Sure, it’s the middle of summer and the kids are out of school. But, it’s never too early to start thinking about your Back to School selling strategy! Like the Holiday retail moment, Back to School starts earlier and earlier each year. And, just like Holiday, Back to School represents a huge selling opportunity – $75 billion in 2016. We also see specific buying behaviors around Back to School (BTS) in two distinct phases, similar to the phases we identified for Holiday shopping. Here are the details:
- Phase 1 starts, believe it or not, as early as April or May and focuses on the back-to-college (BTC) audience. During those initial months, Moms begin to think about stocking up on dorm-related items. Additionally, graduation from high school tends to be a time for gifting, and savvy students have items like bedding and decor items on their dorm wish lists. The BTC phase starts July 17th and ends on campus move-in day as students collect the final items they’ll need for dorm life.
- Phase 2 begins after July 7th and focuses on the kindergarten-through-high school crowd. Mom’s mindset at this time is all about outfitting her kids with the clothes, tech and school supplies to get the new school year started right.
This year, eBay is investing heavily in marketing and promotions to bring BTS shoppers to the site. They’re also aligning the timing of their marketing efforts to maximize sales velocity in each phase. So how can you take advantage of all this goodness?