Jul 20, 2017
Back to School
Hosted by Justin Shoup and Vince
Let’s start with some statistics: https://nrf.com/resources/consumer-data/back-school-headquarters
- According to the National Retail Federation
(www.nrf.com) 2016 Back to School (including back to college)
spending was expected to reach $75.8 Billion. In fact,
back-to-school and back-to-college shopping is the second most
significant shopping event behind winter holidays.
according to an NRF survey, about 50% of consumers plan to start
back-to-school shopping three weeks to one month before school
starts. For back-to-college 33.8% plan to shop three weeks to one
month before and 26.1% at least 2 months before school
free shipping: almost 90% of consumers says they will plan to take
advantage of this offer.
No matter what type of store you are, you can take
advantage of this time of year:
Who is your target audience? Are you going to target high school, junior
high, elementary, college freshman or college upperclassmen? (Or
the parents of those individuals) or even teachers.
- Gift & Home
Decorate the dorm with candles, home accents, wine
glasses. Traditional back to
items: desk organizers, pens, stationery, notebooks, planners,
calendars, picture frames (possibly target teachers)
- Jewelry: Focus on your lower ticket items, accessories
for back to school. Target high schoolers, college students, or
even teachers. Look your best for your first day back.
- Clothing: Create a new look for your first day back. Be
the only one in your school to have XZY or you could use the
opposite strategy - everyone will have this - you need it,
- Quilting &
Sewing: Use Back-to-school
or back-to-the-dorm as a theme. More time on your hands now that
the kids are back in school? Sign up for one of our classes. Other
“hobby” type retailers could do this, too.
on college students getting their own place for the first time or
hair styles, hair color, nail polish, makeup, hair clips, etc. New
school year, new look.
Consign last year’s clothing and buy something new for this
Create Your Marketing Plan:
marketing early: 1-2 months before school starts
- Create a Retail Shopping List. Create a list of
items customers would need for back to school/back to college and
send it out via email and social. For example, style guide for
clothing store: tops, bottoms, shoes, accessories.
a discount for people that come in groups: parents that bring in
multiple children, groups of friends, groups of teachers,
up to 1 email per week. Many templates in SnapRetail in the Events
& Causes > Back to School category.
- Back-to-school can come up quick. Remind
customers on social media how many days are left until back to
school. Mention your local schools and universities
product photos on social media. Remind potential customers of the
benefit of the product.
you don’t have your customers segmented use Facebook ads. For
examples you could target teachers: Under Detailed Targeting:
Demographics > Work > Industries > Education and
- Create a Back-to-school and/or back-to-the-dorm
Pinterest board. Move that board up near the top of your
- Update an image in your image carousel on your
website homepage to focus on back to school (or create an icon on
- Create a back-to-school or back-to-the-dorm
landing page on your site with featured products OR create
back to school or back to the dorm category on your online
by making a list of what products you have for back to school
and/or back to the dorm
figure out who your target audience(s) are going to be.
planning your emails and social media posts in advance.