Back-To-School Season: What Has Changed
Nothing about 2020 is normal, including the back-to-school season. However, not all the differences are what you would expect.
For example, most people would predict that parents plan to spend less this year on back-to-school shopping. In reality, the opposite is true. There will be a shift in spending this year, and is expected to hit a record back-to-school season, especially as parents stock up on expensive technology like laptops, tablets, headphones & printers as well as desks, chairs, etc..
According to the National Retail Federation and Prosper Insights & Analytics, parents with school-aged children plan to spend $789.49 this year, which tops the previous record of $696.70. This is an increase of 7.7 billion dollars over last year.
Spending for university students is following a similar trajectory, with students and families expecting to spend $1,059.20 per family, up from last year’s record-setting $976.78.
So while only 44% of parents say their child will for sure go back to a physical classroom this year, consumers are still going back-to-school shopping in roughly the same numbers as last year. It's just that most will be shopping online.
Knowing that families are ready to spend more this year on back-to-school shopping than ever before, the question is how to get them to spend that money with you. There are some strategies that will help you see the most return on investment.
Leveraging Spending With Influencers
1. Invest in more Micro-Influencers
Most consumers consider family and friends to be a bigger influence on them than ads. The bigger the influencer, the more they are seen as an untouchable celebrity, moving them out of that sphere of trust. This is especially true as the pandemic has kept more people at home, causing them to turn to influencers for connection and entertainment. Micro influencers have become more like family to some than their actual family members during this time.
2. Move Beyond Facebook
While Facebook has long been the king of platforms for influencers to connect with their audience, this may not be the case any longer. Starting at the beginning of July, major brands began boycotting the platform, and many users are following suit. While it is still worth investing in the platform, now is the time to diversify. Brands should be thinking about TikTok, IG Stories & Reels and Pinterest.
3. Shift to the At-Home Classroom
Many in the United States are pushing for schools to fully open up. However, an Echelon Insights survey indicates that as much as 2/3rds of parents want or plan to keep their children at home this school year.
This means there needs to be a shift in both the tone that influencers take and the products and services they market. Backpacks, locker decorations, and lunch boxes aren’t big items this season. Instead, items for organizing the at-home classroom, technology, and even homeschooling curriculums are going to elicit clicks.
4. Meet Their Needs
Your audience is dealing with some surprising real-world challenges that life has not prepared them for, and they are scrambling for solutions. Work with influencers to provide them.
Think beyond marketing the products they need right now and consider things such as 5-minute workshops that help keep the kids busy or complement their school activities. Offer videos that instruct them on how to create a calm and distraction-free classroom space. Introduce them to new tools that will help them navigate this new realm a little easier.
Ultimately, the landscape may be new, but with the right approach, you and your influencers will be able to make the 2020 back-to-school season your best yet.