At the end of the summer, there’s always that back-to-work feel, even for those who never stopped working for the summer. Of course, this also stems from the long summer holidays school kids have, and the need to get items to prepare for the new term. Because it’s such a major time for shopping for new items, bigger clothes or the latest textbook, e-commerce sites and retailers all offer a variety of promotions and deals during this time.
The economic and behaviour changes that occur during this time are very interesting and have sparked the offer of more discounts. There is renewed consumer intent at this time as parents take the necessary steps to prepare their kids for school. As such, retailers often find they have higher conversion rates in place, though this is coupled with families having to budget more effectively to ensure they can purchase everything their children need.
Understanding the Opportunity: Why Back-to-School Matters
There is a huge spike in e-commerce traffic and consumer demand during the back-to-school period. But it’s not just summer where this is the case. After Christmas and Easter you can also find hugely discounted items and products. In fact, the back-to-school sales have become one of the top retail events in countries like the UK. For example, it becomes increasingly apparent that this is the case thanks to web traffic increases on these specific shopping dates — often just one to two weeks before the term restarts. This demand continues each year, making it a perennial demand for items like stationary, clothing and electronics.
With similar items required at these times, companies and retailers are able to prepare in advance for these items, stocking up effectively. It also means that businesses are rewarded if they plan ahead with smart stock and timing strategies. However, this also encourages a competitive retail environment, which means that consumers can benefit from the competitive prices offered.
Coupons, Loyalty and the Value Perception
It’s all very well for the businesses and retailers to benefit, but consumers can also benefit too. This is because, to maintain a competitive edge, retailers offer discount codes and vouchers for their customers. Smart shoppers can get some excellent deals using these discounts. And this is a necessity. Shoppers these days are far more sensitive to changes in prices thanks to the steep inflation over the past few years.
As such, consumers search high and low to find the best place to shop, utilising retailers that offer the best value for money possible. Customers’ needs and sellers’ offers come together on this well-established platform, that collects and verifies discount codes and promotions that are specifically aimed at different brands and products. This promotional mechanism benefits the seller for short-term sales, while also often engendering loyalty from the consumer.
With digital platforms and the use of AI, demographic targeting has made offering discount codes more efficient and personalised. As such, planning these types of strategies ensures best practice rather than strategies improvised on the fly.
Timing and Inventory Planning for the Season
For any businesses looking to make the most of this time period, inventory preparation is key. Campaigns need to be launched at least four weeks before the back-to-school date, giving customers ample time to prepare. Typically, over half the customers will begin their back-to-school shop in mid-August.
As such, anticipating this trend by stocking up on key categories like electronics, uniforms and stationary a month in advance will help immensely. Regional schools do have different start dates, so it’s important to ensure that these are taken into account.
Strategies Beyond Discounts: Building Repeat Customers
Retaining customers is also a must and can be achieved via loyalty programs, referral systems, seamless return policies and personalised emails. All of these emphasise excellent service and consistent experiences. This helps to convert shoppers into year-round customers. Importantly, e-commerce businesses typically experience a higher return rate than physical stores which is why post-purchase experience is critical. In short, business owners should use the quieter summer period to prepare for this increase in sales. Value-driven offers can enhance where you stand when it comes to the back-to-school season.
