Back to school – marketing calendar

Different young people have different feelings regarding going back to school after holidays – while some are happy and excited, some are reluctant or even anxious. No matter the mood, however, it’s all part of daily life in virtually every country of the world. Probably the most widely recognised back-to-school date is 1 September, but, as you will see, there are many exceptions, too.

From this article, you’ll learn:

• when pupils go back to school in Europe,
• when the school year begins in the USA and Canada,
• when the back-to-school date falls in Australia and New Zealand,
• back-to-school traditions people cultivate around the world,
• how various industries can benefit from the back-to-school bustle.

Depending on the region (or even school district), classes in Canada begin between the end of August and the beginning of September.

In the case of the United States, similar numbers of students go back to school every week between the beginning of August and the beginning of September. Interestingly, for a small percentage of school districts, the school year begins already at the end of July.

In Australia and New Zealand, the only countries among the ones we describe that are located in the Southern Hemisphere, back-to-school dates differ significantly from those in Europe and North America.

In New Zealand, a school year takes place within one calendar year. It begins between the last week of January and the second week of February.

The situation is similar in Australia – there, school year starts between the last week of January and the second week of February (depending on the state or territory).

The beginning of the school year, being an important social occasion, is often accompanied by various interesting customs. Most often, they consist in giving pupils souvenirs or sweets. When ceremonies are held, their agenda usually abounds with education-related speeches. Let’s look at some interesting traditions from around the world:

Already a few weeks before the school year starts, supermarket aisles are full of “back-to-school” banners. This shouldn’t come as a surprise.

School year beginning is a period during which multiple industries experience bigger sales, while new products and services are successfully launched. School supply shops see increased traffic when parents and their children buy notebooks, pens, backpacks, or textbooks. But it’s not all about stationery companies – also the clothing and footwear industry can profit off selling items needed for school (bear in mind, though, that there are regional differences – did you know that, for example, in Greece, students don’t change their shoes in school?).

As the school year start approaches, many enterprises market innovative products aimed at answering students’ needs – such as ergonomic backpacks, eco-friendly school supplies, or technologically advanced accessories. The latter frequently employ motifs from children’s favourite franchises, like the latest cinema hits or best-selling video games (e.g. Minecraft).

Moreover, tech companies notice bigger demand for laptops, tablets, and other electronic devices, which become more and more necessary for learning. Other areas where customer activities are on the rise before the school year beginning are extracurricular courses, tutoring, and transport.