Back to School Contextual Insights Q3-22

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A few facts to get you started

Back to School, and Back to College, is a major source of revenue for clothing, electronic, and school supply retailers. Trending content mainly revolves around tailored shopping lists and the newest electronic gadgets.

612 dollars per child

Was spent in 2021 for back-to-school supplies in the US

62%

of shoppers make peak purchases of school supplies in the first two weeks of August

Electronic equipment

Brought in the most revenue in 2021

*Source: Statista, 2022

Key Topics by Traffic

Technology: 81% of total interest - Content accessed by customers wanting to update their devices

Top Keywords: Earbud, printer, projector, key specs, true wireless, touchscreen

Key insights: Reviews (40%) and best list (23%) dominate the tech interest

During the second quarter of the year, getaways, holiday planning, & healthier routines take an important part of consumers lives, seen in trending article topics.

Beauty & Personal Care: 9% of total interest - New beauty routines and trends to begin the school year with

Top keywords: Hair dryer, curly hair, sensitive skin, deodorant, dry skin

Key insights: Interest is driven by the focus in daily use and summer recovery

Green Beauty has impacted body and skin care more than hair care. The competition among body creams and ageing solutions is the hardest. Vegan & green content associated with innovation are specially relevant for hair care products, presenting a clear opportunity.

Style & Fashion: 6% of total interest - Trends influencing fashion in schools and universities

Top Keywords: Running shoes, training, heart rate, pocket, wardrobe

Key insights: Running (4%) & cycling (3%) catch more headlines than any topic

This territory has a very strong association with celebrities and growing fashion trends. It also shows a big focus within sport fashion, focussing mostly on running outfits and cycling outfits.

Education: 4% of total interest - Information about courses, timings, universities and materials

Top keywords: Which university to study, english and maths, exam boards

Key insights: A level results attract most interest among education

This territory focuses on a very broad scope of education with a focus on universities and student life. Next to the different degrees of education, this territory also includes topics around the complete adventure of becoming a student including information about the city, the best places to study, among others.

*Source: Relevant Keywords extracted using tf:idf over Seedtag’s Publisher Network articles related to that topic.

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