Over three-quarters of shoppers say advertising influences their back-to-school purchases. The back-to-school shopping season is critical for retailers and brands, with an estimated eight million UK parents spending nearly £9 billion on school essentials ahead of the new term. Marketers who strategize effectively can gain an advantage in this lucrative shopping rush. A recent study by GumGum underscores the necessity of forming an emotional connection with cautious, price-conscious parents, revealing that 77% of shoppers acknowledge advertising's influence on their purchases, especially if relevant to their actively searched items. In light of the economic climate, most Brits are adjusting their shopping habits, with cost-saving measures that include prioritizing discounts and switching to budget-friendly brands.
The challenge for brands is to create resonance in a noisy market. Those performing best will combine empathy with timing, targeting consumers sensitively to their needs and budgetary pressures. As parents now spend significantly on big-ticket items like clothing and technology, brands leading with limited-time offers will have the upper hand. However, as consumers become more discerning, brands must focus on timely ads that respect the shopping preferences of budget-conscious parents. Ultimately, the goal is to guide shoppers toward quality and affordable purchases, fostering a creative experience that resonates with their needs.