Let’s start with the numbers for what a “typical” back-to-school season used to look like. According to Deloitte’s annual back-to-school survey :
- $27.8 billion spent on school supplies, including clothes, paper supplies, pencils and electronics.
- $519 per student on-average
- 56% of shopping happened in brick-and-mortar stores
- 16 physical trips back and forth to get everything
But as with so much of our world today, this was before. 2020 is a back-to-school season like no other, with seismic shifts that requires those in the marketing profession to think and act with an unprecedented level of agility.
Here are three critical shifts we see unfolding and some questions to consider as you plan your response.