The UK back to school market is worth more than £1.45 billion every year. The demand for uniform, stationary and other school-year necessities is driving consumers to stores to purchase. The surge in purchasing over the six weeks of summer holidays is beneficial for craft retailers. If retailers know how to tap into the market, they can be reaping the rewards of it.
The market showcases key trends that can help retailers tap into the market. MDG Advertising states that the back to school market encourages consumers to come back to shopping in-store due to the competition and choice. Even though they are buying in store, they are still researching online. If retailers can capture this, as well as timing promotions effectively, they can make the most of the school market.
Timing is key for back to school retail
Most parents and older students start researching as soon as the schools break up for summer. Their decision making journeys start in July and continue throughout the summer until the kids go back to school for the new term. Then, there’s the year-round consumer who plans what they are buying the whole year round. MDG have suggested that Retailers include back-to-school retailing within their yearly strategy, carefully timing their promotions to suit both the seasonal and year-round shopper.
Buying in-store
Spending on back to school items increases every year, according to Craft Focus magazine, it brings in £1.45 billion each year in the UK. Parents and students are buying their products in-store, but are researching online. In order for retailers to stay competitive, they have to have strong promotions across all platforms that are consistent with all in-store promotions.
Creating your own Buzz
In order for mums and students to pick your deals, you need to create a buzz around them. They are always looking for deals, and it doesn’t always have to be of monetary value. Craft Business magazine’s article on the serious business of back to school stated that retailers should offer demonstrations as an added value. Mums and students can then see the benefits of the products before they buy them, showcasing their unique selling points.
