Mars United Commerce looks at key search and sponsorship trends on Amazon.com, Walmart.com and Target.com during the back to school shopping season
Download the report below.
Compared with other shopping seasons like Valentine’s Day and Mother’s Day, back to school shoppers are more focused on specific product categories, according to data from Mars United’s Marilyn Ecommerce Insights Suite.
Shoppers looking for the various products needed to get their kids ready for school throughout the summer months were more likely to use category-specific keywords such as “backpack” or “notebook” than broader search terms like “back to school supplies,” according to data from the Insights Suite, which organizes key metrics across sales, operations, media, and the digital shelf to help brands accelerate their decision-making and improve ecommerce performance.
Total back-to-school spending was expected to hit $38.8 billion, a 6.5% decline driven largely by a reduction in the number of households planning to buy laptops and other consumer electronics, according to the annual research survey conducted by the National Retail Federation and Prosper Insights & Analytics. Despite the drop, that figure represents the second-highest spending total for the season in history.
More than half (55%) of back-to-school shoppers surveyed by the NRF had begun their shopping by early July, a fact supported by Insights Suite data: Search terms containing “Back to school” started spiking on Amazon.com around the beginning of July, peaked at the beginning of August, and started to decline near the end of the month. The trend somewhat mirrors the various school start dates around the U.S., which generally start in mid-August and run through early September.
Using Marilyn Ecommerce Insights Suite data, Mars United has prepared a report examining key search trends on Amazon.com and brand performance across Amazon, Walmart.com and Target.com during the back to school shopping season. (Brands looking to schedule a free audit of their own performance, contact Jon Somerville at [email protected].)
To download the report, fill out the form below.
