Skip to main content
  • Toolset
  • Solutions
  • About DMS
  • Case Studies
  • Contact Us

Connect With Your Audience At Scale

  • Articles
  • Case Studies
  • Videos
    • As Seen In...
    • Press Releases
    • Contact DMS
    • Events
    • DMS Live
    • Contact DMS
    • Careers @ DMS
    • DMS Investor Info
    • DMS Toolset
    • DMS Solutions
    • DMS Team
    • DMS Voices

Recent Searches

    Share this Post

    • Share on facebook
    • Share on twitter
    • Share on linkedin
    • Share on email
    1. Home
    2. DMS Insights: Digital Advertising News
    3. How To Create School Supply Advertising That Engages Today's Parents & School Children

    Fill form to unlock content

    Loading, please wait

    Error - something went wrong!

    Thank you!

    How To Create School Supply Advertising That Engages Today's Parents & School Children

    Published Date September 21, 2020

    Shutterstock_702312109 School supplies on a wooden table in a warm interior

    This school year brought a series of new scenarios for students and parents as schools began reopening during the pandemic. As the coronavirus crisis evolves, schools may need to shift between learning models, creating uncertainty and a need for a wide range of school supplies, which could push back-to-school spending to record highs. 

    A recent National Retail Foundation (NRF) survey reported that, with the continued growth and reliance on online learning, consumers will require unique solutions to meet new technology and home learning environment demands. After remaining relatively flat since 2016, consumer back-to-school spending is projected to jump 13% this year as home “classrooms” outfitted with expensive electronics may be replacing many of the traditional backpacks, lunchboxes and pencil cases. From parents buying a majority of their school supplies online to the transition toward a demand for more technology tools to an extended back-to-school shopping season as schools start late and parents and kids figure out what supplies really needed, brands are adjusting their traditional back-to-school marketing campaigns to align with shifting consumer behaviors and needs. 

    Growth In School Supply Spending

    According to the NRF annual survey, the average family with a K-12 student plans to spend $789.49 on school supplies this fall, and the average family with a college-age student plans to spend $1,059.20. These spending projections reflect almost a $100 increase per family compared to 2019, with spending expected to reach a record $33.9 billion nationwide. The NRF back-to-school survey revealed that 55% of families expect their students to do at least part of their learning online this year. This fact, along with concerns that children fell behind academically last spring, could be fueling spending increases.

    Learning From Home Drives Back-To-School Shopping Growth 

    The NRF survey projects that technology tools will garner the largest share of the 2020 back-to-school spending, with 33% of those surveyed expecting to purchase a laptop and 15% expecting to purchase a tablet. Back-to-school spending is also expected to grow on other electronics, with 22% of families expecting to purchase speakers or headphones, 17% to purchase printers and 21% to purchase other technology accessories. Many families plan to purchase office furniture, such as desks and shelving units, to create makeshift classrooms at home. Spending on traditional school supplies, like pencils and paper, is expected to rise also, with the average family spending $131.37, up from $117.49 last year. NRF projects that the only segment expecting to see a drop in spending this year is the back-to-school clothing market, as some students head to the kitchen table rather than the classroom to learn. 

    Top Brands Alter Their Back-To-School Campaigns

    The back-to-school shopping season may last longer this year, reports Fox Business. As schools pivot between various learning models in response to the evolving pandemic, families will likely continue spending well into the fall season. In addition, the pandemic continues to influence shoppers to purchase online this fall. According to CNBC, parents plan to spend 37% of their overall back-to-school budget online, up from 29% in 2019. “With consumers cautious about how much time they spend out in public, there is likely to be less going store to store to comparison shop this year,” Prosper Insights Executive Vice President of Strategy Phil Rist said. 

    According to Marketing Dive, campaigns from Target, Walmart and Kohl’s that show, but don’t dwell on, empathy for this year’s uncertainty have seen a positive response from consumers. Walmart’s back-to-school ad shows kids marching to the Temptations song “Get Ready,” heading both into school and the living room to learn. The Walmart commercial reminds consumers of Walmart’s safe options to shop, with online ordering and home delivery in addition to curbside pickup. Kohl’s back-to-school campaign features upbeat music, colorful graphics and the claim that they have everything kids need, “whether they are heading back or logging in.” One of Target’s back-to-school ads features technology needed for the home classroom with the double entendre, “home room check.” 

    Social Media And Email Could Help Marketers Convert More Back-To-School Shopping Consumers

    Especially because it is likely parents will need to do more than one shopping trip this back-to-school season, more consumers will be searching for products online to avoid unnecessary trips to brick-and-mortar stores. Marketers can capitalize on this expanded behavior to build and maintain more relevant digital relationships with their target consumers. 

    Because back-to-school shopping consumers are less likely to physically be going store to store to comparison shop this year, they may be more likely to review prices from one ecommerce website to another while weighing online purchases. Retail and brand marketers can tailor their back-to-school messages on their social media pages and within email campaigns to reflect product offers and savings incentives.

    Consumers are expected to prioritize three factors when back-to-school shopping this year: product availability, convenience and price. In response to those expectations, NRF Senior Director of Industry and Consumer Insights Katherine Cullen said, “Many brands and retailers are trying to be very upfront with what’s in stock, what to expect if you do decide to go to the store and what you can order online.” 

    Back-to-school shopping is different this year. Brands hoping to connect with back-to-school shoppers should aim to build and maintain relationships with target audiences digitally, providing a resource that makes back-to-school shopping as easy as it can be for consumers. With learning landscapes shifting in 2020, parents are ready to spend more and to spend more often, but they will be looking to shop strategically to stretch their spending.

    Seeking New Ways To Maximize Your Customer Acquisition?

    Digital Media Solutions (DMS) is a technology-enabled, data-driven performance advertising solutions provider connecting consumers and advertisers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive digital media reach can help you scale your customer acquisition results.

    Contact DMS
    • Previous Article

      Engage More Auto Insurance Shoppers With Personalization & Customized Offers

      Engage More Auto Insurance Shoppers With Personalization & Customized Offers

      From telematics to agile pricing, auto insurance brands are providing today’s version of customized experiences for drivers.

    • Next Article

      What Will Health Insurance Open Enrollment Marketing Look Like This Year?

      What Will Health Insurance Open Enrollment Marketing Look Like This Year?

      Delivering the right messages at the right time to the right person will be critical to engaging and converting health insurance shoppers during OEP.

    Most Recent Articles

    • 4 Tips To Help Set Up Inbound Call Campaigns For Long-Term Success

      4 Tips To Help Set Up Inbound Call Campaigns For Long-Term Success

      Careful planning is needed both on the advertiser and publisher sides for a call campaign to perform well. These four tips can help you set up inbound call campaigns for long-term success.

      Read Article

    • 3 Top Lead Generation Best Practices To Scale Your Business

      3 Top Lead Generation Best Practices To Scale Your Business

      Set lead generation campaigns up for success by deploying best practices and optimizations.

      Read Article

    • What Is The Latest News On Apple And Push Notifications?
      10 months ago

      What Is The Latest News On Apple And Push Notifications?

      At this year’s annual WWDC, Apple announced that beginning in 2023, iOS 16 will support web push notifications.

      Read Article

    •  8 Email Subject Line Strategies That Can Help Drive Up Open Rates

      8 Email Subject Line Strategies That Can Help Drive Up Open Rates

      Subject lines represent a make-it or break-it opportunity to get email opened.

      Read Article

    • 4 Often Overlooked Ways To Address Email Inboxing Challenges

      4 Often Overlooked Ways To Address Email Inboxing Challenges

      While there are technical aspects to making sure an email message gets to its intended destination, it’s important to always keep the consumer top of mind.

      Read Article

    • 5 Ways To Manage Customer Acquisition Challenges

      5 Ways To Manage Customer Acquisition Challenges

      Customer acquisition challenges are universal, but finding the right solutions shouldn’t be hard. Here’s a look at 5 ways to overcome your customer acquisition challenges & drive the results you need.

      Read Article

    • What Is Happening With The Twitter Purchase?
      11 months ago

      What Is Happening With The Twitter Purchase?

      Elon Musk is taking over Twitter. Now what? Here’s what you need to know about the sale of Twitter and how you can proceed confidently on the social media platform.

      Read Article

    • 6 Ways To Create A Successful TikTok Marketing Strategy

      6 Ways To Create A Successful TikTok Marketing Strategy

      A successful TikTok marketing strategy is important in 2022, but advertisers don’t have to do it alone.

      Read Article

    • Tax Prep Advertising Can Use The Lessons of 2022 To Better Target Audiences In 2023

      Tax Prep Advertising Can Use The Lessons of 2022 To Better Target Audiences In 2023

      The DMS Tax Preparation Survey offers clues for tax preparation advertisers who want to reach consumers with relevant messaging, when and where they are shopping.

      Read Article

    • 3 Strategies To Modernize Lead Generation Campaigns

      3 Strategies To Modernize Lead Generation Campaigns

      Brands can modernize their lead generation strategies with versatile creative, customized plans and personalized re-engagement.

      Read Article

    • What Is A Publisher?

      What Is A Publisher?

      Do you want to understand the best way to reach the right people with the right messages at the right time? Consider partnering with publishers.

      Read Article

    • How To Boost Engagement By Using Video In Emails

      How To Boost Engagement By Using Video In Emails

      Video advertising within email is gaining momentum with brands, aligning with the overall growth of video in advertising.

      Read Article

    • It's Okay To Believe Advertising IRL > Metaverse
      11 months ago

      It's Okay To Believe Advertising IRL > Metaverse

      Metaverse marketing is likely to be a part of future strategies for brands & businesses, but many are taking a “wait and see” approach while relying on the “tried & true,” like performance marketing.

      Read Article

    • Tax Season Marketing Should Target Americans Filing Their Taxes Early To Pay Off Holiday Debt
      about 1 year ago

      Tax Season Marketing Should Target Americans Filing Their Taxes Early To Pay Off Holiday Debt

      Filing taxes early to get refunds is the top way Americans are planning to deal with holiday overspending.

      Read Article

    • Valentine’s Day Advertising Must Reach Shoppers Ready To Take Action
      about 1 year ago

      Valentine’s Day Advertising Must Reach Shoppers Ready To Take Action

      Valentine’s Day is a time for ecommerce brands to reach consumers in the mood for love – and shopping. DMS surveyed 250 adults in January and found that gift giving has extended beyond just couples.

      Read Article

    • Post-Holiday Personal Finance Marketing: What Converts Based On A Recent Consumer Survey
      about 1 year ago

      Post-Holiday Personal Finance Marketing: What Converts Based On A Recent Consumer Survey

      71% of Americans believe they possibly overspent during the holidays. The brands that best engage borrowers by demonstrating how their solutions will deliver quick relief are likely to see success.

      Read Article

    • What Are Data Signals?

      What Are Data Signals?

      Real-time data signals can pinpoint the individual consumers most likely to respond to your advertising when they are ready to take action.

      Read Article

    • The Top 5 Social Media Strategies For Lead Generation

      The Top 5 Social Media Strategies For Lead Generation

      These best practices can help advertisers set up social media campaigns that successfully generate leads while creating ongoing engagement.

      Read Article

    • What Is Real-Time Data?

      What Is Real-Time Data?

      Quality, real-time data helps understand consumer desires and predict future actions, allowing advertisers to get the right message in front of the right person at the right time to encourage action.

      Read Article

    • Consumers Start Holiday Product Searches On Google – Make Sure You Are Easy To Find
      over 1 year ago

      Consumers Start Holiday Product Searches On Google – Make Sure You Are Easy To Find

      To connect with consumers during the early phases of their holiday shopping, advertisers need to make sure their brands are easily discoverable in multiple places on Google.

      Read Article

    Return to Home
    DMS Logo

    Tech-Enabled, Data-Based Performance Advertising

    facebook icon twitter icon linkedin icon instagram icon

    © 2021 Digital Media Solutions, LLC. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, LLC. All other company and product names referenced herein are the property of their respective owners.

    Digital Performance Advertising

    linkedin icon
    facebook icon
    twitter icon
    instagram icon

    Subscribe To News From DMS


    About DMS
    Toolset Solutions DMS Insurance DMS Performance Ad Market DMS Ecommerce Advertising DMS Consumer Finance DMS Education DMS Managed Services DMS Nonprofit Advertising DMS Subscription Advertising Newsroom DMS Insights Investor Info
    Contact Us
    (877) 236-8632 connect@DMSgroup.com Careers Become A DMS Advertiser Become A DMS Publisher
    DMS Proprietary Technology
    Aimtell Sparkroom ZipQuote
    Logins
    Aimtell Login DMS Exchange Login DMS Performance Ad Market Publisher Login Sparkroom Login ZipQuote Agent Login
    Privacy & Terms
    Privacy Policy Terms and Conditions Code of Conduct

    © 2022 Digital Media Solutions®, Inc. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, Inc. All other company and product names referenced herein are the property of their respective owners.