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Mobile Marketing

Back to School – It’s Like the Holidays Come Early

If you have school or college-age kids,
you’ll know that the back to school shopping bonanza is big business. According
to the National
Retail Federation (NRF)
parents are set to spend a record-breaking $80.7
billion on sending their little darlings back to the classroom after the summer
recess. That’s an average of $696.70 for every household with kids in school
and a massive $976.78 for those with kids in college.

Those school supplies and books, clothes
and accessories, and shoes don’t come cheap – but these are items that more
than 90% of parents are planning to buy over the next month or so. Another 54%
of parents are also considering purchasing expensive electronic devices, such
as smartphones, tablets and laptop computers, for the new school term. If you
are in the business of selling to the back to school market, you can forget the
holidays because this is your peak sales period.

If you are still not convinced by back to school opportunity then consider
Back to school is the second busiest online
shopping period of the year after the Black Friday/Cyber Monday weekend in the
run-up the holidays. Valentines Day and Mothering Sunday don’t even come close.
There’s a lot of money invested in sending those kids back to the classroom and
you’d be unwise to ignore it.


Just because this is a busy shopping period
for many parents, it doesn’t mean they want to waste the precious summer months
hanging out at the mall. Back to school shopping is increasingly about online
retail and the vast majority of that is done via a mobile device.

In 2018, the eCommerce software company Shopify
stated that eCommerce sales from mobile devices reached a staggering 66% over
the back to school shopping period, compared to just 33.5% via a desktop

While the NRF suggests that many parents
plan their back to school shopping to coincide with big eCommerce sales events
like Amazon’s Prime Day on July 16th, Shopify suggests it also sees
significant surges at the end of August and around Labor Day.

Competitive Market

Sales events, including the aforementioned
Amazon Prime Day, highlight a very real problem for many online retailers. The
back to school opportunity may be big but just how do you compete with an
omnipresent brand like Amazon?

According to TechCrunch, Amazon owns 49% of all eCommerce sales in the United States and 5% of all retail spend. When you factor in big-box retailers like Wal-Mart and Staples (who also drive a lot of sales online) this doesn’t leave very much for smaller online brands to fight over unless they get strategic about how they acquire and retain their customers.

Thankfully, in the mobile environment
(where the bulk of the back to school sales action happens) there are
opportunities for ambitious retailers to grab prime retail real estate back
from the big guys and take their fair share of the profits.


Digital Turbine enables retailers to
pre-load their eCommerce shopping apps directly on the home screens of millions
of new smartphones, helping new customers become familiar with their brand at
the moment of maximum engagement – unboxing and activation. This familiarity is
then re-enforced every time a device owners looks at their screen.

Distribution: Alternative Routes to Market for Android Developers.

With the average smartphone user “checking”
their device on average 52 times per day, it doesn’t take long before a
previously unknown organization becomes a well-known brand.

Kids are Alright

Back to school doesn’t just create
opportunities for brands to target parents with their retail apps, the
end-of-summer sales season also places smartphones into the hands of millions
of young people every year. This creates a huge opportunity to promote
educational and recreational (games) apps to a whole new market who, let’s face
it just cannot put their devices down.

Game Developer Enjoys 7x Lift in Conversion Rates with SingleTap™ Installs


To learn more about how pre-loading your
app on millions of new devices can help you maximize the opportunity of back to
school shopping, talk to one of our smartphone app marketing experts today.

Marissa Camilli

By Marissa Delisle

Marketing Specialist

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