• by Sarah Mahoney  @mahoney_sarah, August 16, 2024

Ikea wants to make it easier for college kids to snap up those Swedish dorm essentials. In a first, the retailer is kicking off a College Bus Tour, a walkable showroom popping up at colleges across the country. The Ikea Campus Explorer shows off easy-to-achieve dorm looks and hopes to build brand love with plant giveaways and on-site sales.

There are also customization stations, so students can put their own spin on those ubiquitous Frakta bags and Dala horses.

Ikea has long been one of students’ favorite destinations for affordable dorm gear. However, Gen Z shopping preferences have called for some new tactics.

“We continually evaluate how and where we can interact with people to make the most impact, especially college students, as we’re seeing Gen Z shift the way they interact with content,” says Christine Whitehawk, marketing communications manager at Ikea U.S., in an email to Marketing Daily.

In addition to the first bus tour, the company has also added the Ikea Grad Bash, a student discount program, while starter box kits are all aimed at helping kids discover their décor vibe.

“College students are looking to find and reflect their personal aesthetic as they start this exciting, new chapter in their life,” Whitehawk adds. “We offer so many ways to express your personal style – this year, we introduced the first-ever Style Guide that highlights four interior design movements as inspiration.”

Sustainability continues to be a significant component, especially the retailer’s Buy Back & Resell program, where IKEA buys back gently used products to sell in its As-is section in stores and online.  

Ikea is running a fully integrated media plan to promote college offers, including social media, influencer support, dedicated emails and direct mail.

The National Retail Federation estimates that back-to-college shoppers will spend $86.6 billion this year. That’s a decline from $94 billion in 2023, but still the second-highest spending year since the NRF started the 18-year-old survey.

In separate Ikea news, the company is diving deeper into nighttime with a new collection of lower-priced mattresses designed to compete with companies like Costco, Casper and Purple. The emphasis is on affordability, with queen-sized and smaller sizes coming in under $600.

The retailer is also having some fun with bedtime. It's hoping to break the Guinness World Record for the largest-ever two-piece pajama gathering later this month at the company’s global headquarters in Sweden. (Naturally, the Ikea folks will wear pajamas printed with meatballs.) Later, the pajama party will expand to U.S. stores, offering those who show up to shop in their P.J.s a free breakfast, stylish selfie stations, and design advice.