How creators inspire consumers to buy back-to-school and dorm room essentials

As ecommerce grows in back-to-school shopping (34.9% of total back-to school sales this year versus 33.5% in 2023), content creators are playing a pivotal role in how consumers find school supplies.

This shift is driven by younger parents buying classroom supplies for K-12 children and college students outfitting their dorm rooms. Both groups favor online shopping for its convenience and the ability to compare prices, our analyst Sarah Marzano said in a recent edition of our “Behind the Numbers: Reimagining Retail” podcast.

To capture shoppers’ attention, marketers are leveraging content creators as a discovery point for school and dorm room essentials on platforms like TikTok, Instagram, and Pinterest.

“Retailers are really recognizing the power of these content creators [by] bringing them off their nascent platforms,” Marzano said. Regardless of the platform, partnering with established influencers has a notable effect on purchasing decisions due to their authenticity and relatability.

• Amazon reprised its “Dorm Roomz” campaign, a spin on home tours, but at college, featuring basketball player Jared McCain and other TikTok influencers. The video and social campaign features classroom supplies and dorm decor available from Amazon’s Off to College shopping guide.
• Walmart collaborated with two influencers who got their start on TikTok for a shoppable music video. Walmart’s campaign targets Gen Alpha by incorporating kids’ slang and fashion trends, and features Taylen Briggs, an elementary school-aged TikToker. Viewers can shop the 250 back-to-school products featured via a YouTube link or Roku’s text-to-shop feature.

Pinterest also played a significant role this back-to-school season. Target and Urban Outfitters were among the retailers to partner with Pinterest, tapping the mood board platform to help Gen Z consumers and their parents visualize what they may need to start school, and provide a path to purchase.

“[Influencer marketing has] completely changed how college students think about what their dorm room is, and could be, and drives spending as a result," our analyst Zak Stambor said. College-bound back-to-school sales are expected to total $37.33 billion in 2024, according to our US forecast.

Listen to the full episode of “Reimagining Retail” for more back-to-school insights.

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