News & Insights

Back-to-School 2011: Marketing Tips for Your Business

July 14, 2011

It’s about that time of year again. The kids are heading back to school, but only after the annual school supplies shopping trip. For many businesses, this season is one of the highest grossing throughout the year. In fact, according to the U.S. Census Bureau, consumers spent a whopping $7.4 billion dollars at family clothing stores and $2.2 billion at bookstores last August alone. As this essential time in retail spending approaches, we wanted to share a few trends that emerged last year which were featured in the National Retail Federation’s blog.

  • Dads Are Ready to Spend: In the past, marketers and retailers have targeted their messages during the back-to-school time of year toward moms. However, studies show that dads are the ones with the buying power and are ready to treat their kids. According to the survey done by NRF, “Dads of children in grades K-12 will spend $671 on clothing, shoes, electronics and school supplies. (Moms, on the flip side, will spend $545).”
  • Value vs. Affordability: Now that the recession has finally began to elevate, back-to-school spenders are working with more of cushion in their budget. Therefore when it comes to back-to-school shopping, they are willing to look at products with a little bit of a higher price tag. Parents are considering the value and longevity of a product at the point of purchase, rather than just the lowest cost.
  • Back-to-College: Who knew that back-to-college revenue was twice as high as back-to-school (K-12)?! Reportedly, back-to-college spending is at $45.8 billion versus back-to-school spending at $21.4 billion. NRF encourages businesses to keep in mind despite the common idea that college kids are “broke”, they actually have some cash on hand and are ready to spend.

Whether you’re targeting grade schoolers, first time high school students, campus go-getters, or mommys who just need to put their feet up, Tribune Media Group has a variety of cross media opportunities that reach and engage the back to school audience. Opportunities range from unique back-to-school editions to fun filled events for kids. Align your back to school message with the best target audience for your business by contacting Tribune Media Group.