to shop. Moreover, 62% of them will use their mobile devices to search for coupons and deals. 

   Takeaway: Think about how you can use mobile to deliver timely and relevant messages to customers. After all, 89% of parents will select a retailer for back-to-school shopping based on deals available on mobile devices. So if you’re not giving customers what they want, you’re missing out on a huge sales opportunity! 
   

How does your business plan to boost sales during the back-to-school season and into the fall? Share your thoughts in the comments section below!