It seemed like the school year just ended, graduation signs still planted proudly on some lawns – and the commercials have begun for back-to-school (BTS).
An underpinning of a renewed excitement for the upcoming school year is the return of physical sociality – the ability to interact in classroom activities and of course, gym and sports.
Shopping for BTS is predicted to have trends that will impact how you as a promotional product marketing expert can help local school systems to bolster school pride, as well as help community businesses support their local schools.
According to market data firm Vericast, this year, data shows that approximately 50% of parents believe their BTS shopping will be different this year – as they are shopping online more – also, 41% say they are focused on practical items for BTS and nearly half (48%) still believe back to school shopping will be more expensive this year.
Inmobi, a global mobile technology intelligence firm, recently conducted a survey of 400 US adults about the current BTS season and shopping. According to the results, 78% of parents stated they would be buying school supplies for elementary-aged children; many are now back to buying standard back-to-school products that they were purchasing during the 2019 BTS shopping season compared to last year (2020) when the key products purchased were hand sanitizers/wipes, office supply materials and other non-traditional BTS purchases enabling effective at-home learning. According to the survey 57% of parents stated their BTS purchases for elementary school-age children will be different this year compared to last year.
Back-to-school spending is expected to be significant for elementary school students this year -- 54% said they would be spending more money on back-to-school shopping this year compared to last year.
So what do these stats mean for you as the BTS promo product distributor? It helps you to understand what parents whose family would receive school-logoed products may appreciate – practicality, it seems, is the golden rule, and practical products that promote a school and educational foundation will be an easy sell – notebooks, writing utensils (and zipper cases to corral them), backpacks, calendars, and yes, masks and hand sanitizers.
And here’s a twist: because teachers tend to provide parents with lists of what their students would need throughout the year – you can likely persuade area businesses that support schools to provide them.
But BTS isn’t just about the children – educators would all use logoed items and garments. For example, according to a survey by the University of Southern California, 51% of teachers said they work on weekends (typically Sundays). Think totes and clipboards, for example.
School administration will also use totes, and executive desk accessories emblazoned with the school logo. Garments such as golf shirts and windshirts are perfect for administrative staff.
Approaching a school and/or school board isn’t always easy. You may have access to thousands of products for the school district and the knowhow and ability to customize for all products and areas – but it isn’t as simplified as, say, a auto dealership or a bank. Consider presenting products and garments for administrators, educators, custodial staff, students/student families. Also take into account the district level, the school building (eg, classroom, media center, computer/science lab, gym/field).
Now is the Time
Educators are planning BTS and their school year earlier and this year is no exception. According to MMS, a firm that works with organizations to help them make a positive impact in the education sector, because educators are active for the next schol year as early as late June and Julyl, “promotional campaigns that begin during the early weeks of summer break land on more fertile ground by getting ahead of the noisy space that the market becomes in August and September. Plant those seeds of awareness ahead of the curve for greater success.”
They add, “educators are looking for information and resources to support their efforts. Instead of leading with product or program information offer them useful content in your area of expertise that can help them plan for the upcoming school year.”
And the good news is – working with a school district (or singular school) can blossom for you. When you think beyond writing utensils and notebooks – there are art and music programs, sports, debate clubs, yearbooks and other clubs, recitals and school plays and senior trips all could use garments, accessories and awards. There are also items for school store content, booster clubs and PTOs, orientation folders and accessories -- all are relevant for BTS and all-year long.
CASE STUDIES
HIT Promotional Products:
A local school was looking for a fundraiser item to help older kids raise money for an overnight camping trip. They chose the Keep Warm Buddy Set (#7033), which includes a beanie, scarf and gloves, since it would appeal to a broad spectrum of people. The sets were sold at sporting events and on campus. The sets enabled the school to raise enough money for the trip, and they plan to sell them again next year for the next camping trip.
A high school wanted to purchase an item to resell to the parents in the spirit shop for fundraising dollars for the sports teams. The Foldable Chair (#7050) was a great choice since buyers could use them for seating during the games, and afterwards.
The chair was sold in the spirit shop, which was open during the actual sporting events. The spirit shop sold out the first week of school and has since reordered several times.