Check out ZMG’s five key insights that brand marketers should know for the 2022 back-to-school season.
After more than two years of major school pivots, parents and students are embracing the 2022 school year with resilience, pragmatism, and excitement. With a mindful and value-drive approach to our audiences’ needs, Ziff Media Group is bringing brand marketers a cheat sheet for acing the needs of students and families for the school year ahead.
More than half of Americans (63%) report that back-to-school shopping will be a bigger deal for their family this year – and 50% are open to new retailers and brands, providing merchants an opportunity to grab new customers. The way in which brands show up during the back-to-school shopping timeframe will set the tone for the rest of the year, and into the all-important Q4 holiday season.
INTRODUCTION
TEEN CLOTHING
BABY RETAIL
+14%
+14%
ENTERTAINMENT
+11%
COMPUTERS
+9%
SHOES
+7%
KIDS RETAILER
+4%
Source: Ziff Media Group Research Insights, 2022 Back-to-School & Prime Day Survey, May 2022, N=1,137
Higher demand share during the back-to-school time period vs. rest of quarter:
Total Planned
Spend Per Family
Back-to-school planned spend opens up more revenue opportunities
for retailers and brands
REVENUE OPPORTUNITIES
AHEAD OF
THE RUSH
Shopping lists will be in hand by mid-summer as parents and caregivers get ahead of the rush
of shoppers plan to complete the majority of their school-related shopping in July and August, up from 62% last year.
68
%
will begin their back-to-school shopping before July 1
1 in 4
of consumers shopping for back-to-school plan to use Amazon Prime Day to find deals on school items such as clothing and tech
85%
make it a priority to complete their shopping as quickly as possible
22%
Source: Ziff Media Group Research Insights, 2022 Back-to-School & Prime Day Survey, May 2022, N=1,137
BRICK & MORTAR
COMEBACK
Physical stores are set for a major comeback after two years of strong online growth
More than half (56%) would buy online and pick up in stores while back-to-school shopping as well.
Online vs In-Store
Source: Ziff Media Group Research Insights, 2022 Back-to-School & Prime Day Survey, May 2022, N=1,137
Q3 Back-to-School shopping will drive the biggest channel shift in nearly two years with 61% reporting they will do the majority of their shopping in brick-and-mortar locations.
(Gen Pop Quarterly Performance)
Q4
2020
Q1
2021
Q2
2021
Q3
2021
Q4
2021
Q1
2022
Source: Ziff Media Group Research Insights, 2022 Back-to-School & Prime Day Survey, May 2022, N=1,137
ADDITIONAL PURCHASING
Deals and promotions spark additional purchase behavior during back-to-school shopping
of consumers shopping for back-to-school items say they will not make a purchase until they find a deal or sale.
54%
Selfish shopping is back!
48%
shop for non-school related items at the same time as long as there’s a good deal
of parents admit to grabbing a few items for themselves during back-to-school shopping
41%
Source: Ziff Media Group Research Insights, 2022 Back-to-School & Prime Day Survey, May 2022, N=1,137
PRIORITIES & PAIN POINTS
Parents look to please their kids this season, but only when there’s a deal to match
Top priorities when shopping for back-to-school items
Making sure my kids are happy with what I purchase
51%
Being as efficient as I can with my budget
47%
Finding discounts for back-to-school supplies
47%
Purchasing items to improve school performance.
36%
Spending as little as possible
24%
Not finding what I need
in store
31%
Getting everything
in time
32%
Making the most out of
my budget
35%
Dealing with crowds in stores
35%
How much money I will have to spend
40%
Top STRESSORS for parents and caregivers during back-to-school
INTRODUCTION
REVENUE OPPORTUNITIES
AHEAD OF
THE RUSH
ADDITIONAL PURCHASING
PRIORITIES & PAIN POINTS
BRICK & MORTAR
COMEBACK
CLOSE
Parents look to sneak in a few purchases for themselves during this time frame, too.
