The back-to-school season is one of the biggest retail events in the US—in fact, the $68 billion industry comes second only to the winter holidays in terms of spend. Back-to-school shoppers in 2015 planned to spend an average of $630, with most of the spend going toward apparel and electronics, according to data from the National Retail Federation’s annual back-to-school survey. To help marketers capitlize on this popular shopping period, MediaMath analyzed 110 campaigns from previous back-to-school campaigns to see what trends and performance results stand out. Some highlights of our short guide include:
- 30% of conversions happen in two weeks in August
- Consumer goods and clothing and accessories make up 65% of all campaigns
- Back-to-school and mom segments vastly outperform college segments
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