Unlock success this Back to School and Freshers season

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Fresh start. New faces. Big opportunities.

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Back to School and Freshers is a major shopping moment for students. Students are settling in, setting up, and spending big. Are you in their basket?

Chat to a Gen Z expert

Meet your shoppers

As Freshers and Back to School season approaches, students are gearing up for the academic year ahead.

And from the moment they start prepping for the new academic year, they’re on the lookout for brands that offer value, convenience, and a little something extra.

Students expect brands to speak their language, show up where they scroll, and make their lives easier.

So what are the key data points you need to know?

Discover more
66% of students already have an idea of how much they want to spend
74% spend between $100-$500 during Freshers/Back to School
67% are spending to prepare to return or start at college or university
54% are stocking up on school supplies
40%
of students say they’re likely to trust a brand that actively supports students during Freshers / Back to School
73%
of students would prefer to shop online
66%
of students are learning about special offers and discounts through social media ads
65%
of students are likely to remain loyal to a brand they discover during Freshers/Back to School
65%
of students shop via their smartphone
49%
of students trust content from creators about Freshers and Back to School
54%
of students enjoy following relatable student creators
73%
of students would trust a brand more if a brand partnered with a student discount provider during Freshers / Back to School

Where's the money going?

We did the work so you don’t have to. Let’s break it down.
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  • 68% of students are splashing cash on clothing & accessories
  • 54% are stocking up on school supplies
  • 50% are fuelling up with food & beverages
  • 35% are upgrading their tech gear

Brand events and activations

Students might be searching for a good deal – but if you can give them a memorable experience, you might just turn a casual shopper into a long-term brand advocate.

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Why students show up to Freshers and Back to School events:

  • 82% want freebies
  • 74% come for discounts
  • 44% attend to socialise.

Social influence meets purchase

Social media isn’t just for scrolling and memes.

  • 75% of students are finding events and products through social media.
  • 66% learn about offers and discounts through social ads.
  • 49% trust content from creators about Freshers and Back to School.
  • 54% enjoy following relatable student creators.

Strategies to secure student spend 

In this exclusive Pion webinar, we’ll be honing in on your back to school strategy. Join us as we dive into the creator economy, explore student shopping habits, debate the value of experiential marketing, and share key campaign dates.

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This is your one-stop-shops for understanding the season, setting (and meeting!) your goals, and securing student spend.

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Plus, you’ll have the opportunity to put your burning questions to our panel of industry experts.

Save your spot

Your go-to Freshers & Back to School guide

With students actively spending, now is the time to increase your brand awareness, drive traffic and convert sales. Not sure where to start? We’ve got you covered.

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Hit the link for your go-to guide to reach, engage and convert Gen Z during Freshers and Back to School season.

Check out the media pack

Your marketing calendar

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Student shopping is a marathon, not a sprint. From early research to last-minute buys, Gen Z spending peaks at different moments. Planning ahead? We’ve rounded up the key dates you need to be aware of for Freshers and Back to School.

May

1
Set you goals and budget for your Back to School campaign.
2
3
4
5
6
Identify campaign dates, sends and segmentations.
7
8
9
Determine your student offer - e.g. % off, money off, free gift with purchase or free next day delivery?
10
11
12
Get advertising and media placements booked with our partners.
13
14
15
Get your creators briefed for a killer Back to School campaign.
16
17
18
19
20
Test and optimize your paid advertising.
21
22
23
Utilize partners' media! Such as running  blog or video series via Student Beans' channels.
24
25
26
Build and schedule campaign emails, socials and student offers.
27
28
Start thinking about your goals and budget for your Freshers campaign.
29
30
31
31
31
31
31

June

1
2
3
4
5
6
Get advertising and media placements booked with your partners for Freshers.
7
8
9
Final optimizations to Back to School product pages, campaign collections and overall site.
10
11
12
Determine your student offer for your Freshers' campaign e.g % off, £ ff, GWP or free NDD.
13
14
15
Run a school essentials campaign - creators will work wonders here coupled with a carefully curated collection page.
16
17
18
19
20
21
22
23
24
25
26
Book top of funnel media for Freshers with your partners.
27
28
29
30
31
31
31
31
31

July

1
Time to enlist your creators, choosing authentic students who are lovers of your brand.
2
3
4
Tease the beginning of you Back to School offers and campaigns.
5
6
7
8
9
10
11
12
13
14
Begin Back to School campaign!
15
16
17
18
Boost your best offers and discounts to capture those student shoppers.
19
20
21
22
23
24
25
26
Modify PPC bids including negative keywords, use A/B testing for your messaging.
27
28
29
31
31
31
31
31
31

Resources

Find all the resources you need for a killer Freshers and Back to School marketing strategy.

Win Gen Z now, you’ll win them for life.

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