Are you tapping into the 'back to school' opportunity? 🏫
As summer fades into autumn, it signals a time of change for many of us.
September marks the end of the summer holidays and the return to school.
While there are practical steps for parents, it’s also a time of heightened emotions. I’m seeing this first-hand as my niece gets ready for her first day of school in a few days. They grow up so quickly!
As the summer comes to an end, we all make slight changes to our shopping habits and become open to new things. This means it’s a critical window to get into people’s shopping baskets.
Uniform shopping drives store choice
School uniforms are a critical area where parents are trying to cut spend, resulting in a switch from specialist stores towards the supermarkets with the best prices.
A survey from last year showed that 39% of parents planned to buy uniforms from Asda and 29% from Tesco.
Shoppers are likely to go to a different store than usual on this mission, and will have a mindset of looking out for bargains!
Getting in the lunchbox
As the school year begins, so does the daily task of packing lunchboxes.
UK children consumed a staggering 308.4 million packed lunches in the past year, and sandwiches accounted for 49% of them (an increase from 46% last year).
This shift to sarnies is driven by two forces—value and convenience.
Parents and guardians seek straightforward, cost-effective solutions, which are key attributes for food and drink brands to get into the lunchbox.
Healthy options also play a pivotal role in shaping lunchbox decisions, with 47% saying “getting their 5-a-day” is the most important factor. This provides an excellent opportunity for brands to offer healthier alternatives that also offer great value and convenience.
Home cooked comforts
Families also have to contend with less time to cook and seek simpler meal options for their evening meals.
As daylight diminishes and temperatures start to drop, we’ll also see a shift towards hearty, comforting meals. We can expect to see an increased interest in dishes like stews, casseroles and Yorkshire puddings.
It's a great time for food brands to appeal to consumers looking for food inspiration and Autumnal comfort!
What's the moment that marks the start of Autumn for you?
As we embrace the back-to-school season and the start of Autumn, it signifies a key shift in people’s habits and creates moments for us to tap into.
Several other key events loom on the horizon—Halloween, Bonfire Night, and the big one… Christmas. Each presenting huge moments for brands to connect with consumers and meet their needs.
Which opportunities will you be making the most of?
As always, get in touch if there is anything we can do to support you or your business.
Speaking of heading back to school, get learning with our online course! Create a Category Led Sell in Story.
This course is packed with top tips and exercises that help you to convince a retailer that they need your products on their shelves.
Ready to sign up? Use the code BLOG10 at checkout to get 10% off!
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September 2023