Back-to-school shopping in the United States is a quintessential experience that marks the end of summer and the anticipation of a new academic year. It's a period filled with excitement, nostalgia, and the scent of freshly opened notebooks and sharpened pencils.
Each year, typically beginning in late July, peaking in August, and finishing in early autumn, families across the country go to a ritualistic shopping. Department stores, big-box retailers, and online marketplaces buzz with activity as students from kindergarten to college prepare to hit the books.
Behavioral Audience
As education becomes more personalized, so does back-to-school shopping. With the rise of individualized learning plans and home-schooling, shopping lists are becoming more tailored to specific educational needs.
According to Capital One Shopping research, Americans spent a total of $135.5 billion for back-to-school and back-to-college shopping in 2023. And the numbers presumably will continue growing. For example, in the last 2023 year, the average household spent $890.07 for back-to-school shopping. This year consumers intend to spend $918 for their children to go to school.
Based on Statista, some of the most common educational necessities include clothing and accessories, as well as school supplies, such as books, pens, backpacks, and more. An interesting fact is that the number of people buying school-necessitated electronics has increased significantly: on average, about 70% of parents in the United States planned to buy computer-related equipment in 2023. The situation in 2024 will definitely be similar to 2023.
What can Datonics offer?
The back-to-school shopping season in the United States is a significant retail event, with a diverse target audience that includes students, parents, and educators. In the digital era, data-owning companies can show the easiest ways to target your customers as we know all the back-to-school shopping values and trends. Datonics can be a big help for your business.
To effectively reach these diverse audiences, we first of all offer to target the general audience:
Education > Back to School
As clothing is a major highlight of back-to-school shopping, many students see it as an opportunity to redefine their style for the new year. Retailers roll out deals on jeans, jackets, shoes, and accessories, everything that is going along with pop culture. The first day back is a runway for students to showcase their latest fashion finds, that is why we offer a diverse group of segments:
Style & Fashion > Clothing > Children Wear > Back to School
Style & Fashion > Clothing > Children Wear > In Store Shoppers
Style & Fashion > Clothing > Children Wear > Teens
We should not forget that parents are the primary purchasers during the back-to-school season, focusing on balancing quality, price, and convenience. Therefore, Datonics can offer to target all the main groups of parents:
Family > Parents > Parents To Babies
Family > Parents > Parents To Toddlers
Family > Parents > Parents To Teens
In recent years, sustainability has become a key focus of back-to-school shopping. Parents and students of all ages are increasingly conscious of their environmental footprint, opting for eco-friendly products. Recycled paper notebooks, biodegradable pens, and solar-powered calculators are becoming more mainstream. The following audiences would be the best choice:
Premium > Lifestyle > Shopping Behavior > Smart Greens
Premium > Lifestyle > Green Awareness
In summary, back-to-school shopping involves a multifaceted audience with varying needs and preferences. Understanding these differences is crucial for retailers who wish to offer relevant products and make the best marketing strategies.