Gearing Up For Back To School

Gearing up for Back-to-School

Summertime is still weeks away, but it’s already time for marketers to start planning their back-to-school campaigns. Once the days grow shorter and the swimsuits get packed away, millions of students across North America will prepare to return to the classroom while their parents stock up on clothes and supplies. We recently looked at what this time of year means for students and parents on Facebook.1

It’s a mom’s world

On Facebook in the US, 78% of the people who talk about back-to-school are women, and 42.7% of them are moms. In addition, 25% of back-to-school conversations on Facebook take place among college-age adults, 18-24.

School-related chatter on Facebook starts to pick up in late July, about a month before the traditional back-to-school period, with a strong spike in conversations during the last two weeks of August. The main topics mentioned last year were stores, clothing and school supplies, and some of the top retailers mentioned were Staples, Walmart, Kmart and Target. Popular fashion-related items were shirts, backpacks, sweaters and jeans. Top tech devices were laptops and iPads.


North of the border

In Canada, women talk about back to school 3x more than men, and 38% of all back-to-school conversations are from moms. Canadian university and college-aged students between 18-24 make up 27% of all school-related chatter. Back-to-school conversations on Facebook Canada peak two weeks before school starts and similarly tend to focus on topics such as shoes, books, clothes, phones and computers.

Key takeaways

  • Help the millions of North American parents — especially moms — on Facebook prepare their families for back-to-school with offers and discounts on school supplies, clothing and technology, including laptops, phones and tablets
  • In addition, connect with the millions of North American adults, age 18-24, on Facebook who are in college by offering them discounts on necessities for dorm life, including bedding, furniture, appliances, technology and healthy food they can eat on-the-go between classes


Check out how people gear up for Back-to-School around the world:





Note 1: Source: Facebook Internal Data based on stated and inferred data for July-Sept. 2012 and 2013 (accessed April 2014).