As summer winds down, the excitement of a new academic year begins to build. The back-to-school season is not just a significant event for students, parents, teachers, families and institutions, but it’s also a prime time for brands to get into the action of the back to school craze, where students and families alike are looking to update their wardrobe, school supplies, home decor and more!
Why Back-to-School Matters For Your Brand
With back-to-school and the start of fall, many individuals are looking at swapping out their wardrobe, buying new workwear, school clothing,shoes, supplies, and many more! It’s almost an excuse to go shopping as no matter where you turn – TV, social media, newspaper, in-store promotions – all you see and hear is back-to-school messaging!. With new beginnings come new needs, which is where your brand can profit.
Students, teachers, parents, individuals, families – almost everyone – are gearing up to settle into their new routines, from setting up their dorms to joining clubs and sports teams, to new fall pillows on their furniture, taking out their favorite fall jacket (and more). This preparation period is exciting and stressful at the same time, making it a crucial time for communities at large to stock up on essentials.
According to a survey from Williams College, 62% of student organizations reported an increase in participation compared to previous years, with 75% noting higher than expected membership. This rise in activity suggests students are eagerly engaging in various extracurriculars, including sports and clubs. So what does this mean for your brand? That means that these students and teachers and coaches need to make sure their last season outfits and shoes and all their equipment are up to par – and still fit – and it’s also an opportunity to justify buying something new! Deloitte did a survey and found parents are willing to splurge on their children’s must-have products, and 86% of surveyed parents have enrolled their children in extracurricular activities and plan to spend $582 per child on these activities (including fees and equipment).
Timing is Everything
Understanding the timeline of the beginning of fall and back-to-school season,shopping is crucial for aligning your brand’s marketing strategies with consumer shopping behaviour.
According to the National Retail Federation, more than half of back-to-school shoppers begin their purchases by early July. Specifically, 55% of shoppers have already started by this time. The trend continues, with 49% starting three weeks to a month before the first day of class and 23% beginning one to two weeks before school starts. Only a small percentage, about 5%, wait until the week classes start or later.
This indicates that while mid to late August is a peak time, many consumers start spending as early as June and July, highlighting the importance of being prepared early to engage with these shoppers.
The Financial Landscape: Focus on Sports Equipment
During the back-to-school season, there’s a notable spike in spending on sports equipment and athletic wear. Families are expected to allocate a significant portion of their budget to sports and fitness gear, with an average spend of $674 on apparel and supplies for college students (Student Beans Business). Items like running shoes, athletic apparel, backpacks, and sports-specific equipment see heightened demand as students prepare for school sports teams and outdoor activities (Student Beans Business) (ContactPigeon | Blog).
Fitness trends among college-aged individuals further amplify this demand. Participation in activities like running, cycling, and outdoor sports has increased, making this the ideal time for outdoor brands.
Seizing the Opportunity
Is your brand ready to get in the action for this new season? If so, consider these strategies:
- Launch Early Campaigns: Start your Back-to-School promotions early. Utilize email newsletters and social media to build anticipation and keep your brand top-of-mind as students begin their shopping.
- Offer Tailored Discounts: Provide exclusive discounts and bundles on sports equipment and athletic wear. Highlight these offers in a way that resonates with students’ needs, emphasizing both value and quality.
- Leverage Campus Presence: Organize on-campus events or pop-up shops to directly interact with students. This physical presence allows students to experience your products firsthand and builds a stronger connection to your brand.
- Engage Directly with Sales Associates: Through the ENDVR platform, brands can directly connect with retail sales associates, providing them with the knowledge and incentives needed to promote your products effectively. This direct engagement ensures that associates are well-informed and motivated to highlight your brand to student shoppers and create memorable shopping experiences that can drive brand loyalty.
To truly capitalize on the Back-to-School season, see how ENDVR’s platform can transform your brand’s engagement strategy. Watch a demo today and discover how we can help you connect with retail sales associates and students in a meaningful way. Let’s make this your brand’s best year yet!
