Back to School 2024: Witailer's Shopping Tips

As we await the start of the school year, Amazon's "Back to School" 2024 event is bustling with deals and savings opportunities. Witailer has analyzed shopping trends in this sector to provide tips for consumers and brands to make the most of this period.

Among the most significant data reported by Witailer is the fact that the first searches for school products appeared on the platform in May. This confirms the proactive behavior of Italians, who do not need to wait until September to stock up for the return to school.

With over 500 search terms tracked in the last four weeks, "Diari per appuntamenti e agende" stands out as the most relevant category: "diario scuola 2024 2025" was, on average, the 94th most popular search term in Italy, with a price range between 5 and 15 euros. As proof of the early interest in this product category, with over 1,000 units sold in the last 30 days alone, the "Comix - Diario giornaliero 16 mesi" is currently sold out:

Additionally, a new trend is emerging: 40% of the bestsellers in the "Cancelleria e prodotti per ufficio" category are personalized labels and stamps, perfect for marking notebooks, pencil cases, and pencils. Customization is requested at the time of purchase via the "Customize" button, which allows users to choose icons, fonts, text colors, and much more:

Discounts and coupons

To maximize savings opportunities, in addition to the official promotional events promoted by Amazon, Witailer suggests a few small tips to save on your back-to-school purchases:

• Coupons: Brands can decide to activate coupons, visible on the product detail page or accessible from Amazon's "Offers" page by selecting the "Coupons" option. Currently, there is an active Back to School coupon offering a 10% discount on a selection of products.
• Buy More, Save More: Another type of promotion visible on the product page offers a 5% discount on the purchase of 4 or more complementary items.

Insights for brands

While the end consumer can count on several savings opportunities, brands can also gain useful insights to refine their strategies:

• Ensure product availability starting in May, when the first searches are intercepted on the channel;
• Leverage Prime Day deals in July to boost visibility and product rotation, thus gaining relevance ahead of the peak search period recorded between August and September;
• Adopt a full-funnel advertising approach, combining formats that work on awareness and consideration, such as DSP and Sponsored Brands, with formats aimed at driving conversion like Sponsored Product;
• Plan the advertising budget to cover the week following the "Back to School" event, as some last-minute purchases may occur regardless of the deals;
• Create a section within the Amazon Brand Store with a selection of Back to School products, to use as a landing page for Sponsored Brand campaigns;
• Utilize the new tools offered by Amazon Marketing Cloud to profile audiences of people who have previously added a product to their cart, target segments of brand buyers, propose bundles and higher-cost products, reallocate the budget in real-time based on customer purchases, and optimize results.