As Labor Day weekend and the last days of summer pass by, we look forward to the fall and back to school. As we know, back to school is looking very different this year compared to previous years due to coronavirus. In some states, students are going back to school, some are not, and some have opted for alternative homeschool options. Google search trends have shifted significantly due to these changes some positively and some negatively. How do these changes affect your business?
According to the National Retail Federation (NRF), back-to-school purchases are expected to reach $34 billion this year. That’s up from $29 billion in 2019 and breaks the record of $30 billion in 2012. So what are people buying if they aren’t purchasing regular school supplies, clothes, and other classroom necessities? Many parents are purchasing higher-priced items like laptops, desks, and online school curriculum. These items are flying off the eCommerce shelves and are in high demand.
Typically backpacks are a hot commodity heading into the new school year and are essential for back-to-school targeted campaigns. This year, however, there are about 50% fewer searches around the keyword “backpacks.” The keyword “virtual school” has spiked 238% in searches as parents and teachers are looking for ways to prepare for online learning and to help their students succeed virtually. Google searches for “desks” have risen 10x the search volume since the beginning of the year. Furniture manufacturers, online learning providers, and other retailers should capitalize on this trend creating specific campaigns around setting up students for online learning.
So, why is it so important to keep up on Google search trends? As consumer trends change, it directly affects advertising. Digital marketing is an effective way to reach targeted consumers and consumer trends have a large impact on advertising strategies. Being responsive to these changes by creating relevant and personable ad copy, doing your research on consumer trends, and adapting to these changes will help your business navigate these new norms.
In summary, there is a big change in consumer search trends as back to school looks very different this year. And, as your partner in digital, Anvil will be here to give you a better understanding of consumer trends and clarify any questions you may have.
For more information on how Anvil can assist you in paid media advertising and in other digital platforms please contact us.