Summer just started, but savvy marketers are already kicking their back-to-school campaigns into high gear because the shopping season starts heating up in July.
To kids, summer just started and school seems far, far away. To online marketers, the start of summer means it’s time to finalize their back-to-school (BTS) retail campaigns. BTS is the second-biggest consumer spending event of the year, behind only the winter holidays. Last year, BTS spending reached nearly $84 billion, reversing years of flat retail sales for the season, according to Wal-Mart. Here are tips and insights into the habits of BTS shoppers to help marketers get to the front of the class and be prepared for the school shopping spree that’s just around the corner.
The early bird gets the BTS leads
When we say BTS shopping season is around the corner, we’re talking a couple of weeks from now. Here are some findings from Deloitte’s study of BTS shoppers last year:
- 21% start in early July
- 29% start in late July
- 37% start in early August
- 52% said they’d complete most of their shopping by mid-August
Last year, back-to-school search queries peaked during the week of Aug. 4, according to 2012 data from Experian, but the action really started to pick up at the beginning of July. That’s when the search volume began to steadily climb, eventually leading to a 44% increase in back to school searches seen the year before.
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