As the back-to-school season approaches, students aren't the only ones preparing for another academic year. Retailers are also gearing up to maximize their potential during this bustling period.
This season often brings a surge in sales for retailers, as students stock up on supplies and equipment for the term. The impact is so significant that some businesses thrive solely during this time. Considering Nigeria’s demographic, with over 45 million children in primary schools alone, this spike in demand is understandable.
Whether you’re offering school bags, mathematical sets, juice packs for children, or boarding school essentials, we’re here to help you excel in your back-to-school strategy.
Understanding The Back-To-School Season
In Nigeria, the back-to-school season typically commences between August and early September, following the summer break. According to a Worldremit report, Nigerians spend an average of $196 on back-to-school educational supplies. A significant portion of this expenditure, 56%, is allocated to uniforms, followed by stationery at 26%, sporting kits at 11%, and other school items at 7%.
It’s crucial to recognize that parents, not students, are the primary spenders during this season. If you cater to the wholesale market, schools also present a valuable target audience.
Optimal Timing for Marketing Campaigns
June/July: Launch early bird campaigns a month or two before the season.
August/September: Run peak-season promotions and discounts during this period.
- October: Target late shoppers, gradually winding down your marketing efforts.
6 Effective Back-to-School Marketing Ideas
Start Your Social Media Campaign Early: Utilize social media to reach parents and students before the school year begins. Share posts about your products and services, and leverage social media tools to boost sales. Using popular hashtags like #BackToSchool can enhance your visibility.
Offer Back-to-School Kits: Create appealing and cost-effective packages combining various items at special discounted prices. This approach encourages parents to spend more in your store.
Partner with Influencers: Collaborate with influencers to broaden your reach. Through meal prep content, Get-Ready-With-Me (GRWM) videos, or simple product placements, influencers can effectively promote your campaign.
Host In-School Promotions: Draw inspiration from brands like Milo and Indomie, which have successfully run in-school campaigns. Distribute free school items like books, bottled water, and your products to students participating in events. Even with a modest budget, you can find creative ways to make a memorable impact on students, parents, and teachers.
Host a Last Chance Sale: Drive sales of leftover stock by creating a sense of urgency. This strategy helps clear out old items, making room for new products. Special deals can boost sales and encourage customers to purchase additional items.
Organize a Back-to-School Contest: Take a page from Blue Band’s iconic “B without BB” campaign. Make your back-to-school campaign exciting by hosting a photo or video contest. Set a theme and invite your customers to create content around it, fostering engagement and advocacy for your brand.
Peak Seasons Need the Right Logistics Partner
A reliable logistics partner is essential for meeting the high demand of the back-to-school season. Ensuring your goods travel quickly and arrive in perfect condition, without excessive costs, is crucial.
Partnering with DHL makes this possible. We offer fast and secure delivery at competitive prices. Our track record speaks for itself, but if you need further assurance, opening a business account with us will demonstrate our commitment to your success.
