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It's already back-to-school season—the second-biggest retail event of the year, behind holiday shopping. But effectively targeting these shoppers takes a bit of planning.

The Shelf, provider of data-driven influencer marketing solutions, has created a massive Back-to-School infographic with more than 150 data points about back-to-school shopping and back-to-school shoppers—along with a few well-chosen marketing strategies to create a targeted campaign.

The National Retail Federation estimates that 2019-2020 back-to-school shoppers will spend more than $80 billion this year for the 76 million K-12 and college students slated to head back to classes over the next few weeks.

And the parents and students who will be hitting the stores this year will divide their spending between in-store (56%) and online purchases (29%), with the remaining 15% of back-to-class undecided between the two, according to Deloitte.

Back-to-school shopping is a family affair. Historically, brands have targeted moms with back-to-school campaigns, but dads actually outspend moms by $115 on average. Pre-teen shoppers are expected to spend $26.40 of their own money on school supplies, and teens will spend $36.71 of their money ahead of the new school year.

Gain valuable insights about how K-12 back-to-school shoppers and back-to-college shoppers make buying decisions. Identify the differences between the two groups, and use the strategies included in this infographic to plan the most effective B2S campaigns.

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image of Vahe Habeshian

Vahe Habeshian is the director of publications at MarketingProfs and a longtime editor. Reach him via

LinkedIn: Vahe Habeshian

Twitter: @habesh