Back-to-School: Engage Diverse Consumers as They Plan

School Supplies: Prepare to Endure the School Year

Most parents say they purchase new school supplies every year for their children and enjoy shopping for them. We also found that a majority of parents like to start the year with everything they’ll need for the whole year. All these things are especially true for Hispanic parents, with 8 in 10 saying they like to be fully prepared, and over half buying in bulk. We also see Asian parents buying in bulk, as this segment tends to be discerning and meticulous shoppers.

Apparel: Let Kids Stunt Their Style

Clothes and accessories are tied first with school supplies when it comes to what parents will most likely buy for Back-to-School. We found that most parents are giving their children a choice in what they wear, or at least take their opinion into consideration. For teens, 7 in 10 say they are making clothing decisions on their own. Since kids and teens doing the shopping, it makes the most sense to gear ads toward them. Gen Z teen shoppers take pride in their style and use it to express themselves. Make sure your brand is active on social media, where these shoppers spend a lot of their time and also gather style inspiration.

There are a variety of ways your brand can activate around Back-to-School shopping. Remember to target teens in the areas where they are making decisions for themselves, and target parents in places where your products or services offer convenience and save time. Back-to-School is all about starting fresh, with new styles and routines, so make sure your brand is essential by fitting into the chaotic Back-to-School season.

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