Back-to-School Shopping Trends Marketers Need to Know

As spring comes into full bloom and the long awaited sunny weather starts to make an appearance, marketers know it’s time to head inside and start putting their back-to-school campaigns together.

Back-to-school marketing is not a one-size-fits-all activity because students at every level--from elementary school to college universities--have different needs based on individual class schedules and evolving extracurricular interests. Parents too have different shopping priorities, and therefore different shopping behaviors.

The key for successful back-to-school marketing is to understand when and how each stakeholder shops for their individual back-to-school needs. Effective strategies will hinge on communicating not only with parents but also Millennials, Young Adults and Multicultural shoppers in ways that resonate with each audience.

Although this sounds like a lot of work (and it is!), we’re here to make it easier for advertisers to get their brand message in front of target audiences. We conducted a survey of Pandora listeners to asked them about their back-to-school shopping habits and needs. From this study, we found that each back-to-school decision maker researches and purchases at different times throughout the summer and even after school starts.

Download a copy of our eBook to learn how and when your target audience will be shopping for back-to-school this year: