Back-to-school spending is increasing year-on-year globally, with the eCommerce sector seeing exponential growth.
With consumer confidence rising and online spending increasing, there are plenty of opportunities for e-commerce businesses to get in on the action.
Graph showing the growth of the back-to-school spending from 2004-2017 - in billions of US dollars (source: Statista).
A new 'Black Friday' for ecommerce?
In the build up to the Back-to-School season last year, Google reported there were 1 billion searches for the term, with the total sales rising to 828 billion US dollars - with 17% of all retail sales for the entire year (source).
The primary reason for this success is that it is aimed at a younger audience that has a real need for new school supplies, clothes, equipment and electronics who begin purchasing before July and end around the end of the season in late August/early September (source: Statista).
So, there is a massive demand rapidly beginning to spread from the US to the European market - a dedicated audience purchasing your goods and services.
But what are some strategies you can implement to increase your sales at this time and make the most of a surge in online shopping?
Back-to-school sees parents, teachers and pupils browsing hundreds of sites including your webstore, sales channels and price comparison sites in the quest to find the best deal for their purchases.
Therefore, it's an ideal time for brands and retailers to focus on connecting with these customers who have expressed an interest in your specific products but are on the fence about where to purchase them.
By targeting customers based on recent activity, you can convince them to make your site their shopping destination of choice. Statistics show us that 76% of people who do a smartphone search for something nearby visit a business within a day, and that 28% of those searches result in purchases?
If operating a physical store, Google's Local Inventory Ads are one method of displaying your products to nearby shoppers the moment they search for related back-to-school content on Google.
Taking the time to display your product inventory alongside your store hours, ensures that shoppers are drawn to your locations when carrying out their pre-shopping research.
All the data shows that mobile commerce is rapidly growing, connecting shoppers to brands and retailers more than ever before. Google also reported that In July 2016, 60% of Back-to-school searches happened on mobile devices, and there was an increase in mobile searches of 35% from July 2015 to July 2016.
Therefore, you need to make sure every aspect of your site and all your product feed data (images in particular - our blogpost covers this topic here) is optimised for high mobile presence amongst back-to-school shoppers.
A seamless and easy-navigable shopping experience is vital to having a successful sales season.
That means you must make sure that your online store is mobile-friendly. If not, you’ll miss out on what could be the easiest sales of the year.
From the statistics mentioned above we've learnt that offering free shipping and seasonal offers, making sure your products and storefront are optimized for mobile-usage will put you a step ahead of the competition when it comes to online selling in this period.
Need help with your omnichannel strategy for the back-to-school strategies season?
WakeupData's platform is designed to accelerate the move to new marketplaces and digital marketing channels with optimized titles, image and descriptions and the ability to use targeting features like weather data.
To learn how we can help you connect to more customers get in touch or check out further tips in the back-to-school blog series below: