Back to School 2018: The most important time in the student marketing calendar

For most demographics, the holiday season is the peak of consumer spending, centered around Black Friday and Cyber Monday. Brands of all kinds launch special campaigns and see incredible results. Excitingly for youth brands, there is another time of year which can be even more rewarding: the Back to School season.


In the US, over 20 million students will be starting or returning to college this fall, and in preparation, they will be investing in everything from school supplies and homewares to tech devices and, in many cases, a whole new wardrobe. Students typically make their biggest annual purchases at this time of year, and may even wait for the Back to School period in expectation of special student deals from all the major brands. Total Back to School spending in 2017 was estimated at $54bn, or $1,551 per student, according to research by Chegg.


Offering a student discount is a smart way to get noticed by this key consumer group and create brand awareness at a formative time, when they are making purchasing decisions in new categories for the first time. Typically, the brands we partner with here at Student Beans increase their discount and amp up their student marketing campaign during the Back to School period, as a way to stand out above competitors.

Click here to find out more about partnering with Student Beans to launch your own student loyalty program, and get in touch to discuss opportunities around Back to School 2018.