How to Capitalize on Changing Back-to-School Season Shopping Behaviors

As summer winds down, many brands and retailers kick off promotions hoping to win a share of back-to-school baskets. But more is at stake than just sales during a big stock-up trip.

Routines change when kids head back to school, and new research from Kroger Precision Marketing Powered by 84.51° show that shopping behaviors change with them. More than one third of shoppers say they are shopping in-store more often during the season or that they are buying different brands, while 30% are saving time by shopping pickup or delivery more often.

Parents are looking to reduce friction throughout their week, with 67% preparing meals ahead of time. That provides brands the opportunity to meet their needs by providing inspiration for simple weeknight dinners, afterschool snacks, and packed lunches. Shoppers assign almost equal value to ease of preparation, affordability, and freshness when considering what to pack for their kids, so brands that can position themselves as delivering on all three have a better shot at winning sales. These considerations are often happening pre-trip, with about 60% of shoppers finding meal ideas from friends, family, and social media, while 43% check dedicated meal apps.

Families Need Help Every Week

A big push on key items at the beginning of the back-to-school season is going to be less effective than solutions shoppers can use on a week-to-week basis. Brands need to reach shoppers at the planning stage as they’re making lists and consulting recipes for meal prep, positioning their products around key occasions like breakfast, snacks, and weeknight dinner. They should also seek to reduce friction whenever possible, appealing to stressed parents dealing with decision fatigue by clearly conveying the product’s value, relevance, and convenience.