Back-to-school memories can be vivid. From outfit finds to cool backpack picks and classic No.2 pencils, the memories are real! In an effort to better understand how parents are approaching back-to-school shopping for the 2023 school year, we surveyed Disney Parents* of elementary, middle, and high school kids to uncover their back-to-school shopping secrets, and how advertisers can elevate this memorable experience for consumers.
Here are key advertiser and brand insights among Disney Parents:
They’re favorable towards back-to-school ads: 81% are favorable towards back-to-school ads and nearly 20% shared they are actively looking for advertisements to tell them what they should be purchasing.
Back-to-school ads drive action: After seeing a back-to-school ad, 61% researched a product, 57% visited a company website and 47% purchased a product.
Read on to learn more about this audience.
86% Shared Activity
“I tend to shop with my child”
14% Personal Activity
“I tend to do the shopping on my own”
In their own words:
Disney Parents often use back-to-school shopping to better understand how their kids’ interests, style and personalities have changed year over year. They appreciate that it gives their kids a chance to express who they are in a new way.
81% of Disney Parents are favorable towards back-to-school ads. Disney parents agree that advertising shows them what’s new (80%) and that they are actively looking for advertisements to tell them what they should be purchasing (19%).
Even more, they’re taking action after seeing back-to-school advertisements.
Asked for others’ opinions and advice about a product
When asked about their spending, we found that 91% anticipate that they’ll spend the same amount (49%) or more (42%) on back-to-school shopping this year compared to previous years.
Among those who anticipate spending more, most cited that things are more expensive due to inflation, their child is reaching a new milestone in school, kids’ growing out of their clothes and having multiple school-aged kids! In their own words, they anticipate spending more because…
When asked how companies can improve their shopping experience, free shipping rose to the top among Disney Parents (84%) followed by easy return policies (61%) and loyalty programs (55%).
Disney Parents are also eager for opportunities to cut down on costs during back-to-school shopping. Elements that interest them most in back-to-school advertising involve deals/discounts (62%), details about the product (45%) and ads that are relevant to them and their families (43%).
In summary, back-to-school shopping holds immense value for parents and their children, presenting advertisers with the chance to address pain points and join in on the special moments that families cherish during this annual tradition.
Here are three ways advertisers can ace back-to-school shopping:
To learn more about back-to-school opportunities, reach out to your Disney Advertising representative.
*Parents within the Disney Dialogue Panel with children in elementary, middle and high school.
Source: Disney Dialogue Survey – Back-to-School 2023, April 2023
Results are among parents who said “yes” to going back-to-school school shopping in 2023.