Back-to-school season is just around the corner, and it’s going to provide the perfect opportunity for online retailers to increase their sales. ShopperTrak has reported that in 2013, national retail sales will rise 4.3 percent, as compared to last year in August. And this is just the beginning of what is going to be a very profitable holiday shopping season for ecommerce merchants.
“Back-to-school shopping is the first major ‘shopping season’ of the calendar year, and has the potential to set the tone for the holidays,” said Bill Martin, ShopperTrak founder.
Unemployment is lower than it was last year and the economy is stronger, so retail will likely see an increase in the amount of sales. The National Retail Federation (NRF) reported that the total back-to-school and back-to-college spending will reach $72.5 billion this year.
“On the whole, more people feel better about their financial situation than they did last year in August,” said Martin. “Parents are ready to spend on their children’s school necessities.”
If you sell children’s apparel or accessories you’re in luck because 95.3% of those with school-age children will spend an average of $230.85 this year. Apparel will take the largest portion of back-to-school budgets, with shoes and school supplies next on the list.
Other products that will sell well this year are dorm and apartment furnishings, food items, and electronics for college students. The average amount spent on back-to-college shopping is projected to be $836.83 per student (NRF).
Online shoppers with children in grades K-12 are already out-and-about, shopping for the new school year. The back-to-school shopping season is lasting longer and longer each year, and this year’s back-to-school sales are expected to extend well into mid-Fall.
“The consumers will be browsing. In order to seize this opportunity, smart retailers must prepare their marketing and operations to increase their shopper conversion rates,” said Martin.
Even if your store does not necessarily sell school-related products, think creatively to connect with your customers during this season. Last year, a storage company called SpareFoot lauched a campaign called “Supply Memories”, which invited social media users to share what they have “stored” since elementary school. Then, for every memory shared via Facebook or Twitter, SpareFoot donated a $3 supply kit to an at-risk student. This marketing campaign brilliantly raised brand awareness, engagement, and percieved social responsibility. It also left a positive impression of the brand on shoppers, which likely translated into an increase in sales for the rest of the season.