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By (Research and Insight Manager)

Step 1: Do your homework Ìý

In 2024, £1,261m was spent on Back-to-School goods in the UK and with 81% of families anticipating making a purchase this year, it’s a no-brainer for brands to be present for the occasion, drawing in both new and returning shoppers across the country.ÌýÌý

Crucially, it acts as a Category Entry Point, prompting consumers to engage with categories they may not have considered in months. From clothing, footwear, and stationery to food and drink for packed lunches, Back-to-School is a moment when brand choices are made, and habits are formed. Connecting with category entry points like Back-to-School increases the likelihood of your brand being top-of-mind when consumers are ready to buy.ÌýÌýÌý

Step 2: Know your subjectsÌýÌý

When it comes to Back-to-School shopping, it’s important to know your subjects, and in this case, your shoppers. Families across the UK, from the South West to Scotland, are gearing up for the season, with 86% of shoppers residing outside of the Capital.ÌýÌý

Key category intentions include 89% of shoppers planning to buy clothing and footwear, 82% eyeing snacks, and 73% looking to purchase soft drinks. While core buyers are crucial, light buyers make up a significant share of each category, especially during seasonal moments like Back-to-School. These shoppers may only engage occasionally, but their collective impact is huge, providing the greatest growth opportunity.Ìý

Step 3: Prepping 101

Much like excelling in any subject, success during the Back-to-School season depends on being in the right place at the right time. To stand out, brands need to build mental availability, ensuring shoppers think of them first. Most shoppers start considering Back-to-School purchases a few weeks ahead, so showing up early and tapping into those needs helps make sure your brand is front and centre when they’re ready to buy.Ìý

OOH advertising offers a powerful opportunity to achieve this, as it reaches 95% of families every week, making it a vital tool for enhancing mental availability for your brand. Plus, because of its broad reach, OOH is best placed to reach light buyers across the UK – those who might not be frequent shoppers but are swayed by a well-timed reminder.ÌýÌý

Step 4: Show up when it countsÌý

Once you’ve built mental availability, the next step is making sure your product is easy to find and buy when shoppers are ready to act - this is where physical availability comes in. Whether they’re on the school run, running errands, or out on the high street, reach shoppers with OOH advertising. Use proximity planning to advertise around key locations and points of purchase, and activate your campaigns with time-of-day or data-driven triggers to engage families when they’re most likely to shop.Ìý

In 2024, 84% of all Back-to-School shoppers made a purchase in-store. Our retail proposition puts your brand right at the point of purchase - in supermarkets, on high streets, and in shopping centres, giving shoppers that final nudge when it matters most.Ìý

Step 5: Learn these off by heartÌý

As the final bell approaches, here are the key things to remember to make sure your Back-to-School campaign passes with flying colours. Think of these tips as the essentials that will help you score top marks in reaching your audience when it matters most.Ìý

1 – Build – Use our unparalleled reach of families and light buyers to maintain mental availability.Ìý

2 – Reinforce – Use our proximity packages to reinforce points of physical availability.Ìý

3 – Remind – Use our retail media networks to increase prominence at the point of sale.ÌýÌý

Step 6: Final notes: making the gradeÌýÌý

Back-to-School is a crucial category entry point that brands shouldn’t ignore. To succeed, your brand needs to be top-of-mind (mental availability) and easy to find (physical availability). Light buyers - those who may not purchase frequently but are still influential during peak seasons like Back-to-School, shouldn’t be overlooked. If you know who your shoppers are, show up where they are, and make sure your brand is easy to spot when they’re ready to buy, you’re already on the right track. Out of home and Bauer Media Outdoor give you the tools to make your brand visible and a part of the buying journey. Do that, and your brand won’t just show up; you’ll be top of the class.Ìý

Sources: Mintel – Back-to-School Report, 2024. Back-to-School Retail Occasions Survey, March 25. IPA Touchpoints, 2024Ìý

Ready to rise to the occasion?Ìý

Our new Retail Occasions insight series is designed to help you identify the most valuable shopping moments throughout the year and understand how to leverage them for growth. If you’d like to know more, Ìýfill in the form and our team will be in touch with you shortly to chat about your enquiry.Ìý