The back-to-school season is the second most profitable e-commerce shopping season of the year. While you may have just gotten used to having your kids hanging around the house all of the time now on summer break, it’s time to deploy those back-to-school marketing campaigns. With the predicted increase in digital spending, are your campaigns and clients ready? We’re already coming towards the tail-end of planning so, if you haven’t already, make sure that you’re ready to capitalize on the season!
According to a new eMarketer report, “2014 Back-to-School Preview: Ecommerce Sales to Log Above-Average Gains,” eMarketer forecasts that digital sales for the back-to-school season will “increase 16.0% in 2014. The growth rate for back-to-school ecommerce is slightly higher than the 15.5% overall ecommerce increase forecast for the full year—and is nearly triple the 5.85% growth in projected retail sales overall in Q3.”
The graph below shows just how important planning ahead to capitalize on this season really is. “The tough competition has already encouraged retailers to launch promotions in June, but the main buying season will remain unchanged in the second half of July and the month of August. Some 96% of shoppers will complete the bulk of their shopping by the end of August” – eMarketer.
One important note to add is that the game has been dramatically changed by the increased usage of mobile phones because students and parents alike can research all year round or on the fly while at a store comparison shopping. Google conducted a study with Ipsos MediaCT during the 2013 back-to-school shopping season and found that 23% of respondents began to research and comparison shop before July 4, with nearly 65% starting by the end of July.
Get those back-to-school strategies in place now!