Online Dropshipping Course
June 26, 2018

Energize Back-to-School: Top Tips and Desired Products

The essential guide to back-to-school 2018: what strategies to develop, why develop them and how to develop them
Back-to-school is the second biggest shopping season of the year in the United States the National Retail Federation says. Back-to-school and back-to-college spendings are expected to reach $83.6 billion which is 10% over 2016. $668 is what an average household spends on back-to-school shopping period, $970 is what an average household spends on back-to-college shopping period.

It may seem it's too early for back-to-school preparation, however, look what Google says. These queries mean people have already started hunting for sales. In fact, retailers suggest back-to-school deals earlier year after year. Dropshipping stores should also get ready not to miss the high-paying season start:
Related search terms are already trending on Google search

Back-to-School Shopping Trends

Before getting to strategy development topic we need to know what drives back-to-school and back-to-college shoppers to buy according to the survey conducted by NRF:
Energize Back-To-School: Top Tips and Desired Products - Dropwow Dropshipping
Mobile
92% of parents are going to use mobile devices for shopping during the season
Energize Back-To-School: Top Tips and Desired Products - Dropwow Dropshipping
Free Shipping
90.5% of shoppers plan to take the advantage of free shipping
Energize Back-To-School: Top Tips and Desired Products - Dropwow Dropshipping
Price
46% of shoppers consider a price is the main deciding factor
Energize Back-To-School: Top Tips and Desired Products - Dropwow Dropshipping
Ratings and Reviews
41% of buyers say product ratings and reviews affect their decision to buy
Energize Back-To-School: Top Tips and Desired Products - Dropwow Dropshipping
Social Media
27% of buyers plan to use social media, the reasons are listed below
The shoppers' plans for using social networks during back-to-school shopping:
Energize Back-To-School: Top Tips and Desired Products - Dropwow Dropshipping

Back-to-School Marketing Ideas for Booming Dropshipping

Knowing how consumers behave let's focus on sales tactics and strategies you may develop and dropshipping tools you may use:
1 - Up Prices for Free Shipping
Free shipping will be a smart strategy. As almost every buyer expects free shipping, it will be insane if you lose customers at the very end of the checkout process when all the marketing tactics work. We understand that we need to provide free shipping. Here is a how-to you may test fit on your dropshipping store.

Example: You may increase your end-user selling prices, for instance, add $2-3 if you use ePacket, and offer free shipping.
    2 - Spend X for Free Shipping
    One more variant is offering to buy products for the fixed amount of money and get free shipping. It's good if you wish to sell more or upsell.

    Shopify app to use: Free Shipping Bar app.

    How it works: Shoppers get to your store and see a bar with a message, for instance, "Free shipping over $100". When a product is added to the cart, the message on the bar is changed into "Only $59 away from free shipping".

    The app makes a dynamic bar where the text is changed online according to taken actions. In case the trigger on the bar affects a consumer, the last message will say "Congratulations! You've got free shipping".

    The individual message is addressed to the concrete person that's why it's forceful.
    Think how much to charge for Spend X for free shipping?
    Check an average number of items people mostly buy from your store or calculate an average purchase size and add a shipping cost you usually charge. Then double the amount. If an average purchase size is $40 and shipping cost is $10, ask for $80. When the final cost is $50 (40+10), spending $30 more to get one more item seems to be a better idea than paying $10 for delivery and get only 1.
    3 - Free Plus Shipping for Special Buy
    Free + Shipping is appropriate for not expensive products. It doesn't matter what business niche you have you're able to find a product that fits this option perfectly.

    Example: It may be a product that costs you $3-$5. You may suggest to get it for free for $7.99-$14.95 of shipping cost. You may charge more than that however product value should match its price. Otherwise, a buyer won't purchase.

    Examples of products that cost you $3-$5:
    Scarcity and Urgency
    Scarcity and urgency are two leverages dropshipping stores may never live without. We all know about it. Offering a good product and supplementing it with a discount is great but scarcity and urgency follow up and convert. There are 2 tactic tools: social proof, countdown timer.
    4 - Social Proof
    Shopify app to use: Fomo for $29-$199/month or Fera app that has social proof feeds & popups in a free plan.

    How it works: Store visitors see real-time notifications about recent purchases of products they are interested in made by other people. When you offer a discount and state a limited number of items left, more than that you add these notifications, emotional tension tops out and results in conversion.
    5 - Countdown Timer
    Shopify App to use: Hurrify for $6.99/month or a free app called Countdown Cart by Beeketing

    How it works: Shoppers get to the product page and see a countdown timer or/and stock countdown. It produces the same effect as social proof.
    Energize Back-To-School: Top Tips and Desired Products - Dropwow Dropshipping
    6 - Website Trust
    Add return policy and customers' reviews to the product pages you're going to promote. It is a regular job. If it hasn't been done, now is the right time.
    7 - Mobile-First
    Become mobile-first to get ready for shopping on the go. The minimal to-do list includes page speed testing and checking up your store mobile design.
    8 - Smooth Checkout
    Work at checkout process to make it extremely easy and seamless. Nothing should side-track attention from sealing the deal.
    9 - Instagram Influencer Marketing
    Consumer behavior statistics says social media affects back-to-school shopping. Within the framework of dropshipping businesses, Instagram influencer marketing is the most powerful method. If you think an influencer shoutout is expensive and you're limited in budget, you should know that a starting price is $5. Check common quotes for Instagram shoutouts.

    The example of a shoutout on Instagram:
    Energize Back-To-School: Top Tips and Desired Products - Dropwow Dropshipping
    For those who cooperate with video bloggers, this is another shoutout but on YouTube:
    I took the link she left under her video and see that her storytelling was successful:
    Energize Back-To-School: Top Tips and Desired Products - Dropwow Dropshipping
    10 - Remarket Shoppers via Facebook Retargeting
    If your dropshipping store is not brand new, you installed Facebook Pixel, use collected information to reach your target audience again.

    Watch video guides about retargeting:
    1. How retargeting works -- 19:47 sec.
    2. How to use the custom audience to retarget visitors -- 8:15 sec.
    #1
    #2
    11 - Remarket Shoppers via Email
    It's a normal deal to contact consumers via email on holidays and during big selling seasons to make offers. Remind students and their parents from your email list what they need to get ready for a successful first day back. Find some creative and non-ordinary stuff that is not easy to find in a standard brick-and-mortar store and supplement these products with discounts. Prepare 3-4 emails with 1-2 offers each.
    Energize Back-To-School: Top Tips and Desired Products - Dropwow Dropshipping Energize Back-To-School: Top Tips and Desired Products - Dropwow Dropshipping Energize Back-To-School: Top Tips and Desired Products - Dropwow Dropshipping
    Energize Back-To-School: Top Tips and Desired Products - Dropwow Dropshipping Energize Back-To-School: Top Tips and Desired Products - Dropwow Dropshipping
    How to offer discounts?
    • You may increase the initial prices and make discounts from them. Another way is contacting your current suppliers to ask for discounts. In any case, if you wish this to work for you, there are some significant conditions:

    • Use percentage discounts (not number discounts). In most cases, not expensive products are selected for dropshipping (below $200). If $30 is your "standard" selling price and $15 is a special offer, 50% OFF is psychologically perceived as a stronger motivation to purchase than $15 OFF as 50 is more than 15.

    • Your website should look good, it should look expensive. For those who need an inspiration, look at these top Shopify stores. Look how fancy they look. Would you buy from them? I would definitely do. Supplement your special offering with the powerful words that attract customers and sales.
    Top Sellers during Back-to-School 2017
    According to the NRF's annual survey conducted by Prosper Insights and Analytics, the main expenditure items in 2017 were products of these categories:

    • clothing was purchased by 95% of respondents - $10.2 billion
    • electronics (60%) - $8.8 billion
    • shoes (93%) - $5.6 billion
    • school supplies (97%) - $4.9 billion
    Back-to-College Shopping List 2018
    The following chart shows the average back-to-college shopping list for households of college student in 2018:
    Energize Back-To-School: Top Tips and Desired Products - Dropwow Dropshipping
    Nearly 7 in 10 back-to-school shoppers plan to purchase a brand new backpack this year rather than reusing something they already own
    — Katherine Cullen, NRF
    Winning Products for Back-to-School 2018
    Season-related new releases of 2018 and the best-sellers were picked. Be sure you imported themed items and the products mentioned above. Create collections, for instance, "Back-to-School Sale" and "Back-to-College Sale" in your Shopify store.
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    Get ready for the second-most-valuable sale, meet the needs of shoppers and "wrap up" your special buys in a proper way.
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