School shopping season is one area that is easily affected by the economy. And as a result, retailers all know that the past couple of years haven’t seen large numbers for back to school shopping. However, this year there is projected growth because consumer confidence is on the rise and items that were reused last year, like backpacks, now have to be replaced.
The International Council of Shopping Centers is forecasting a 5.4% increase in back-to-school sales. That translates into an anticipated $606.40 on clothes, shoes, supplies and electronics this year per average American family according to the National Retail Foundation.
So as this season of supply buying hits its peak, retailers should ask themselves “am I doing my best to encourage parents to spend their back to school budget at my store.”
Major retailers can seem to have the upper hand in back to school shopping season. Because they can be a one stop shop for everything, parents turn to these retailers for the major purchases. However, that doesn’t mean you shouldn’t try to capture as much business as possible. The key is to stand out from the crowd and to highlight your individuality from the other stores.
Here are some suggestions for differentiating your store.
- Evaluate your merchandise and find unique, affordable or hard to find items that aren’t normally found at the big box retailers. Then, make these items the highlights of your displays. If you are in a mall or a sidewalk traffic heavy area, put out signage about these items in windows and doorways to attract in customers that tout these items.
- Offer conveniences to parents that aren’t at other stores. One idea is to contact the local schools for their individual school supply lists. Have these on hand for parents. You might even highlight the lists with the items available at your store, or bundle common groupings together for a discounted price.
- As we discussed before, push your school appropriate clothing, shoes, accessories, bags and other items. Back to school shopping can be an extremely stressful time for parents. So put away the tank tops and short shorts and dress mannequins up with longer shorts, plain shirts with sleeves and neutral clothing items to highlight items that fit in with local dress codes.
- Don’t forget the moms. If your store doesn’t offer items that are directly related to back to school, remember that moms need a little extra this time of year. Consider discounting spa items, giving away samples or doing little things to say thanks to all the moms who are getting their kids ready for the upcoming school year.
- And finally, keep things organized. Back to school shopping can be a nightmare when it comes to restocking and keeping things in the right place. Children can change their mind, put things in the wrong spot or just generally wreak havoc on your store’s organization. So make sure you staff accordingly so that someone is constantly putting things back in place. If things are in the right spot, they are more likely to be bought.
This is a fast season and it is already here. But remember that it isn’t too late to make some simple adjustments to what you are already doing in order to boost sales. Look at what items are selling and emulate the things that work.
With Memorial Day and other summer sales quickly approaching, we wanted to spotlight some summer sales techniques. And because one of our best resources is you, we wanted to ask you what has worked best in the past when promoting and implementing summer sales.
