Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "back-to-school"
- Brand marketers have an advantage with their media and merchandising strategies as parents seek trusted products.
- Despite economic pressures on families with school-age kids, the National Retail Federation's annual survey forecasts solid spending increases.
- With the price of school supplies jumping 24% in the past two years, parents are looking for deals.
- Amid economic uncertainties, almost all parents said they research products and prices before they begin back-to-school shopping.
- Advertising influences people's buying decisions more than the opinions of social influencers or bloggers.
- "Kids grow every year. They need new clothes. School supplies have to be replenished," says NRF senior director for industry and consumer insights.
- A new survey from Deloitte suggests parents' worries about inflation are not going to slow down back-to-school expenditures.
- There is some "mismatch in consumer expectations" compared with retailers, as most consumers believe there will be less items on sale and lower discounts. Some retailers say they have an excess of inventory and plan to put more items on sale.
- Retail sales are expected to grow 7.5% from mid-July through Labor Day, according to Mastercard SpendingPulse. Sales are anticipated to increase 18.3% compared to pre-pandemic 2019. “Department stores are expected to be a noteworthy back-to-school winner as the sector continues its recent rebound with 15 consecutive months of sustained growth,” per Chain Store Age. “Another winner will be physical retail as consumers return to stores to try on new sizes and browse the latest fashions in person. In-store shopping is expected to grow 8.2% year-over-year and 9.9% compared to 2019.”
- Baird Equity Research is tracking search trends as students go back to school this fall. The search data skewed flat to lower for most keywords, with 22 of 60 terms declining more than 5%, according to the data.
- Writing materials, apparel, hygiene products, and electronics are some of the top trending items across the Microsoft Advertising Network. For example, 85% of survey respondents cited writing materials as an item they intend to buy. Some 85% cited clothing and/or shoes, 75% said backpacks, 73% said hygiene products, 70% said art and craft supplies, 62% cited lunch boxes and water bottles.
- It's been a difficult year to socialize and interact -- especially for college students stuck at home trying to advance their degrees and prepare for their future. Many require interaction and socialization to make the most of their learning.
- Can performance marketing save the holiday season? After a good run with the back-to-school shopping season, advertisers are trying to find out.
- Search terms related to the return to school have climbed, with mental health-related searches 4.3 times higher and social and peer interaction-related searches 2.7 times higher. Other terms related to school also had higher-than-average searches from July 12-Aug. 12 vs. just a month or two earlier.
- With school back in session in some parts of the U.S., merchants will see the highest back-to-school sales this Labor Day weekend, Shopify predicts. Independence Day brought in the highest sales this year to date for merchants, with more than $138 million in merchandise sold.
- The analysis of trends and behavior will help marketers plan back-to-school targeting strategies, optimize campaigns, and gain deeper insight into the shopping audience across the Microsoft network.
- "Niche players are doing very well," says Jim Leichenko, Kantar director of marketing, media division. Consumer products goods advertisers are also taking advantage of the back-to-school season.
- According to the GfK MRI American Kids Study, 94% of children ages 6 to 11 say they influence the back-to-school items or clothes their parents buy for them.
- When it comes to shopping for back-to-school supplies and clothes, the most important influencers may not be the people paying the bills.
- According to Nielsen Scarborough, 22% of U.S. households with a child in college are also planning to buy a new or used vehicle during the upcoming year.
- The majority of parents buy most of their supplies new each school year while thrifty college students are more likely to recycle, with 60% using some of the same items from year to year.
- Mid-July has become the unofficial kickoff of the back-to-school shopping season, with consumers and retailers alike taking note.
