It’s time to get ready and get shopping for Back-to-School (B2S). If you think it’s too early to reach those consumers, think again. According to Deloitte’s 2017 Back-to-School survey, 71% of B2S shopping occurs during an eight-week period – July through August.
As the medium used closest to the moment of purchase, radio can help influence where they can get the best deals. According to this same Deloitte survey, consumers are shifting from shopping at larger department stores and specialty channels to mass merchants and off-price venues. Additionally, 20% of the respondents had not yet decided if they would shop in-store or online and “might be persuaded by targeted promotional efforts.”