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BizReport : Advertising archives : August 07, 2013

How brands can use back-to-school to engage holiday shoppers

The back to school shopping season is in full swing, but there is more to this shopping windfall than paper and pencil sales. According to one expert, the back to school season is an early chance for online brands to more deeply engage a loyal customer base.

by Kristina Knight

While most retailers are focused on back to school sales right now, the holiday shopping season - forecast to push past the $600 billion mark - is right around the corner. And back to school may be a way to engage those holiday shoppers early.

According to data most back to school shoppers are looking for deals on apparel and accessories, but there are also shoppers who will stock up on paper and pens. And many tablet/computer sales are also expected.

"Our survey shows that 47% of parents plan to start shopping for back-to-school items in August. Brands should be showing their best deals and promotions now in order to reach the majority of shoppers. Give first time customers an additional incentive when they shop early, like an additional discount they can use later on Back to School items," said Howard Schaffer, Vice President,

Shortly after the back to school rush dies down, shoppers will begin looking at the holiday season. A new forecast out from Baynote predicts some will begin shopping in October for the holidays. How can brands use back to school to better engage these early shoppers?

"The back-to-school season is a great way for brands to demonstrate how great their deals are before the holiday season arrives. When shoppers find great offers for back-to-school, they are more likely to look at the same sources for deals on holiday purchases. Stores can also offer back-to-school shoppers additional savings that can be used during this holiday season," said Schaffer.

Through the end of the year, Schaffer says retailers will see significant growth, especially in the e-space.

"People aren't waiting for Cyber Monday anymore, either. A lot of folks skip the Black Friday madness by staying home and purchasing their holiday finds online. We also expect to see a huge increase in deals and shopping on Thanksgiving Day," said Schaffer.

Tags: 2013 holiday shopping trends, advertising trends, back to school advertising, ecommerce trends,

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