The back-to-school season is a crucial time for marketers, especially when targeting Gen Z and Gen Alpha audiences and their parents.
While this time of year may not be the most exciting for kids eager to hang on to summer, or for parents prepping for the transition, smart brands are using social media influencers to generate buzz around returning to the classroom.
eCommerce Industry Consultant Sue Azari shared that back-to-school season is like the final dress rehearsal before the upcoming peak shopping period encapsulating Black Friday, Cyber Monday, the holidays, and January sales.
She also shared some eye-opening stats including…
61% of parents agree that their children influence them to spend more when back-to-school shopping.
Takeaway for brands: Mom doesn’t always know best! With Gen Z and Gen Alpha spending more time online, they’re increasingly influenced by content and recommendations from their favorite influencers. This shift gives them more say in back-to-school purchases, ensuring they fit in with their peers – after all, what preteen doesn’t want a Stanley cup on their desk?
Young people are highly impressionable and eager to follow trends, making it essential for brands to carefully choose influencers who genuinely connect with these younger audiences. Learn more about the nuances of working with young people in the creator economy here.
84% of back-to-school shoppers consider price as the number one factor influencing their purchases. 67% will shift to a cheaper brand if the preferred brand is more expensive.
Takeaway for brands: In the lead-up to the back-to-school season, it was predicted that Gen Z would spend £4.3bn on back-to-school essentials in the fashion, beauty, and technology categories. Despite this large expenditure, the cost of living remains a concern for many back-to-school shoppers.
Google’s Managing Director, Retail & Consumer Goods, Sophie Neary, shared that there has been a 24% increase in price comparison queries this year compared to last, indicating that shoppers are prioritizing value for money more than ever.
September 1st isn’t the last day of back-to-school season. There are purchases made within this category further into the year which gives brands increased opportunity to target back-to-school shoppers.
Takeaway for brands: While most younger school-age children return to school in early September, older students heading to or returning to university often make their transition in October. Many of these students, managing their finances for the first time, are working with tight budgets. This presents a valuable opportunity for brands to target deals specifically toward the 16-21 age group during the autumn months, offering products and promotions that cater to their needs and financial constraints.
September is coming to a close, which means our social media feeds have been inundated with influencers sharing back-to-school deals and must-have products with their audiences. Our partnership with DoorDash is a great example of this.
Our goal with this campaign was to position DoorDash as the ultimate solution for parents' back-to-school shopping needs by showing how the app simplifies those last-minute school preparations…
Influencers produced creative, relatable, and entertaining content that positioned DoorDash as the one-stop shop for back-to-school shopping. This is what they came up with…
Mason aka The Dad Social wanted to use DoorDash to help others, so asked his local elementary school about the supplies that would be valuable to students who may have forgotten or struggled to get supplies for the new school year. He showed how easy it was to make purchases from multiple stores on DoorDash to secure all the essentials. This act of kindness sparked emotion among his audience, leaving them inspired to follow his recommendation and take action to support students in need.
Mason embraced a similar theme for our Easter campaign with DoorDash, creating Easter baskets for children who wouldn’t have received them otherwise.
Jess Skube is a mom of 7 kids, and her content was extremely relatable in showing the manic panic that comes with preparing kids from kindergarten to high school for their return to class. Jess showed how DoorDash was a lifesaver for purchasing the last-minute items just in the nick of time.
While influencer content can sometimes receive negative press for coming across as unrealistic and glamorizing everyday life, Jess stood out by keeping it authentic, allowing families to genuinely see themselves in hers.
Mason and Jess’s content posted across TikTok and Instagram achieved…
By partnering with influencers who connect with younger audiences, brands can turn the back-to-school season into an exciting moment, from essential supplies to wardrobe staples, keeping both kids and parents eager to prepare for the year ahead.
Learn more about the power of influencers for marketing to Gen Alpha beyond the holiday season here or send us an email at hello@digitalvoices.com.
