Attention Back-to-School Shoppers

Author: Annette Malave, SVP/Insights, RAB

Here we are – mid-July, lush gardens, warm weather, barbecues and picnics with friends and families.  The mid-point of summer and the year are now over.  This means only one thing – back-to-school shopping is in full swing!

While it may seem difficult to believe, go into any retailer of clothing, shoes or office supplies and the deals are just starting as the school shopping season runs from July through September.  These retailers, whether they have a national footprint or one location on Main Street, have the same goal – to reach potential shoppers, get them to their location and shop. Why? Because back-to-school shopping is the second biggest shopping season for retailers.  And according to the National Retail Federation, 2017 back-to-school (BTS) shopping was expected to reach $83.6 billion.

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Attention Back-to-School Shoppers

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.”

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