The Back2School period is now here. This is the transition period between the end of the summer holidays and the start of the new school year. For most people, this also means a new start which is often accompanied by good intentions. In this recurring period, consumers demonstrably spend (more) money. The most obvious group is parents. The money they spend is often used to get their children well prepared and equipped to start a new school year. From a lunch box for toddlers, laptops for young people to new furniture for university students. This does, however, go much further. The Back2School period creates an excellent opportunity for brands to put themselves in the spotlight with consumers.
The end of the summer holidays is the peak period in which students and parents make purchases for the coming academic year. From a fresh new wardrobe to the latest gadgets, as well as the necessary school supplies, there is a wide range of products consumers are looking to purchase. The Back2school period signals the start of the most lucrative sales period of the year and creates the perfect opportunity for e-commerce brands to score well. Whilst most promotional material might focus their Back2School period activity to bags, study materials and electronics, TradeTracker also sees a huge increase in spending in fashion, sports goods and home & living items in consecutive years.
Advertisers make smart use of this period by using specific promotional material or a mix of affiliate incentives designed to maximise your revenues during this busy period. It’s especially important to know what consumers are looking for and to focus on the right audience this period. Therefore, choose a theme that is not only interesting for school-going children but also for students of a slightly older age as well as appealing to parents. Don’t forget to include teachers within the target audience and take last-minute shoppers into account. Examples of promotions within the affiliate channel that were successful during the previous start of the school year are as follows
- Incremental Sales promotions - Publishers who achieve x-percentage growth compared to the same period last year receive an X-percent bonus commission.
- Product group for specific Back2School products - A temporary higher commission on products relevant during this period to generate extra placements for this.
- Dedicated Promotional Material - Feeds with only the Back2School offers for easy integration or specific banners.
- Promotional codes - Specific promotional codes focused on this offer.
Do you want to take full advantage of this period? Ask your account manager for further information!