12 Back-to-School Marketing Ideas For E-commerce Brands (2024)

As the new school year starts, online sellers have a unique opportunity to connect with shoppers in creative ways. Thus, this blog provides you with 12 Canadian-focused back-to-school marketing ideas to help you capture attention and drive sales.

This busy shopping season is about more than just basic school supplies. It's about crafting experiences that resonate with your audience. Let's explore how to elevate your own marketing efforts and connect with your audience like never before!

Key Takeaways

• Start your back-to-school marketing early to reach more people and take advantage of popular trends.
  
  
• Offer special deals, student discounts, and bundles to attract customers and sell more. Even if your products aren’t school-related, tailoring them to the back-to-school season can help.
  
  
• Use social media, influencers, emails, and online events to reach your audience. These tools can help you get more people to see your brand, get them excited, and have a successful back-to-school season.
  
  

When Does the Back-to-School Season Start?

The first day of school for most students in 2024 will be September 4. This date follows Labour Day, which falls on September 2, 2024. Various local school- boards may have slight variations in their calendars. However, September 4 is the widely recognized start date across many regions, including Ontario and Manitoba.

Back-to-School Shopping Trends

Knowing the season's top online shopping trends can help you put your business on a pedestal if you wish to take advantage of the season. Here are three key back-to-school shopping trends in Canada you can check out:

1. Focus on Essentials and Budget-Conscious Shopping. In 2023, most Canadian consumers focused on buying necessities, with 60.8% choosing stationery over expensive items. To meet this budget-conscious demand, online sellers should emphasize affordable essentials.
   
   
2. Last-Minute Shopping. About 15.7% of shoppers planned to buy their back-to-school items just a week or less before school starts, showing a trend of last-minute shopping. Online sellers can take advantage of this by offering fast shipping and special promotions as the school year nears.
   
   
3. Increased Online Engagement. Since about 80% of Canadians shop online for back-to-school items, online retailers need to boost their digital presence. This means optimizing websites for mobile, using social media for promotions, and running targeted ads to attract last-minute shoppers.
   
   

Essential Back-to-School Campaigns

Here are back-to-school marketing campaigns to promote products and services, build brand awareness, and drive sales.

1. Start Your Back-to-School Campaign As Early As Possible

As the old saying goes, "The early bird catches the worm." You should remember this statement to maximize the impact of your marketing campaigns. Launching your campaign earlier allows you to reach back-to-school shoppers and take advantage of events like Amazon Prime Day.

However, remember that the school year begins at different times across Canada, so research your specific market region. By starting early, you can capture a larger portion of back-to-school spending and stay top-of-mind with your target audience throughout the season.

2. Offer Exclusive Back-to-School Promotions

Many businesses offer exclusive promotions, especially during peak periods like the back-to-school season. You may think that providing such back-to-school sales is an additional burden for your business, both financially and logistically. But it would be best to focus on the benefits they bring to your business instead.

Exclusive promotions help differentiate brands, build loyalty, and encourage repeat purchases. With the deals you offer, you are not only making your business stand out. You are also providing Canadian families with solutions to the rising costs of supplies and essentials.

Additionally, deals and promotions can clear inventory, boost cash flow, and increase brand awareness. These elements provide your business with a competitive edge and contribute to the brand's overall growth and success.

A back-to-school shopper would rather go online shopping from your store than visit a brick-and-mortar chain during this back-to-school rush.

Here are some creative back-to-school promotions you can offer, regardless of your product or service:

Student Discounts

To attract student shoppers, offer a student discount with a valid ID. Partner with local schools to promote this discount and effectively reach your target audience.

Referral Programs

Encourage customer referrals by offering discounts to both the referrer and the new customer. This way, you reward loyal shoppers while attracting new ones, boosting your sales and expanding your customer base.

Even if your products aren't directly related to schooling, you can still create relevant promotions. For example, offer a "back-to-school wardrobe update" promotion if you sell clothing. If you sell electronics, offer a "study smarter" bundle.

The key is to find a creative connection between your products and the back-to-school season.

3. Promote Bundle Deals

Bundle deals are packages of products or services offered at a discounted price compared to buying them individually. This business strategy is not new, so you should consider offering it yourself.

We totally understand if you're reluctant to implement this in your business! However, how you feel should pay attention to the benefits they can offer your brand.

They offer customers a one-stop shop for their needs, saving them time and effort. Bundling products can also provide a significant discount compared to buying items individually. You can consider combining items that complement each other to enhance their usefulness.

Overall, bundle deals can encourage customers to purchase additional items they might not have considered otherwise. Plus, they foster customer loyalty and repeat business.

Here are three creative bundle ideas that can appeal to Canadian shoppers, even if your products aren't directly school-related:

Study Smarter, Live Better Bundle

This bundle idea is perfect for people looking to boost their productivity and well-being. It includes a laptop or tablet, noise-cancelling headphones, and a productivity planner.

By offering this type of bundle to customers, you are not only increasing your average order value. Instead, you also position your store as a go-to destination for everything needed to stay on top of tasks and maintain a balanced lifestyle.

It's an effective way to attract customers who value convenience and performance.

Fashionable First Day

Let your customers step into the new school year with a wardrobe. This stylish bundle features a trendy outfit, a chic backpack, and a pair of comfortable shoes.

Packaging these items together makes it easier for your customers to shop. But what's more important? You ensure they look and feel their best on their first day back. It is perfect for anyone who wants to make a statement while staying comfy and on-trend.

Cozy Study Nook Bundle

Create the perfect space for focused learning with this bundle! Some items you can include in this package are a stylish desk, a comfortable chair, and a reading lamp for late-night study sessions. You can also add a cozy throw blanket to keep the customers warm during colder nights.

This set provides shoppers with a productive and inviting study space at home, perfect for those looking to enhance their study environment.

If you don't sell anything directly related to schooling, consider these alternative approaches:

• Seasonal Bundles. Offer bundles of products relevant to the back-to-school season, such as fall fashion items or cozy home goods.
  
  
• Value Bundles. Create bundles that offer a significant discount compared to buying items individually, making them appealing to budget-conscious shoppers.
  
  
• Complementary Bundles. Bundle products that complement each other, such as a skincare routine or a cooking kit.
  
  
• Themed Bundles. Create bundles around a specific theme, such as "wellness," "productivity," or "creativity."
  
  

4. Utilize Social Media Marketing

As of early 2024, approximately 81.9% of Canadians used social media platforms. Remember, your audiences are among these numbers. So, if you want to captivate them and elevate your brand to its highest potential, create an effective social media marketing strategy.

Posting just to make your business relevant for the season is not enough. Your audience must see and feel the value of your brand, which can make them buy from you instead of your competitors.

Be creative! Share behind-the-scenes peeks and highlight customer success stories. If you can, offer valuable tips and tricks related to back-to-school topics to engage your audience and spark conversations.

Some of the ideas you can share with your audience include:

• Back-to-school anxiety and stress management
  
  
• Study tips and techniques
  
  
• Time management and productivity hacks
  
  
• Healthy eating and lifestyle habits
  
  
• Technology and Education
  
  

These topics tap into various demographics, from high schoolers to university students and even parents! You can also host a photo or video contest to lift your online marketing strategy.

No back-to-school products? No problem! You can still join the fun by linking your products to the season. Promote items that aid home organization or highlight products that make life easier for busy families. Your unique spin on the season can still capture attention and drive interest!

5. Collaborate with Influencers and Bloggers

Influencers, bloggers, and content creators have established credibility and a dedicated following in specific niches. So, collaborating with them can be a brilliant move for your brand. They can help you reach a targeted audience—students, parents, and educators—by sharing your products in a relatable and appealing way.

These content creators can make engaging content, such as reviews, tutorials, or unboxing videos, highlighting how your products fit into the back-to-school season. Bloggers can write detailed posts and reviews that offer in-depth insights and recommendations.

Their endorsement can increase your brand, drive traffic to your website, and enhance your campaign's

For a successful back-to-school season campaign, consider tapping into these types of content creators and influencers:

1. Educational Influencers. They are content creators who focus on learning tips, study strategies, and classroom organization. Their audience is often busy parents and students looking for school-related advice.
   
   
2. Parenting Bloggers/Influencers. Parents who share insights on family life, school preparation, and kid-friendly products. They can authentically promote your products as valuable tools for back-to-school preparations.
   
   
3. Lifestyle Influencers. These creators cover a broad range of topics, including home organization, productivity, and fashion. They can integrate your back-to-school offerings into their content, reaching a diverse audience.
   
   
4. Tech Reviewers. Influencers who specialize in reviewing gadgets, software, and tech gear. They can highlight any useful tech products you offer for students or educators.
   
   
5. Fashion Influencers. Those who focus on clothing and accessories, especially if your products include trendy back-to-school outfits or accessories. Their endorsement can help position your products as must-haves for the new school year.
   
   
6. Student Influencers: Young influencers who are currently in school or college. They can showcase how your products fit into their daily routines and resonate with their peers.
   
   

Selecting influencers and content creators whose audience aligns with your target market will ensure that your back-to-school campaign is engaging and effective.

Note: You can still collaborate with content creators even if your business isn't directly related to schooling. The strategy can focus on how your products or services enhance the experience. Instead of focusing on school-related topics, you can tie your offerings to themes like stress relief, home organization, or self-care.

For example, you are selling home goods. You can spin it off by showing how your products can create a comfortable study environment. Are you selling skin care products? Focus on the benefits of having a nighttime routine to relieve academic stress.

This approach helps you connect back-to-school audiences while highlighting the broader value of your products or services.

6. Create Back-to-School Guides and Checklists

Back-to-school guides and checklists attract and engage customers by providing valuable, practical resources. These materials give your brand authority, drive traffic to your site, and encourage purchases.

They also simplify the shopping process for busy parents and college students, increasing the chances of conversions. One thing to remember when offering tips is to tailor them to showcase your products' relevance. Focus on how you can enhance customer satisfaction and build trust.

This content not only supports your audience during a hectic time but also promotes your brand as a go-to resource for back-to-school essentials.

Here are five back-to-school guides and checklists that businesses can share:

1. Ultimate Back-to-School Shopping Checklist. A comprehensive list covers essential supplies, clothing, tech gadgets, and other student must-haves. Include sections for different grade levels and types of schools to cater to diverse needs.
   
   
2. School Organization Guide. Tips and tools for organizing a study space, managing school supplies, and keeping track of assignments and deadlines. Highlight products that aid in organization, such as planners, storage solutions, and desk accessories.
   
   
3. Healthy Lunchbox Ideas. A guide featuring nutritious and easy-to-make lunchbox recipes. Include suggestions for lunchbox containers and accessories and tips for ensuring balanced meals that kids will enjoy.
   
   
4. Back-to-School Fashion Trends. A guide showcasing the latest trends in school fashion, from trendy outfits to essential accessories. Offer styling tips and highlight products available in your store that fit these trends.
   
   
5. Tech Essentials for Students. This checklist includes must-have tech gadgets and accessories, especially for back-to-college shoppers. Provide recommendations and tips for selecting the right tech for different academic needs.
   
   

7. Host Online Events and Workshops

Hosting online events and workshops is another way for businesses to showcase their expertise. However, more than that, it helps them engage with their audience and build the brand awareness they need.

Various events provide value to customers by offering useful information or interactive experiences. In return, your customers are more likely to trust and buy from your brand.

Meanwhile, workshops create opportunities for direct interaction. You have the chance to answer questions and gather feedback directly from your audience.

All in all, activities such as these can boost online presence and attract new customers. A good combination to position your business as a leader in your industry.

Here are three online events and workshops businesses can host for the back-to-school season:

Back-to-School Prep Workshop

The first day of school can be tormenting for many. So, having a live session exclusive to this school spirit will show your brand's more empathetic side.

You can share tips on organizing school supplies, creating study schedules, or preparing for the first day. Include tips, checklists, and product recommendations to help students and parents prepare.

DIY School Supplies Crafting Event

This virtual crafting event can be a practical solution to increasing back-to-school basics. What's more, you are also helping your customers be more creative.

You can offer suggestions on how they can personalize school supplies like notebooks, planners, or pencil cases. Highlight the products needed for the crafts that are available in your store.

Student Success Webinar

People need motivation, and the same goes with every student. Provide a webinar focused on study tips, time management, or mental wellness for students.

Consider inviting experts to speak and recommend products or services that support academic success and well-being.

On the other hand, we also have some suggestions for businesses that are not directly related to schooling or academics. There are still plenty of creative ways to engage with the back-to-school season:

Parent Self-Care Workshop

Host a virtual event focused on stress relief, relaxation techniques, or wellness tips for parents during the busy back-to-school period. Offer special discounts on products or services that support self-care.

Home Organization and Decluttering Webinar

Provide a session on organizing and decluttering the home, focusing on creating a peaceful environment as kids head back to school. Promote storage solutions, décor, or cleaning services.

Meal Planning and Prep Event

Offer a live cooking class or meal prep workshop to help families create quick and healthy dinners during the school year. If you sell kitchen gadgets, cookware, or food products, highlight them during the event.

These events can still connect with the back-to-school theme by addressing the broader needs of families during this time.

8. Sell Personalized Products

Personalized products offer a unique, customized experience that appeals to students and parents. Personalization adds value, making these products ideal for gifts or special purchases. While this may cost your audience more, the worth it delivers justifies a higher price point.

Additionally, the appeal of unique, tailored items encourages repeat business and word-of-mouth referrals. This market edge can markedly improve sales and customer interest.

9. Send Targeted Email Campaigns

Email marketing is a digital strategy in which businesses send targeted messages directly to their customers' inboxes. If you want to take your back-to-school marketing campaign to the next level, consider email marketing.

These emails can include promotions, product updates, newsletters, or personalized offers. For example, let us say you want your customers to know that you will have an upcoming back-to-school sale, but you don't want to put the spotlight on it yet.

You can start mentioning them in your emails in early July or early August. In this way, you already have a good start without being too obvious about it.

What's good about using this strategy is its cost-effectiveness. Plus, it is highly customizable. It's easier for you to tailor the message according to your customer list. Each message can be based on factors like purchasing history, demographics, or interests.

To add to that, email marketing provides measurable results, such as open rates and click-through rates. This means you can track the effectiveness of your campaigns and adjust your strategies accordingly.

You can provide personalized product recommendations and special offers perfect for the school year. But what's more important? Incorporate eye-catching visuals and clear calls to action (CTAs) to encourage quick purchases. Timing is of the essence. So, send those emails at key moments to maximize impact.

10. Set Up Pop-Up Shops and Mobile Stores

Pop-up shops and mobile stores are temporary stores set up in busy places. They offer unique shopping experiences and help businesses reach more customers. These stores often have special products or deals.

Online businesses should consider this setup to reach more customers. You can set up a store in malls or on college campuses so you can show your products, offer special deals, and meet your customers in person. If you think about it, this can make online shopping even better!

You can sell plenty of items in your pop-up store, like clothes, personalized items, and limited-time products. You can even sell things for dorm rooms or to help students stay healthy.

Meanwhile, you don't have to worry if your business is unrelated to schooling. You can just get your creative juices working. Think of complementary or seasonal products that you can offer to your customers. For example:

1. Self-Care and Wellness Products. Sell items like skincare, relaxation kits, or fitness gear to help parents and students manage stress during the busy season.
   
   
2. Home Decor and Organization. Offer products that help families organize for the school year, like storage solutions, home office supplies, or stylish decor.
   
   
3. Food and Beverage. Provide healthy snacks, meal prep kits, or specialty drinks that can fuel busy mornings or after-school activities.
   
   
4. Gifts and Accessories. Sell unique gifts, jewelry, or accessories that can be personalized for students or teachers, making great back-to-school presents.
   
   

11. Reward Loyal Customers

A reward system is a good way to incentivize customers to choose your brand over the others. Upon closer thought, it's a win-win situation for you and your customers.

Customers can use these points to get discounts or free stuff, which makes it more likely that they will come back and buy more. It can even attract new customers as long as you understand what your customers like.

Overall, a reward system can help businesses grow and keep customers happy.

Here are some ways to implement a reward system:

1. Points-Based System. Customers earn points for each purchase or action, which can be redeemed for discounts, free products, or exclusive offers.
   
   
2. Tiered Rewards. Offer different rewards based on customer spending, with higher tiers providing better perks and encouraging more frequent purchases.
   
   
3. Referral Program. Reward customers for referring new customers with discounts or bonuses for both the referrer and the new customer.
   
   
4. Purchase Milestones. Offer rewards when customers reach specific spending milestones or make a certain number of purchases.
   
   
5. Exclusive Access. Provide early access to sales, new products, or special events for loyal customers.
   
   

12. Partner With A Reliable Shipping Partner

Choosing a reliable shipping company is vital for online stores. Of course, they are the only way for your products to reach your customers. So, select a shipping partner that meets your standards.

For back-to-school sales, the shipping company you choose should be able to handle the extra orders, even if customers order at the last minute. This courier should give you the opportunity to offer free or fast shipping, factors that can attract more customers.

Additionally, they must help you with returns, which is important for keeping customers happy. Overall, they help make shopping easy and encourage customers to buy again.

The top three qualities of a reliable shipping partner are:

1. Timeliness. Time is crucial in business. So, you should also look for a shipping partner that understands this. Choose a company that can deliver on time during peak seasons. They should ensure customers receive their orders as promised.
   
   
2. Accuracy. They handle orders with care, minimizing errors, damages, and lost packages. This accuracy in delivery helps maintain customer satisfaction and trust.
   
   
3. Responsive Customer Service. A dependable shipping partner offers excellent customer support. They should be able to address any issues or concerns quickly.
   
   
   Every customer wants to be attended to right away, and that's something you should provide.
   
   
   Additionally, offer clear communication to your customers throughout the shipping process. This will prevent them from worrying and receive their trust instead.
   

Also Read: How to Determine a Reliable International Shipping Partner?

Let Stallion Be Your Shipping Partner For Your Back-to-School Campaign

Let Stallion be your shipping partner for a hassle-free back-to-school campaign. We offer reliable and efficient delivery services, ensuring your products reach your customers on time, even during peak seasons.

With Stallion, you can trust that your packages will be handled with care, ensuring they arrive in excellent condition. Partner with Stallion and experience the difference in shipping.

Conclusion

In conclusion, these 12 back-to-school marketing ideas offer a wealth of opportunities to your business. Let your brand connect with your audience, boost sales, and build brand loyalty.

With that, consider incorporating Stallion into your business. Our cost-effective and high-quality service can create a more prosperous and memorable campaign.

Aman Chopra

Aman looks after the content marketing department at Stallion Express. He is passionate about helping businesses grow by providing informative and up-to-date trends in the eCommerce industry. Outside the office, you can find him on the soccer field cheering on Real Madrid.