Back-to-school Growth Categories and Consumer Behavior Trends of 2017

Thomas M. Rasinen
Aug 8, 2017 · 2 min read

Amazon Product Listing Ads (PLA)

Thomas Rasinen

14+ years of marketing leadership, strategy and revenue growth managing digital media * SEO * PPC * email * analytics

Food, grocery, snacks, and beverage categories are each contributing to spending growth of the extended 2017 back-to-school season as, “the third largest spend for back-to-college shoppers is food — that’s new this year,” according to Laura Heller for RetailDIVE.

A growing percentage of shoppers are researching online before making back-to-school purchases. Traditional retailers can capitalize on the spending growth, maintain relevance and compete with well-managed ads in search.

Now is, “do-or-die time” for many retailers.

Google is fully aware of the situation. As a result, ads in search, where shoppers do online research now include specifically what is needed for local retailers, restaurants and service providers to thrive.

  • Online research is up 75% year over year (YoY)
  • 81% of back-to-school shoppers will research online this year
  • 63% of shoppers will compare back-to-school prices online +13% YoY

The location is suddenly more of a hindrance than a convenience. Walmart and Kroger recognize families are busy at the start of the school year. They now offer in-store, same-day online grocery pickup including back-to-school supplies.

According to Barbara Kahn, Professor of marketing at the University of Pennsylvania’s Wharton School, “Amazon is eliminating pain points and maximizing ease.”

“Young kids now buy on Amazon. Kids shop on Amazon and text each other about it. Amazon is particularly popular with kids.

Amazon is policing reviews. Amazon now offers an initial review service for $60 per product. Brands can no longer give away products in exchange for reviews. Nor can brands ask for positive reviews. The greatest barriers to entry for resellers on Amazon are reviews. Online reviews significantly impact purchase decisions.

The next time you hear, “we don’t advertise,” ask yourself who bought their apparel, shoes/boots, and belt. Every car, truck, logo, card, sign, and location, virtual or physical is an advertisement. This is the era of Growth Marketing. Savvy business decisions are now data-driven and advertising is performance-based.

Brands can now advertise on Target.com and advertise directly on Amazon.

Contact Thomas Rasinen for marketing leadership, strategy and revenue growth including digital media * SEO * PPC * email marketing * analytics


Thomas M. Rasinen

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