As the summer winds down, a pivotal period for retailers begins—back-to-school (BTS) season. Often referred to as the "silent sales booster" of Q3, this period can be almost as profitable as the holiday season for many brands. With a combination of growing consumer demand and strategic marketing, back-to-school season can significantly impact your bottom line. Here's everything brands need to know to maximize their marketing efforts during this critical time in 2024.
Back-to-school season is more than just a shopping event; it's a crucial moment in the retail calendar. The National Retail Federation (NRF) estimates that BTS and back-to-college spending could reach nearly $39 billion and $87 billion, respectively. These figures demonstrate that this season represents a major financial opportunity for brands—especially those in categories like clothing, electronics, shoes, and school supplies.
Much like the winter holidays, the back-to-school period spans several months, with sales peaking from late July through August. These months are ripe with shopping holidays, including Amazon's Prime Day, Labor Day sales, and even Fourth of July promotions. For brands, this is the time to launch strategic campaigns that tap into BTS spending surges, ensuring that customers choose your brand over competitors during this high-stakes season - If your campaign has yet to run for weeks, it may be too late.
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The Current Economic Landscape
Despite its importance, back-to-school shopping in 2024 is happening amid economic uncertainty. Inflation, high costs of living, and financial pressures are shaping consumer behaviour. According to Deloitte's annual survey, BTS spending is expected to drop slightly to $31.3 billion, a dip from the $31.9 billion spent in 2023. Low- and middle-income families are particularly feeling the squeeze, with spending predicted to decline by 4-9%.
"Parents want convenience and deals. We ordered curated school supply bundles at a discount, increasing average order values by 22%. We also gave teachers promo codes for classroom essentials, boosting new customer acquisition by 32%." - Dieter Hsiao, CEO of DIVISA
These economic conditions mean that brands must be laser-focused on value-driven messaging. Consumers, especially parents like me, are seeking deals, and many are willing to switch brands to find more affordable options. This year, brands must balance price competitiveness with quality, offering compelling reasons for consumers to stay loyal.
Key Sectors and Consumer Spending in 2024
The sectors seeing the highest demand during BTS season remain consistent, with clothing, electronics, shoes, and school supplies taking the lead. According to the NRF, in 2024, the average consumer is expected to spend $874.68 on back-to-school items. Here's a breakdown:
Clothing: $253.29
Shoes: $170.43
Electronics: $309.35
School Supplies: $141.62
These categories dominate consumer spending during BTS shopping, but it's important to note that brands outside of these categories can also capitalize on this season. Parents may make additional purchases for themselves or opt for non-essential items that catch their eye while shopping for their children.
The Influence of Gen Z and Gen Alpha
A growing trend in back-to-school shopping is the influence of younger generations on purchasing decisions. According to Wavemaker, twice as many parents consider a brand when their kids are involved early in the shopping journey. This makes Gen Z and Gen Alpha powerful influencers in BTS shopping, as these digital-savvy young consumers often guide their parents toward specific brands, trends, and products.
"What we've seen with Gen Z, Gen Alpha is that the strong influence at the very start of the journey leads to twice as many parents considering a brand," said Krithika Rosenthal, group director of strategy for GroupM's Wavemaker U.S. agency. "That's why it's important not just to influence the parents, it's also important to think about how we connect with the kids."
Incorporating storytelling into your marketing efforts can effectively engage this demographic. Urban Outfitters, for instance, launched a successful BTS campaign centred around influencers creating brand-forward Pinterest boards. For marketers, it's crucial to recognize that this younger audience values authenticity, diversity, and relatable messaging more than traditional advertisements. Brands that connect with them through influencers, user-generated content, and immersive experiences will stand out during this competitive season.
Strategy for Maximizing Sales in the Final Push of Back-to-School Season
As we approach mid-August, we are hitting the peak of back-to-school shopping. At this point, the focus should be on maximizing sales in the final stretch before students return to school. Here's how brands can develop an effective strategy:
1. Targeted Promotions and Discounts
Targeted promotions and discounts are essential tactics for brands looking to capitalize on back-to-school (BTS) shopping during the final weeks of the season. Consumers are not only looking for deals but are increasingly using promotions as their primary motivator to make purchasing decisions. In 2024, 85% of shoppers are planning their back-to-school purchases around sale events, such as Amazon Prime Day, Labor Day sales, and various back-to-school promotions. To make the most of this behaviour, brands must adopt sophisticated, data-driven approaches to promotions and discounts that resonate with price-conscious and deal-seeking shoppers.
Personalized Promotions Based on Customer Data
Personalized promotions are among the most effective ways to increase conversion rates during the BTS season. Brands can use customer data, such as previous purchase history, website interactions, and browsing behaviour, to create customized offers more likely to appeal to individual shoppers. For example, a customer who previously purchased school supplies might be targeted with promotions for complementary items such as backpacks or lunchboxes.
An article from Justuno highlights the effectiveness of this approach. Brands offering early access to sales and exclusive promotions through their apps saw significant customer lifetime value (LTV) and retentionincreases. These promotions were not only successful during the back-to-school season but also helped set the stage for higher engagement and sales during Q4. This strategy can be applied in the final weeks of BTS shopping by offering flash sales or limited-time discounts to loyal customers or those who have previously interacted with specific product categories.
Bundling and Dynamic Product Recommendations
Dynamic product bundling is another strategy brands can use to increase average order value (AOV) during the BTS period. By grouping related products together and offering them at a discounted rate, brands can simplify the shopping process for parents while driving higher revenue. For example, an online retailer might bundle school uniforms with shoes and accessories, offering a 10% discount when all three are purchased together.
A successful example of this approach can be seen in Target's back-to-school strategy. Target has consistently leveraged product bundling to increase BTS sales by offering themed "kits" that include school supplies and accessories, which are packaged together at a discounted rate. This not only encourages parents to buy everything they need in one go but also helps the retailer sell more products per transaction.
Similarly, online brands like Shopify-powered stores use dynamic recommendations to show shoppers products that complement what they already have in their cart. For example, a parent adding a laptop to their cart might be shown a matching laptop case or mouse pad as a suggested add-on purchase, with a small discount applied if both items are bought together.
Flash Sales and Time-Limited Discounts
Flash sales are a powerful tool during the last-minute rush of back-to-school shopping. These short, high-impact sales create a sense of urgency and capitalize on consumers' fear of missing out (FOMO), which can drive immediate purchases. For instance, offering a "24-hour flash sale" on essential school supplies or electronics in mid-August can prompt indecisive shoppers to purchase before prices go back up.
A prime example of this strategy is Amazon's use of Prime Day to kick off BTS shopping. In 2023, Amazon reported record-breaking sales during Prime Day, with a significant portion of the purchases being back-to-school items such as laptops, school supplies, and clothing. This year, the retail giant followed a similar strategy, using its back-to-school campaign to launch short-term discounts that encouraged shoppers to finalize their purchases early in the season.
Brands that do not typically offer discounts can still use this strategy without devaluing their products. Instead of reducing prices, they might offer value-added promotions like free gifts with purchase or free shipping on orders over a certain amount. This approach allows brands to remain competitive during the BTS season without eroding their margins.
Geo-Targeted Promotions and Localized Campaigns
Geo-targeting is another effective strategy for creating targeted promotions that cater to specific regional needs. For example, a brand might offer discounts on college-related items, such as dorm essentials, to shoppers located near university campuses. By tailoring promotions to local markets, brands can create more relevant and appealing offers that drive both online and in-store traffic.
Retailers like Pacsun have embraced this strategy by using QR codes on store windows to direct passersby to localized promotions). This strategy can be particularly effective during the last weeks of the back-to-school season when many students prepare to move into dorms or return to school. For example, a retailer might offer exclusive in-store discounts to shoppers who scan a QR code on the window display, encouraging them to visit the store before the new school year begins.
Geo-targeting can also extend to mobile promotions, where brands use geo-location data to send targeted push notifications or mobile ads to shoppers within a specific radius of a store. RetailMeNot reported that 56% of retailers plan to use geo-targeted mobile coupons to drive traffic during the BTS season. This approach allows brands to capture shoppers' attention who may be nearby but undecided about where to shop.
2. Enhanced On-Site Experience
As consumer expectations evolve, having an enhanced on-site experience has become crucial to converting back-to-school (BTS) shoppers. In 2024, brands are expected to compete not just on price but also on convenience, personalization, and user experience. A well-optimized website or mobile app can be the difference between a visitor bouncing away and making a purchase. Enhancing the on-site experience involves creating a seamless, personalized, and engaging journey for the shopper from landing on your site to checkout. Let's explore how this can be applied during the BTS season through concrete strategies and case studies.
Dedicated Back-to-School Landing Pages
A key component of enhancing the on-site experience during BTS shopping is the creation of dedicated landing pages or sections focused entirely on back-to-school products and promotions. These pages help streamline the customer journey, making it easier for parents, students, and educators to find what they need without navigating through unrelated categories.
For example, Walmart's back-to-school strategy includes a specialized landing page aggregating all school-related items—from supplies to clothing and electronics—in one place. The layout is intuitive, with filters for grade level, product type, and price, which helps shoppers quickly narrow down their choices. A dedicated BTS page allows brands to personalize the content, suggest popular products, and showcase deals related to school preparation.
Additionally, a strong call-to-action (CTA) placed prominently on the homepage directing visitors to the BTS section can boost conversion rates. Brands can also include banners highlighting limited-time offers, free shipping, or exclusive promotions available for BTS shoppers. According to data from Shopify, stores that implement dedicated back-to-school sections see a higher engagement rate and better overall sales performance during this critical period.
User-Generated Content (UGC) and Social Proof
User-generated content (UGC) is increasingly significant in building trust and credibility during the back-to-school season. Including product reviews, photos, and videos from real customers provides authentic social proof, which can be a powerful motivator for indecisive shoppers.
A case study from the clothing brand Urban Outfitters demonstrates the effectiveness of UGC during back-to-school campaigns. In their 2024 BTS campaign, they partnered with influencers to create custom Pinterest boards that featured back-to-school outfits, accessories, and lifestyle products. These boards were made in physical pop-up stores, connecting digital content with real-world experiences. On their website, they showcased these influencers' boards and allowed customers to shop directly from the featured styles. The strategy not only enhanced the on-site experience by integrating social content but also drove higher engagement through curated, relatable fashion tips.
UGC can be used similarly on e-commerce websites by featuring back-to-school "lookbooks" created by real customers, displaying photos of their kids in the school outfits they purchased, or showing genuine reviews of popular products like backpacks or electronics. These user testimonials help increase trust and push customers further along the purchase funnel.
Personalized Shopping Experiences
Personalization is one of the most powerful tools for enhancing an on-site experience. By leveraging data such as browsing behaviour, purchase history, and demographic information, brands can offer tailored product recommendations, promotions, and highly relevant content to individual shoppers.
Amazon is a prime example of a retailer that excels in personalization, especially during key shopping seasons like back-to-school. By utilizing sophisticated algorithms, Amazon can show shoppers products that align with their preferences and past purchases, making the shopping experience faster and more convenient. Personalized recommendations based on cart items can also drive additional sales by suggesting complementary products.
According to a report by Evergage, 88% of marketers say that their customers expect personalized experiences on-site. For instance, a parent purchasing school supplies might see recommendations for age-appropriate electronics or educational tools based on the grade level entered during their browsing session. This level of customization enhances the shopper's experience and increases the likelihood of conversion by reducing the cognitive load required to search for relevant products.
Interactive Content and Product Demos
Another powerful tactic for enhancing the on-site experience during the back-to-school season is the inclusion of interactive content and product demos. This could take the form of videos, 3D product previews, or even augmented reality (AR) features that allow customers to see how products fit into their lives.
For example, Irem Isik, Head of Marketing of Storyly—a content platform—emphasizes the importance of incorporating interactive content to elevate the shopping experience. She recommends using short videos, product demos, or interactive quizzes to engage shoppers and provide more context around how a product might be used in a school setting. One potential application could be a video demo showing a backpack's durability or a laptop's features, helping parents feel more confident about making high-value purchases.
Interactive elements can also help build excitement around new products or limited-time offers. For instance, based on the answers, a quiz asking parents about their children's school needs could automatically suggest a curated list of items to purchase. This kind of gamification keeps users engaged and makes the shopping experience more enjoyable.
Optimized Checkout Process
Finally, optimizing the checkout process is crucial for converting back-to-school shoppers. According to Baymard Institute, nearly 70% of online shopping carts are abandoned due to complex or frustrating checkout processes. To avoid losing customers at this critical stage, brands must ensure their checkout experience is as smooth and frictionless as possible.
One way to enhance the checkout process is by enabling guest checkout options, minimizing the number of required form fields, and offering multiple payment options, including buy-now-pay-later (BNPL) services. Additionally, integrating one-click checkout solutions like Amazon Pay or Apple Pay can make the process faster for returning customers. For example, brands like Staples have implemented simplified checkout processes during BTS season, offering options like curbside pickup or fast delivery that cater to busy parents.
3. Multichannel Engagement
As consumer behaviour continues to evolve, particularly during high-stakes shopping seasons like back-to-school (BTS), brands must adopt a multichannel engagement strategy to maximize their reach and conversions. In 2024, with 70% of consumers using multiple shopping channels, including online and in-store formats, brands cannot afford to rely on just one channel. Successful multichannel engagement requires brands to create consistent, seamless, personalized experiences across various platforms—whether through social media, email marketing, retail media networks, or in-store activations.
Let's dive into how brands can implement an effective multichannel engagement strategy during the critical final stretch of the BTS season.
Consistent Messaging Across Channels
One of the critical elements of multichannel engagement is ensuring consistent messaging across all touchpoints. This means that whether a consumer interacts with your brand on social media, through email, or in a physical store, the experience should be unified and cohesive.
A good example of this strategy in action is American Eagle's 2024 back-to-school campaign, "Live Your Life." This campaign spanned multiple channels, including social media, email marketing, and in-store displays, all focused on promoting self-expression and inclusivity, which resonate deeply with Gen Z. By unifying their message across digital and physical channels, American Eagle ensured that their core brand values remained consistent regardless of where the customer interacted with them. This cohesive approach strengthens brand recognition and trust, making consumers more likely to choose that brand when making back-to-school purchases.
Additionally, brands like Target have embraced the challenge of multichannel engagement by integrating online and offline experiences. Target's mobile app helps users locate back-to-school items and offers discounts through its Circle Rewards Program that can be redeemed both online and in-store. This ensures that they receive consistent rewards and messaging no matter how or where customers prefer to shop.
Leveraging Social Media to Engage Gen Z and Gen Alpha
Social media is a dominant force when it comes to engaging younger consumers, mainly Gen Z and Gen Alpha, during the BTS season. According to Deloitte, 33% of back-to-school shoppers plan to leverage social media for their purchases. This trend is even more pronounced among younger generations, who are known for valuing influencers, social proof, and authentic content over traditional advertising.
A case study that highlights the power of social media in multichannel engagement is Urban Outfitters' 2024 "Shift Happens" back-to-school campaign. By partnering with influencers to create curated Pinterest boards, Urban Outfitters was able to meet the audience where they spend their time—on social platforms. These influencers shared BTS outfit ideas and lifestyle tips, which were further amplified by in-person activations and pop-up stores. This campaign demonstrated how social media can be used not only to inspire and engage but also to drive consumers to other channels, such as physical stores or e-commerce sites.
For brands looking to engage Gen Z and Gen Alpha, storytelling is a key component of successful social media campaigns. By tapping into trends like TikTok challenges, Instagram Reels, or Pinterest "mood boards," brands can create interactive, shareable content that drives engagement while subtly promoting their products. These younger audiences spend much of their time on social media, making it a critical component of any multichannel strategy.
Retail Media Networks and Targeted Advertising
Retail media networks are becoming an increasingly important in multichannel engagement, allowing brands to target shoppers directly on retailer websites and apps. These networks offer a powerful way to reach consumers while they're already in a buying mindset, enhancing the likelihood of conversion.
A great example of this is Walmart's retail media network, which allows brands to advertise their back-to-school products directly to Walmart's vast online audience. In 2024, Walmart reported that its retail media network significantly increased product visibility and sales during the back-to-school season. By targeting specific demographics, such as parents shopping for school supplies or college students looking for dorm essentials, brands can ensure that their ads reach the right audience at the right time.
Retail media networks also enable brands to tie their online ads to in-store experiences. For example, geo-targeted ads can drive foot traffic to brick-and-mortar stores by offering exclusive in-store promotions or discounts. These ads can be customized based on the user's location and shopping behaviour, ensuring a highly personalized experience.
Email Marketing and Omnichannel Funnels
Email marketing remains a vital channel for engaging back-to-school shoppers, especially when integrated into a broader omnichannel funnel. Brands that combine email with other channels like social media, mobile apps, and in-store experiences can create a seamless journey for consumers, guiding them from awareness to purchase.
One practical use of email marketing in a multichannel engagement strategy is by providing personalized product recommendations and exclusive offers. For example, Kohl's has successfully used email to remind customers of their loyalty points and to promote targeted back-to-school sales. By integrating this with their mobile app, Kohl's allows customers to seamlessly use the discounts they receive via email, either in-store or online, creating a cohesive and convenient shopping experience.
Another effective email strategy involves sending cart abandonment emails that are timed to coincide with other promotions, such as flash sales or back-to-school events. These emails remind shoppers who may have been browsing on their phones but didn't complete their purchase. When coupled with social media retargeting ads, this can help capture missed conversions and drive consumers back to the checkout.
In-Store Engagement with Digital Integration
The role of physical stores during back-to-school season is far from obsolete, but the nature of in-store engagement has evolved. Successful multichannel engagement requires integrating digital and in-store experiences to provide a unified customer journey.
For instance, stores like Best Buy have integrated QR codes in their physical locations to direct shoppers to online-only deals, product reviews, and more detailed product information. This engages customers digitally while they are in the store and allows them to compare prices, check stock availability, and even order online for home delivery if the product isn't available in-store.
Pacsun also exemplified this strategy by incorporating a QR code that led to their Pinterest BTS campaign. This allowed them to connect in-store traffic with their online social media efforts, creating a seamless digital-to-physical experience. Similarly, other brands use in-store kiosks where customers can access the full range of online products, further merging the physical and digital shopping experiences.
4. Emotional and Value-Driven Messaging
In an era where both value and authenticity increasingly drive consumers, emotional and value-driven messaging has emerged as a powerful marketing tool, especially during high-stress periods like back-to-school (BTS) shopping. This strategy involves creating emotional connections with your audience while also delivering tangible value—be it through savings, convenience, or the promise of a better experience. Brands that successfully balance emotional appeal with value-driven content often find themselves at the forefront of consumer loyalty and preference.
Let's delve into how brands can implement emotional and value-driven messaging effectively during the BTS season, supported by real-world examples and case studies.
Building Emotional Connections Through Storytelling
One of the most effective ways to implement emotional messaging is through storytelling. Rather than simply promoting products, brands that tell stories—particularly stories that resonate with the challenges and aspirations of their target audience—are more likely to foster a deep emotional connection.
Take Instacart's 2024 back-to-school campaign, for example. Instacart launched ads focusing on the hectic nature of back-to-school preparation, with emotional appeals centred around family moments. One of their ads highlighted a parent's rush to finish everything, juxtaposed with moments of tenderness and connection with their child. The ad concluded with the message, "amid the chaos, what matters most is spending time with your kids," emphasizing how Instacart can help simplify shopping. This campaign didn't just focus on convenience; it also connected with parents' deeper emotional needs to balance time and responsibilities during a stressful period.
Similarly, Amazon's BTS campaign tapped into humour and relatability. They used comedic ads featuring actors like Michelle Buteau to address the financial pressures of the season, with a message that encouraged parents to "spend less on your little freeloaders" while still providing what their kids need for school. This light-hearted yet value-driven messaging struck a chord with parents facing budget constraints, offering relief through humour while positioning Amazon as a cost-effective solution.
Tapping Into Parental Guilt and Pride
Parents often face conflicting emotions during the back-to-school season—guilt over not spending enough time with their children or anxiety over not providing the "best" for them, juxtaposed with pride in their children's growth and accomplishments. Brands that recognize and address these emotions can make a powerful impact.
One brand that has effectively leveraged parental pride and guilt is JCPenney. In their 2024 campaign, JCPenney focused on the idea of making parents feel good about the choices they are making for their children. Their ads centred around the tagline "Back-to-School Confidence," promoting clothing and accessories that help kids feel ready for a successful year while offering affordable pricing. JCPenney connected emotionally while addressing parents' financial concerns by reassuring parents that they can provide both quality and style without breaking the bank.
Connecting with Multicultural Audiences Through Relatable Messaging
Emotional messaging becomes even more powerful when it resonates with diverse cultural backgrounds. Marketers must now tailor their messaging to reach multicultural families and reflect the diverse experiences of today's parents and children.
According to Wavemaker, Gen Z and Gen Alpha are the most diverse generations ever, and their parents often reflect that diversity. For example, Hispanic families tend to value nostalgia and community, while Asian families usually prioritize reputation and education. Brands that recognize these cultural nuances can create campaigns that speak directly to the values and emotions of these diverse groups.
A successful case study in this arena is from American Eagle, which launched a back-to-school campaign emphasizing inclusivity and individuality. Their "Live Your Life" campaign invited students from various backgrounds to share their self-expression and identity stories using social media and in-store displays. This emotional approach not only resonated with Gen Z's desire for diversity and representation but also engaged their parents, who appreciated seeing their children's identities celebrated in a positive and supportive way.
For brands looking to connect emotionally with multicultural audiences, incorporating storytelling elements that reflect different cultural values—whether it's through music, language, or imagery—can foster deeper connections with a broader audience.
The Role of Nostalgia in Emotional Messaging
Nostalgia is another powerful tool in emotional messaging, particularly for parents who remember their own school experiences while shopping for their children. Brands that evoke nostalgia can tap into positive emotions and create a sense of comfort and familiarity.
Coca-Cola is a classic example of a brand leveraging nostalgia in its marketing. Although not directly tied to back-to-school, Coca-Cola's messaging often draws on memories of shared moments, such as lunch breaks and sporting events, creating an emotional connection that reminds consumers of the brand's presence during critical moments in their lives. Brands can use this same approach during BTS season by evoking memories of school days gone by, using familiar icons, themes, and even vintage aesthetics that remind parents of their childhood.
In 2024, Hershey's tapped into nostalgia with their "Back-to-School Moments" campaign, which featured ads highlighting the joy of giving and receiving a Hershey's treat in lunchboxes—something many parents could relate to from their own childhoods. This campaign focused on creating emotional connections through shared family traditions, reinforcing the brand's role in making school days memorable.
Balancing Emotion with Value-Driven Offers
Emotional messaging is most effective when balanced with value-driven content that reassures consumers they are making wise financial decisions. In a financially challenging climate, brands must communicate that they understand their customers' budget constraints while connecting emotionally.
Walmart's BTS strategy is a prime example of this balance. Their campaign emphasized the emotional satisfaction of being prepared for the school year while also delivering the message that Walmart offers the lowest prices on essential school items. By pairing emotional appeals—such as the excitement of starting a new school year—with value-driven offers like price matching and discounts, Walmart successfully connected with budget-conscious parents and emotionally invested in their children's success.
The key to successful emotional and value-driven messaging is finding the right balance. Brands must not only appeal to the heart but also provide tangible benefits that make consumers feel good about their purchase decisions.
Why Back-to-School Matters
Back-to-school season is a powerful sales driver in Q3, allowing brands to increase revenue and strengthen customer relationships before the year-end rush. Despite economic uncertainty, BTS remains a period of high consumer activity, making it essential for brands to deliver value, authenticity, and convenience. By aligning marketing efforts with consumer behaviour—whether that's through strategic discounts, personalized experiences, or emotional storytelling—brands can make the most of this crucial period and set the stage for continued success into Q4.
With the right strategy, back-to-school can be more than just a seasonal event—it can be a stepping stone toward long-term growth and customer loyalty.