Back-to-school season is the second biggest shopping season of the year touching 29 million households and accounting for $27 billion in sales in the US. That said, the Back to School (BTS) season has increasingly become more diverse and complex for marketers. No longer should marketers focus on digital and traditional media buying strategies and tactics that focus only on the short time frame before the start of school or only focus their attention on one channel or market segment.
For marketers that want to create the biggest return for their advertisers dollars, they need to get smarter by diving into the data. Digilant is here to help. This post is the first in a four part series of infographics that reveal everything you need to know about BTS shoppers.
Download the full Back to School Infographic Here! Don’t forget to share #DigilantData.
Changes in the BTS market demand a new approach to buying advertising. One of the most important underpinnings to that approach is understanding that BTS segments are diverse. From the parents shopping for their kids to the college students shopping for themselves. Each segment is unique in terms of what resonates to them and how they will choose to allocate their money for BTS spending.
Our first infographic covers the following information:
- Who are the customers?
- 76% parents
- 88% college students
- Where do they shop?
- 56% in-store
- 22% online
- 35% on mobile device
- When do they shop?
- 60% before August
- 40% August and after
- 30% of searches happened in July
- Laptop shopping happens first and clothing later