Advertisement or storytelling? The answer is usually a no-brainer for shoppers who trust content Creators more than ever, requiring brands to change their approach. Now is the time to act with the back-to-school season upon us.

Most consumers have made purchases based on Creator recommendations, taking their authenticity to heart. LTK’s “Textbook for Success” webinar showcases the value of using Creators for back-to-school marketing, including which groups are shopping, what they’re shopping for, and how best to reach them. Explore the key takeaways that can drive your brand, with data from the 2024 LTK's Textbook for Success Webinar and LTK Back-to-School Shopper Study.

Understanding Today’s Shopper

A decade ago, shoppers perused weekly circulars and tuned into branded commercials for the best deals—but you would be hard-pressed to witness the same today. Consumers are shopping online, on their phones, and through Creators.

LTK took a glimpse inside the updated landscape, with our Shopper Study uncovering the latest trends:

• 23 percent of shoppers say most purchases originate on social media
• 56 percent of the general population make purchases from Creators
• 62 percent of shoppers shop primarily from their phones

And the youngest audiences are generally the most open-minded. Over 70 percent of Gen Z and millennials are more likely to try a new brand after seeing a Creator post. But this is just the tipping point. The use of influencers for back-to-school marketing in particular is soaring, opening opportunities for everyone.

Creators and shoppers have increased

This year’s LTK shopping data supports our research.  In fact, the numbers from Q1 show that Creators and our 40M shoppers are up across the board. Creator linking has increased double digits, with these influencers publishing over twice the usual amount of video content. Unsurprisingly, shoppers have risen to meet this, with LTK monthly shoppers and engagement up double digits as well. 

Brands are getting in on Creators

Why should content Creators and shoppers have all the fun? LTK also saw brands accelerate their Creator investment in Q1. This has resulted in double-digit growth year over year in campaign spend, the number of brands investing in campaigns, the number of Creators on campaigns, and collaborations per Creator.

The Early Bird Wins

This timeless principle holds true when it comes to back-to-school shopping. Shoppers know this, as many get started in June and the majority by July—something that’s even more true for LTK shoppers. 

Our data shows that 98 percent of LTK shoppers plan to shop for back to school, followed by Gen X (82 percent), millennials (78 percent), Gen Z (76 percent), and the general population (72 percent). They’re ready to pounce, too, with over half of LTK shoppers starting this month and the general population not far behind. 

The shopping season might last through August, but if your back-to-school marketing campaigns don’t start quickly, you’ll miss much of your audience!

Search behavior proves you need to act quickly

Our 2023 data highlighted a clear pattern that stands to gain more momentum: LTK’s 40 million shoppers are searching for back-to-school Creator content early and often. As many as 42 percent of back-to-school searches happen before August 1, with activity rising in June and spiking in July. All this points to one thing: You need to push content out NOW (if you haven’t already) to take advantage of this before it’s too late.

Don’t know where to begin? Consider a potential roadmap to help guide you:

• June and early July: Target moms and kids through a campaign, LTK ads, and boosting strategy.
• July: Target Gen Z and kids, while continuing to target moms with campaigns, ads, and boosting.
• August: Continue to amplify campaign content through ads and boosting for last-minute shopping and re-partner with the most strategic Creators.

Parents Shop the Most

Those shopping for children make up the largest back-to-school consumer group, comprised of millennials (75 percent) and Gen X (70 percent). Their focuses differ slightly based on their kids’ age groups. 

Millennial parents shop for elementary and middle school children the most, while Gen X predominantly shop for high school and middle school children. No matter your target, you can reach each community authentically with the right Creator-casting strategy.

Parents plan to buy several top items

Parents are always buying. LTK’s research shows that parents shop from these key categories throughout the year, ranked in order: 

1. Clothes
2. Shoes
3. Backpacks, lunch boxes, and water bottles
4. Core supplies (e.g., pencils, notebooks, scissors)
5. Women’s clothing and accessories
6. Colder weather items (e.g., coats, jackets, hats, gloves)

So with back to school in full swing, demand surges. The LTK Back-to-School Shopper Study shows that an outstanding 80 percent of those who shop for children plan to spend more or the same on back-to-school shopping compared to the rest of the year. Their go-to categories include all of the above, plus food and beverage, beauty, and electronics.

The right Creators can authentically reach your target group

Your brand has the power to move these shoppers with the right content. Start by looking for influencers devoted to the topics that matter to this audience, including being a parent, cooking, and home decor.

Those with children are choosing the Creator content that’s most beneficial to them, so why not take the same approach for your brand? Using LTK can help foster Creator partnerships and help you strategically target the right audiences and mediums.

Unlocking Gen Z’s Back-to-School Shopping

As young adults, Gen Z mostly shops for themselves, preferring to get what they want. As much as 83 percent of Gen Z shops independently, with 63 percent of purchases being for college and 27 percent for high school.

Gen Z plans to buy several top items

Gen Z has many of the same needs throughout the year. They buy from similar product categories as parents, but prioritize a bit differently:

1. Adult clothing
2. Core supplies
3. Shoes and accessories
4. Backpacks, lunch boxes, and water bottles
5. Personal grooming, beauty, and makeup
6. Cold weather items
7. Health and wellness
8. Electronics

Spending is up for them as well, with 69 percent of Gen Z planning to spend more or the same on back-to-school shopping compared to the rest of the year. And during the crucial shopping period, they’re adding food/beverage and electronics to their lists.

Gen Z prefers video 

Bite-sized video captivates young adults, with 84 percent favoring video content over other formats. Gen Z gets most invested in videos centered around being a student, healthy lifestyles, and skin care. If your brand hasn’t done so before, the back-to-school shopping period is the perfect time to go all-in on a Gen Z Creator campaign.

Product Category by the Numbers

Consumers are increasingly shopping through Creators, trusting them more than traditional advertising or even recommendations from friends. LTK’s Back-to-School Shopper Study shows that shopping through Creators for this season has skyrocketed, as percentages climb across categories such as food and beverage (78 percent), fashion (73 percent), and beauty (71 percent).

LTK shopper searches span a variety of categories and items

Whether it’s “backpacks,” “dorm,” or “homecoming,” shoppers are searching for everything on the web. LTK rises to the occasion with content about hair and makeup for homecoming, school supplies your kids may want, and dorm room decor.

Certain factors inform LTK consumers’ back-to-school purchases

LTK consumers are some of the most discerning shoppers, weighing several purchase factors before taking the leap. For instance, our research shows they rank the brand first, whereas the general population ranks it last. Their other considerations?

• Price
• Convenience
• Availability
• Quality

Interestingly, price ranks higher for LTK shoppers during the back-to-school season. Why not highlight sales through Creator campaign and LTK ads? 

Consumer spending for back-to-school is on the rise

Back-to-school shopping data suggests that consumers are opening their wallets more freely. Of the consumers LTK surveyed, 38 percent of LTK shoppers plan to spend more this back-to-school season, whereas only 2 percent of non-LTK shoppers plan to spend less. LTK shoppers are certainly the hungriest, waiting for Creator recommendations to inform their decisions.

Make the Grade with Your Back-to-School Marketing

Back-to-school shopping season is one of the busiest retail times of the year, giving brands like yours opportunities to engage with consumers and drive sales. Whether for clothing, school supplies, or dorm essentials, you can partner with Content Creators to get in front of shoppers via social media, video, and beyond. 

Motivate purchases and earn customer loyalty throughout the back-to-school season. Watch our full webinar on-demand for key insights into consumer groups and how to engage in Creator collaborations.

And remember: Back-to-school shopping is underway. Get a jump on your marketing campaigns with LTK to guide your brand’s strategy.