It’s that time of year again. The smell of new crayons and fresh spirals fill the air, and students and parents are shopping for the newest, trendiest clothes and gear to start the school year. Taking advantage of the immense amount of social chatter about Back-to-School shopping, MutualMind did a study to understand the who, what and where of these conversations. The social listening campaign was set up to collect any mention of “Back to School” and one of six of retailers included- Walmart, Target, Kohl’s, JC Penney, Kmart and Amazon. After the collection, our analysts took a deeper dive into the dataset to tag content based on whether a mom, dad, student or teacher was the one making the post. They also tagged content by the grade of students.

The date range of this study was August 1st through August 25th. During that time there were a total of 32,822 mentions. The content was overwhelmingly positive. Marketers can use the excitement of back to school to their advantage to boost sales on not only the products on the supply list but also apparel and backpacks. The data shows that there were 1,920 posts about apparel and 1,098 about backpacks. To a kindergartener, it would be safe to bet a new backpack with Elsa from Disney’s Frozen would be much more exciting than a new package of pencils. These are the things that drive more conversation. Items that would be on the top of any school supply list didn’t receive nearly the number of mentions. Spirals and notebooks combined made up 486 total mentions while folders and binders made up only 475.

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