As we enter the second month of the fall 2024 semester at California Baptist University, the back-to-college shopping frenzy comes to an end.
Students on campus flood the hallways with the latest trending water bottles and essential classroom items to prepare for the daunting semester ahead.
In today’s digital age, tech-savvy students are no strangers to the latest deals and college necessities for the school year.
According to a survey by the National Retail Federation, “The top five categories for college spending include $359.49 on average for electronics ($22.8 billion total), $192.40 for dorm or apartment furnishings ($12.2 billion total), $171.06 on clothing and accessories ($10.9 billion total), $149.71 on food ($9.5 billion total), and $112.60 on shoes ($7.1 billion total).”
The survey found that back-to-college students shopped online, in department stores, and at discount stores. It also noted that total back-to-college spending is expected to reach $86.6 billion, the second-highest figure in the survey’s history.
Back-to-school spending has proven successful for many companies, but there’s a noticeable shift in how businesses market their deals to college students.
Dr. Christina Gonzalez, professor of business and program director for the doctorate of organizational change and administration, explained the evolving marketing processes for back-to-school.
“The newest thing that’s happening, which you might feel as a consumer, is this is probably the first year in a long time advertisers are appealing specifically to back-to-college,” Gonzalez said. “In the past, they were focused on back-to-school for K-12 kids, but now they’ve added a layer of messaging for college students, especially in social media.”
Gonzalez also noted the unique patterns in school and media marketing, particularly during election years when media costs are higher. Retailers began rolling out back-to-school content as early as June to avoid competing with the noise of election advertising.
“That early start is intentional because of the cost of media, but also to break through the clutter,” Gonzalez said. “If they had started after the Fourth of July, they’d be competing with more noise during the election cycle.”
As brands analyze their audiences, they’re shifting focus to one of their largest consumer groups—college students. According to the Refuel Agency, college students, with over 21 million enrolled across the U.S., have $593 billion in spending power, making them a prime target for marketers.
With these insights, it’s clear that understanding consumer behavior is essential for brands aiming to connect with this demographic.
Karla Whitman, senior marketing major, discussed the importance of convenience for college students when shopping.
“Though Gen Z grew up with online retailing, they still go to brick-and-mortar stores. Convenience is key for college students, and retailers have worked hard to make it easy, whether online or in person,” Whitman said.
Faith Ellzey, junior digital marketing major, added that companies are skilled at drawing students in with discounts and promotions.
“I think their sales and promotions really target us, which makes us happy and gives us that feeling of, ‘I have to buy because I get a discount,’ so companies hit a chord with us by focusing on school supplies,” Ellzey said.
Many companies also focus on product placement and pricing to attract students during back-to-school shopping.
“Back-to-school marketing focuses a lot on the convenience of location. When you walk into a store before school starts, you’re bound to see signs for back-to-school items, often placed near the entrance. These items are likely marked up slightly due to their convenient location,” Whitman said.
Gonzalez noted that digital marketing allows businesses to see quicker results and adapt rapidly to consumer responses.
“Traditional businesses may still spend more on TV and radio, but when targeting back-to-school or back-to-college audiences, they focus more on digital and social media,” Gonzalez said. “Not only is it more effective because it’s what their audience is consuming, but it’s also easier to make real-time adjustments and see results almost immediately.”
The evolving nature of back-to-college marketing highlights the importance of understanding student needs and preferences. Brands are adapting their strategies to engage this influential demographic, shaping the shopping experience for college students.
