And so September arrives, a time of nostalgia and getting going again, with its built-in ‘Back to School’ message, which has gone beyond education and is now seen as a collective ritual of starting over. The end of summer is inevitably linked with new beginnings. In fact, sociologists and psychologists agree that, for much of Western society, September is the real «New Year». Although the official calendar says 1 January, our life, emotional and spending clocks are much more in sync with the end of summer. Make the most of that widespread urge to reset schedules, routines and rhythms to keep strengthening your community!
In economic terms, this period after the summer break, when social and working rules are more relaxed, has become the second-biggest spending season of the year, behind only Christmas. September is a major spending peak, especially for families with children, although it spreads across the whole of society.
January gets the fame, but September has the data. It’s the month with the highest peaks in gym memberships, language school enrolments and nutritionist appointments. It’s when TV channels launch their new schedules and seasons, publishers release their big titles of the year, collectibles pop up everywhere, and theatres and concert halls unveil their new programmes.
So it’s the perfect setting to build a foolproof emotional connection. Tap into the excitement of wiping the slate clean and starting again, leaving behind whatever didn’t work.
Get your audience moving. Offer practical solutions, draw people in with offers and giveaways, and use Instagram to connect with that growing need. Back to School isn’t just a strategy for bookshops, stationers or the education sector. Fields as varied as hospitality, health, fashion and after-school activity centres benefit too. «Mission accomplished: kids in class, coffee on the table», health campaigns’ ‘See well to learn better’, ‘Playground-proof clothes’ or ‘Switch off from school, switch on your talent’ are the kind of ad lines used during these days to drive immediate sales and build long-term customer loyalty.
Back-to-school marketing is a fantastic opportunity for many businesses, including yours. Shall we help?
