School is Starting Super Early This Year

We’re getting into that time of year that requires caffeinated thinking → back-to-school followed by the Autumn and Winter holidays. The marketing wheel is spinning faster now - do you feel it?

And did you also notice that school is starting earlier than ever this year? (In Arizona the kids were at their desks on July 15!) Most of us (rightfully) believe that holiday creep is a corporate conspiracy to get us to spend more - but how did those wily devils get the schools to go along with it too? ;-)

Turns out it’s not a marketing ploy after all → contemporary school schedules account for longer days off during the school year (like a week for Thanksgiving in some districts); snow days; and a longer prep time runway for standardized testing - that sort of thing. (Not a corporate conspiracy).

But, since they’re doing it anyway, it’s a great opportunity for brands and boutiques to take advantage.

According to the NRF, 32% of all shoppers started their Back to School shopping in June, with Millennials and Zoomers spending the most.

So, what are people buying this year? Nostalgia has a lot to do with style choices:

Fashion: Wide-legged premium denim jeans are reportedly the hottest item for clothing. Also in demand: conversation boosting T-shirts, cute tops, low profile shoes, chunky sweaters and any other stylish item that pairs well with jeans. Returning to Y2K inspired fashion, small shoulder bags have made a return. Sneakers/ trainers/ tennis shoes are consistently important - their adaptability to so many looks, durability, and common sense comfort help the category experience a more concentrated BTS lift throughout July, August and September.

Decor: Create the perfect dorm room with cute bedding, air purifiers, inspirational artwork, (those Hang in there Baby posters come to mind) makeup mirrors, small appliances like refrigerators, desks and laptops.

Beauty: Lip liner sales are up this year again along with glosses and lip treatment products. Tinted lip oils and balms, gentle gel cleansers, hydrating hand sanitizers, deodorants, and mists are doing well. Gentle starter skincare that is unscented and easy to use is also very popular. Premium Oral Care products that approach gum health like skincare feel like an affordable luxury.

Toys and Gifts: According to Circana, those of us aged 15 and older have lifted sales of various toys by 111% since 2020 and overtaken the 10–14 age group. Globally, North America’s 15+ toy consumer market is twice the size of Europe’s and four times the size of Asia’s.

What can you do as a brand to maximize your BTS opportunities this year?

Try not to look at the season as one mystery novel to race through - instead take it chapter by juicy chapter.

Surveys show that price conscious consumers are buying things as they go along this year, rather than investing in everything for their kids in one fell swoop.

For the first day of school parents are stocking up on supplies like notebooks and backpacks, then shifting to a great outfit for picture day along with trendy makeup; followed by cold weather gear when that hits in various parts of the country.

Tips for making the most of BTS

Strategy and Timing

Start early: If you haven’t already, launch marketing campaigns asap.
Omnichannel presence: Connect online ads, social media, blog posts, and physical store displays so customers see the same message everywhere.
Mobile optimization: Make sure your website loads fast and works well on phones since a majority of parents shop on mobile devices. Phones and tablets drive roughly 76% to 77% of total retail and e-commerce website visits.

Consider Who’s Influencing Purchasing

Many polls show that children heavily influence the brands that go into shopping carts. Not surprisingly 58% of parents say that kid’s preferences have the most influence on what they buy for BTS. Kids are exposed to a variety of brands and products for weeks through friends and media, and school-provided supply lists shape more than half of purchases. With younger children, parents set the budget and make the final decision.
If teens are your target market they’ll often buy things themselves using their own money from after school jobs or allowances. They’ll be influenced by their friends and be more focused on trendy outfits, cool notebooks, hip tech accessories, and specific sport gear.

Offers and Content

Bundle products: Group popular items together at a lower price to increase the total amount people spend.
Student and teacher discounts: Offer special deals for college students and teachers to build loyalty.
Helpful content: Share checklist guides, style tips, or gift guides to make shopping easier for families.