Brands Urged to Focus on Pricing to Attract Back-to-School Shoppers

What's Happening?

A survey conducted by GumGum reveals that pricing and promotions are key factors influencing back-to-school purchases for nearly a third of UK consumers. The study, involving over 1,250 participants, highlights that 77% of shoppers are influenced by advertising, particularly when ads are relevant to items they are actively searching for. Economic pressures have led 72% of Brits to adapt their shopping habits, prioritizing discounts and sales, buying fewer items, and opting for budget-friendly brands. The survey underscores the importance for brands to connect emotionally with price-conscious parents during this critical shopping period.

Why It's Important?

The findings from GumGum's survey are crucial for brands aiming to capture the back-to-school market, which involves significant spending on essentials like clothing, footwear, and tech. By focusing on pricing strategies and relevant advertising, brands can effectively engage with consumers facing economic constraints. This approach not only helps brands stand out in a competitive market but also builds long-term loyalty by addressing the financial concerns of families. The emphasis on price sensitivity and creative advertising could influence marketing strategies across various sectors, particularly in times of economic uncertainty.

What's Next?

Brands may consider leveraging technology to better understand consumer behavior and optimize advertising strategies. This could involve using contextual signals to deliver ads at key decision-making moments, enhancing the relevance and impact of marketing campaigns. As the economic climate continues to affect consumer spending, brands might explore innovative ways to offer value and support to shoppers, potentially leading to new marketing trends focused on empathy and consumer needs.