Friday, May 31, 2024

Mums the word on back to school

Research conducted by Mum-centric marketing agency Mumpower has explored how Mums plan and purchase for their back to school (BTS) needs, as well as identifying preferred retailers for these.

The research found that Mums are planners when it comes to getting organised for the new school year, with two-thirds planning more than one month out. In fact, 27.1% are planning more than two months out.

“This highlights that retailers should commence marcomms around BTS in late October/November to generate awareness, be top of mind and maximise their opportunity to be part of the consumer’s consideration set,” says Mumpower.

Purchase insights

The bulk of purchasing happens in the window of 1-2 months prior (42.8%) followed by 2-4 weeks prior (34.4%) the school commencing, highlighting both December and January as critical for BTS retailers as more than three quarters of purchasing for the 2023 school year is intended to be done during these months.

Consumers also intend to use a combination of methods in which to purchase based on their specific needs – physical instore (83%), online delivered (62%), click and collect (46%).

Preferred retailers

While specialty retailers (Officeworks) and department stores (Big W, Kmart and Target) rate highly across BTS categories, supermarket retailers Woolworths, Coles and ALDI also proved popular in certain areas.

Asked which retailer they will most likely buy from, those surveyed said they would look to Woolworths and ALDI for stationery (2% each, compared with 44% for Officeworks), Woolworths (7%), Coles (5%) and ALDI (3%) for lunch boxes/bag (compared with 20% for Big W); Woolworths (11%) and Coles (4%) for drink bottles (compared with 20% for Kmart).

About the research

The findings are part of a broader consumer study, Australian Mums Today, that captures Mums current sentiment, their present-day consumer buying behaviour and exact reasons Mums will or will not buy,

For further insights, visit

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