Tuition vs. Student Discounts

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The National Retail Federation (NRF) released some key data on last year's season, which was still heavily affected by the Covid-19 pandemic. According to the data, electronics, clothing and footwear were the most purchased items in 2021, and technological gadgets became essential everyday school supplies , as did backpacks and folders. But at the same time, as a result of the health crisis, hygiene products such as cleaning wipes and disinfectants have become important for everyday school life.


Back-to-school promotions are especially effective for enrollment-oriented products, but first-year students and students in general can also be a lucrative target audience. Naturally, needs vary greatly in this regard.

Marketing campaigns for first-year students should be directed both at the children the vp safety email database mselves and, above all, at their parents. Students, on the other hand, are a different target group that is particularly interested in special offers for everyday university life . Electronics are particularly popular, which is why Apple and Microsoft, for example, focus on student discounts. In addition, students can move out and take responsibility for themselves (perhaps for the first time), earn money and possibly even want to reinvent themselves with, for example, new clothes.


Image via Apple

To learn how you can set up a brand ambassador program and turn influencers into ambassadors for your brand, read this link from the Kolsquare blog.

As the chart above shows, high school and college students' purchasing categories overlap at apparel and electronics, with footwear ranking ahead of furniture and home decor for younger consumers.

While parents, students and pupils are obvious target groups for back-to-school marketing campaigns, teachers should not be forgotten as well. That is why marketers need to carefully plan who they want to target with their brand strategy . These target definitions can change or overlap, of course, but targeted offers, coupons or discount promotions are definitely recommended.

Other ideas include 2-for-1 offers, free shipping, time-limited specials, giveaways, discounts for loyal customers, or pre-sales for newsletter subscribers, for example.

Influencer marketing during the back-to-school season
When it comes to product recommendations, many customers rely on the expertise of their favorite influencers. For your back-to-school campaign, you can work with different creators to generate sales and increase brand awareness on a personal level . Some ideas for working with influencers include giveaways or promo codes.

For back-to-school, it’s wise to target parents first. Look for family bloggers who match your target group and can recommend your products to the right audience. As we’ve already said, parents are also more focused on sustainability and the mental and physical health of their children, so you should make sure to communicate not only the discounts but also your brand values ​​in your campaign.

Kumiko Love, or @thebudgetmom , gives advice on budgeting and house cleaning. She also gives tips on how to minimize spending during the back-to-school season. With rising inflation set to affect many families in 2022, Love could be a good ally in positioning itself as a responsible brand in the long term as well.