Teachers Were Stressed Out By School Year, But They're Still Buying

Email marketers targeting teachers should know what's on their minds.

Right now, 77% say they are coming off the most difficult year they have ever experienced, according to the K-12 Annual Teacher Spending survey, conducted by the Harris Poll and sponsored by K-12 teachers across the United States sponsored by SheerID and Agile Education Marketing. 

And it may not get better because 40% feel they are not prepared for the upcoming year, and 79% believe their students suffered learning loss because of the pandemic.

Moreover, 35% say they had an inadequate school budget for their needs, a figure that rises to 45% who did not teach in person. And 40% say their out-of-pocket spending rose, from an average of $250 per person in 2020 to $386 in 2021. 

Teachers are eager for discounts in these areas: 



Classroom/school supplies — 92%

Restaurants — 73%

Computers/mobile devices/electronics — 68%

Travel — 65%

Entertainment — 63%

Clothing — 62%

Subscription services — 62%

Software/apps — 50%

Streaming media — 48%

Insurance — 43%

Home/Garden — 40%

Personal care/Beauty — 36%

Banking/credit cards — 30%

If offered a discount, 98% would share it with their peers in these ways:

Tell them in person — 78’%

Forward an email I received — 75%

Send a text message — 60%

Post on social media — 43%

Share a referral link — 25%

Post on a toucher blog or website — 10%

Teachers are also consumers. Of those who did remote teaching, 35% plan to remodel a room in their home in the next 12 months. But so do 30% of those who taught in person. 

In addition, 37% of those who did not teach in person plan to buy new furniture for their home in the next 12 months, as do 28% who didn't teach in person.

How do teachers know a brand is teacher-friendly? For 65%, it’s when the firm offers teacher discounts and 53% when it supports causes tied to education. 

Aside from that, 62% like perks like free shipping.

Teachers are invested in their careers — 96% say this is more relevant to who they are than other traits, and 81% say their school is key to their identity.

They also identify with these characteristics:

The city/neighborhood they live in — 64%

Their religion — 58% 

Their national or cultural background — 53%

Their political affiliation — 50%


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