The 2024-2025 back-to-school shopping season is poised to be one of the most successful of recent years for Canadian ecommerce. Canadians are spending more online in Canada, and using the internet as a tool for comparison shopping and bargain hunting. In fact, 88 percent of Canadians made an online purchase in 2021, according to the CIRA Internet Factbook. and that number is expected to grow to almost universal adoption.
The low Canadian dollar, coupled with the “buy Canadian” mindset of late, is expected to keep more retail sales in Canada this year. Forty-three percent of us are looking for a Canadian business to buy from, and 37 percent want Canadian-made products.
Some of the pandemic fallout is positive, from a business perspective. For example, more Canadian businesses selling online will have a profound impact on their bottom line indefinitely. That will, in turn, have a positive impact on the Canadian economy and help us recover.
“Canadians became increasingly reliant on retail e-commerce platforms in the face of COVID-19,” reports Statistics Canada. “Retail consumers have shown that, as restrictions were lifted, e-commerce remained an attractive method of shopping as some businesses increased their online presence and continued to invest in online sales and e-commerce capabilities.”
You may even bring in some American back-to-school shoppers, as well as consumers in other countries you choose to serve. Ecommerce brings the World to our doorstep and the low Canadian dollar invites them in. The cost of shipping is the biggest barrier to global expansion in Canada, but new fulfillment options have helped considerably.
Canadian Back-to-School Statistics
The most recent data from Statistics Canada shows there were 5,675,691 students enrolled in Canadian public elementary and secondary school programs for the 2018/2019 school year. Canadian households spent an average of $1,691 on education in 2019.
The Retail Council of Canada and Leger studied the regional differences among back-to-school shoppers in Canada in 2020. Quebec shoppers were less likely to purchase school supplies, health-related products, books, movies, and sporting goods online last year, compared to shoppers in the rest of Canada. Shoppers in Ontario are more likely to purchase school supplies online this year.
Back-to-School Shopping for Grade/High School Students
- Sixty-two percent of shoppers expected to spend over $500 on back-to-school college supplies
- Thirty-eight percent expected to spend less than $500
- Thirty-eight percent expected to spend $500-$1000
Back-to-School Shopping for College or University Students
- Fifty-two percent of college/university students expected to spend less than $500 on back-to-school supplies.
- Thirty-one percent expected to spend $500-$1000
- Thirteen percent expected to spend $1000-$2000
Staples / Angus Reid did some research before launching their 2024 back-to-school campaign in Canada, demonstrating how valuable it is to know the current status of your target market.
Their findings were included in a recent press release:
• Parents are looking to accomplish their back to school quickly and efficiently, rather than making it a family moment: 88 per cent agree they want to do it quickly and efficiently and 70 per cent agree it usually ends up being a chore. Note: This mindset drives parents to shop online, even if they prefer shopping in-store.
• Canadians will hunt for savings on tech as it tops affordability challenges: 59 per cent of parents report tech among the top three biggest affordability challenges, placing a greater emphasis on deal seeking, promotions and financing options for this category.
• Parents’ comfort with their kids using AI for schoolwork more than doubles if it has been specifically reviewed and approved by their school: This number doubles for parents with kids aged 13 to 17 compared to comfort with no supervision at all and triples for parents with kids aged 6 to 12.
20 Ways Canadian Retailers Can Win Back-To-School Sales Online
The following tips will position you to take full advantage of the back-to-school season, and then go right into the profitable holiday season.
Canadian ecommerce merchants and other online sellers of school supplies, clothing and related technology can use many strategies to offer convenience, add value and reduce price.
- Optimize your website to ensure Canadians will find you when they’re searching. Remember that more Canadians are searching on their smartphone than ever before. Make sure your website is mobile-friendly and employ omni-channel strategies for the most success.
- We all know why toys are advertised during children’s shows. Promote your best deals and “gotta have it” items on social media because that’s where the kids are. YouTube can be a very powerful tool to reach young watchers as well.
- It has become common for parents to hand over their credit card to teens for back-to-school online shopping. It changes the shopping dynamic when teens hold the credit card. What appeals to them certainly won’t be the same as what appeals to their parents, and they aren’t too keen on store loyalty. They want what teens have always wanted: the cool stuff of the moment. Give them a new twist on that cool item to catch their attention. If you want to reach teens it’s important to be present on social media, both for campaigns and for customer support.
- Engage those mommy/family bloggers! We have a list of Popular Canadian Bloggers to get you started. Influencer marketing has proven to be the most cost-effective, successful tool in today’s marketing tool box. You can target any demographic with a level of precision that other marketing channels can’t touch. Additionally, increased conversions and brand exposure can continue to benefit your business beyond the end of your actual campaign.
- Offer free or low flat-rate shipping. Use these 12 Ways to Slash Shipping Costs for Canadian Small Businesses to make it more affordable.
- Bonus items are always popular, such as a hot back-to-school item free with purchase, or a freebie with purchases over a certain dollar amount, BOGO (buy one, get one free), and so on.
- Contests can bring back-to-school shoppers to your site and social media pages. Designer backpacks, tablets, and “win your purchase” are just a few possible prizes. Allow bonus entries for social media sharing. Check out The 7 Most Popular Types of Social Media Contests for great ideas.
- Online discounts and coupons (or printable coupons on your website if you have an offline store).
- Promote or start a loyalty or reward program. “Retailers that offer loyalty or reward programs offer an added bonus to students and parents who are looking to get the most of their money,” suggests Mike Bonner, Vice President, Commercial Banking, GTA Division, Bank of Montreal.
- Prominently feature price-matching policies.
- Make it clear that you are located in Canada and clearly label products made in Canada. Encourage shoppers to shop Canadian and buy local. Reach out to American shoppers looking to get a deal on Canadian dollar purchases. Seventy-two percent of Americans say they’re willing to purchase online from Canada (more than any other country), according to a Bronto Ipsos survey, but only 20 percent have actually done so.
- Stock unique or novelty items that Canadian kids “just gotta have” and promote them like crazy so parents searching for specific products will find you.
- Bundle back-to-school products for convenient online shopping and offer a great deal on these packages. That could be anything from one-click “basics” purchases, to trending theme bundles like Barbie, Spiderman or team themed school supplies.
- Offer assurance to online Canadian shoppers by providing a guarantee and clear return policy. If possible, allow returns to an offline store.
- Offer gift cards or certificates for parents to give to older children and university students. Make it easy with instant email delivery.
- A very effective and efficient way to get in front of thousands of online back-to-school shoppers is to start an affiliate program through a network. You’ll quickly build an online sales force and you’ll only pay when they send you a sale.
- If you’re an affiliate marketer or blogger, you can feature back-to-school sales and coupons from your favourite merchants through networks (like Share-A-Sale).
- It’s a fantastic time of year to get into drop shipping, which requires no inventory and allows you to have purchases shipped all over the World if you want to. You can be up and running in time to cash in on back-to-school shopping and you’ll be ready for holiday shoppers.
- Consider selling products to bargain-hunting Canadians via online marketplaces. While the environment is more competitive, it will allow you to take advantage of the massive traffic these sites get.
- Donate a portion of profits during August/September to a Canadian-run education or other child-related charity. Shoppers love to help causes while buying items they need anyway. Plus, many charities promote their benefactors online.
Are you targeting online back-to-school shoppers in Canada in 2023? Please share your ideas or questions in the comments below or join us in the Online Business Canada Facebook group.
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Melody McKinnon is an internet entrepreneur with 25 years of experience in a wide range of online business models, backed by a formal business education and enhanced by training and mentorship. She has owned or managed both educational and ecommerce websites. Her book, 7 Recession Proof Online Businesses to Start From Home, is available from all major ebook retailers.
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I enjoy selling this time of year and school supplies are so much fun to find and stock. It’s tough to set yourself apart if you don’t get creative with your products. I really dig around the wholesalers to find stuff that isn’t already available from your average store. I’M NOT AVERAGE!
Back to school sales are starting much earlier this year. Not in the stores but I mean parents are shopping earlier. Earlier every year! Spread out the expense I suppose?
Clever as usual! I’m already planning back to school and it isn’t even out for summer yet! 😉
This information is very eye opening. I got school details from https://schooldirect.org/canada/ but it seems like most schools are closed at the moment and no responses.
This is great advice, thank you for the continued nudges and ideas!!
I’m officially blown away by everything you’ve thought of for us to try. We’l be selling online by the holidays and it’s scary but exciting. I can’t wait to see what difference it makes to our sales numbers by the end of the year. Your info really helps… thank you so much.
Seriously great effort here. Thanks for sharing ecommerce tips they really help.
Awesome insights! Ecommerce could really fly in Canada but I think most stores have alot to learn yet. I work for a small boutique and have been trying to talk them into an online store for a couple of years. They’re petrified of it but I think they’re finally considering it.