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1、Insider Intelligence pegged 2023 back-to-school sales in the U.S.at$71.74 billion,up 5.5%compared with last year,and the research firm said back-to-school will account for 3.9%of total retail sales in the third quarter of 2023 and 1%of the full-year total,unchanged from 2022.During the 2022 back-to-
2、school shopping season,Morning Consult found that 73%of respondents planned to shop in late July and early August,with the most common budgets ranging between$100 and$500.According to the National Retail Federation,back-to-school shoppers are combating economic challenges by:doing more comparative s
3、hopping online(45%of respondents to its survey),shopping for sales more often(45%),buying more store brand/generic products(39%),and using coupons more(27%).NRF also found that 68%of parents are planning their back-to-school shopping around events such as Labor Day sales.Back-to-school sales in the
4、U.S.are projected at$71.74B in 2023.$71.74 BLorem ipsumHighlights from lists shared by apparel giant Lands End,The Teen Magazine,and international lifestyle magazine Pouted include:Bomber jackets:Last popular in 2016,bomber jackets are on their way back for the winter months,with the emergence of ra
5、cecar jackets setting the stage.Denim:2001 is back,with low-waisted jeans joined by jean jackets,jumpsuits,and skirts.The return of 1990s grunge looks,such as skirts and sneakers,or cardigans with long skirts.Silver:While gold will likely maintain its popularity,the return of early 2000s styles will
6、 bring with it the return of silver in accessories such as bags and scarves,as well as in monochromatic outfits with chunky bracelets and sandals.Sheer:Nora Wagner wrote for The Teen Magazine,“Celebrities have been utilizing translucent materials to elevate their outfits,from Kendall Jenners pantles
7、s streetwear to Jenna Ortegas red carpet wrap dress,”adding that this trend will filter to the general public through items such as mesh pants and tops.TRENDS FOR 2023 Healthy munchies:Consumer packaged goods marketing platform AdAdapted said the market for healthy snacks is projected to reach$32.9
8、billion by 2026,and parents who are worried about childhood obesity and the adverse health effects of excessive sugar intake are prioritizing low sugar content.Recognizing this,CPG brands are providing healthier versions of classic snack foods,such as baked chips and reduced-sugar fruit snacks.Mine,
9、all mine:Students will seek out ways to personalize their learning spaces and supplies through methods such as customizable stationery,stickers,and 3D printing,according to Gitnux.Taking care of themselves:Gitnux is bullish on self-care products that help students with their mental health,such as ar
10、omatherapy diffusers,stress relief toys,and weighted blankets.For students with sensory sensitivities or special needs,apparel brands are beginning to offer adaptive,sensory-friendly clothing options.Keep it green:Gitnux believes the environment will influence back-to-school shopping decisions,propp
11、ing up biodegradable,reusable,and sustainably sourced products such as bags,lunchboxes,and notebooks.Get organized:Content hub Gitnux sees items such as calendar applications and digital planners performing well this back-to-school season to enable students who opt for hybrid or online-only learning
12、 to better organize their assignments,schedules,and study time.Technology:Gitnux predicts robust sales of mesh systems,routers and Wi-Fi extenders to keep students online and optimize their connectivity.STEM(science,technology,engineering,and math)education is also top of mind this year,with parents
13、 and students seeking related coding kits,robotics,and science-related books and toys.And as virtual reality technology continues to advance,it will likely play more of a role in education,enabling students to take part in interactive virtual learning environments.Covids lingering effects:Despite th
14、e lifting or easing of most pandemic-related restrictions,Gitnux expects strong demand for devices that are essential for elearningheadphones,laptops,and tabletsas well as subscription-based learning platforms like Codecademy,Khan Academy,and MasterClass.Students need a comfortable place to get thei
15、r work done,so items like adjustable desks,ergonomic chairs,and other home office furniture are also on Gitnuxs radar.And the content provider believes facemasks,hand sanitizer,and surface disinfectants will remain in the mix.Students and parents are doing their back-to-school shopping earlier,with
16、market research data provider Numerator finding that more than 21%are filling their carts before July,up 3%versus 2021.Early August was still tops,at 26%,and just 9%procrastinated until late August or September.As for where this shopping is being done,the National Retail Federation found that 49%of
17、2022 back-to-school shopping took place in physical stores,up from 43%the previous year,and the top five destinations were online(50%),department stores(45%),discount retailers(40%),clothing stores(37%),and electronics stores(28%).Shoppable video provides consumers with the convenience of shopping a
18、t home and completing purchases without leaving the platforms they are using to view content,as well as the information that creators can add to the process,such as fashion shows and product demonstrations.According to Adadapted,the CPG industry is among the top three in terms of engagement with sho
19、ppable videos,and some 40%of digital buyers who were exposed to those videos engaged with them.Adadapted wrote,“By incorporating product links and purchase buttons directly into videos,brands can create a more engaging and immersive shopping experience for consumers,ultimately leading to increased s
20、ales and brand loyalty.”WHEN AND WHERE ARE PEOPLE SHOPPING?SHOPPABLE VIDEO CARVES ITS NICHELorem ipsumBACK TO SCHOOL WITH CREATORS Creators on the traditional platforms of Instagram,TikTok,and YouTube,as well as others like Twitch and Twitter,can be particularly useful for reaching this generation o
21、f students,which has grown up online.Online catalog Printify shared some examples of marketing messages that creators can help brands convey:11.1 billion views 431.8 million views 357.9 million views 234.1 million views 139.3 million views 61.5 million views 60.5 million views 51.8 million views 41
22、million views 37 million views 34 million views 11.5 million views 9.4 million views 8.8 million views 1 million views#BackToSchool.#BackToSchoolCheck.#SchoolSupplies.#DormRoom.#BackToSchoolOutfit.#DormDecor.#BackToSchool2022.#BackToSchoolShopping.#StationaryHaul.#BackToSchoolHaul.#DormRoomDecor.#Sc
23、hoolSuppliesHaul.#BackToSchoolChallenge.#Uniessentials.#BackpackEssentials.The top trending hashtags on TikTok for this back-to-school season are:Show off the latest trending apparel and accessories.Feature affordable supplies for families with budget constraints.Provide easy access to shopping oppo
24、rtunities,such as via shoppable videos.Go into detail about products with specialized features or manufacturing techniques.Highlight customizable gifts and products for teachers.Contrast essential supplies for in-home and in-person learning.Determine the goal of the campaign to ensure that the creat
25、ors who fit best are chosen.Sample goals include acquiring new customers,driving in-store traffic,boosting website visits,improving brand awareness,or changing how the brand is perceived.Monitor what is trending on platforms and see where there are opportunities,such as taking part in viral challeng
26、es on TikTok.Include a clear visual of the brand and product within the first few seconds of a video or within the first frame of your content in order to enhance brand recall.Along with prominently featuring the product,leaning on the creator to add their own personal style and creativity to the co
27、ntent opens the floor to more unique storytelling and personal connections to their audiences,building value around your brand beyond face value.Expand reach through paid boosting and targeted audiences:Further leverage creative content by bolstering campaigns through investing in paid media.This dr
28、ives the campaign to the pages of specific audience groups and categories,and it increases visibility of your content through platforms algorithms.BEST PRACTICES:About the campaign:Between early wakeups,making breakfasts,packing lunches,catching school buses,homework helping,and after-school snackin
29、g,for parents,“back to school”might as well be called“back to the scramble.”Make back-to-school a lot simpler by serving up no-prep and no-nonsense Nutri-Grain Bars and Bites at breakfast and snack-time.With flavors kids love and ingredients you feel good about,theyre an A+for the entire family.Plat
30、forms:Instagram and TikTok.Strategy:Any parent knows that their day can go from zero to crazy at any moment when it comes to taking care of the family.To showcase Nutri-Grain as the easy,smart snack choice for any family,we worked with parents and family creators to show how Nutri-Grain easily fits
31、into their every day.About the campaign:Kelloggs holds an annual reading rewards program to encourage kids and families to read more by buying Kelloggs products to redeem free books.Platforms:Instagram.Strategy:As back-to-school season comes around,moms and teachers are always looking for the best w
32、ays to enhance their kids learning opportunities.Leaning on parent and teacher creators,the campaign aimed to drive awareness and excitement around Kelloggs Feeding Reading by creatively showcasing participating Kelloggs snacks and books from the promotion.Open Influence is a global award-winning managed service creator marketing agency focused on connecting humans through authentic content and generating value for brands across all social media channels.Reach out to us today to begin finding and engaging with your community in your next campaign.