Parents make the most of technology to ease the annual ‘Back to School’ shop

Image of school children running

5 September 2018, UK: Parents across the country have been planning ahead when it comes to shopping for new school uniforms and supplies, according to the latest data from Yell.com1. The data compiled by Yell, the leading provider of managed digital marketing services*, found that 38% of parents shop for new school uniforms in August, and 33% look in June and July. Meanwhile 23% still leave it to the last minute and complete in September, and only 6% wait until October.

  • 35% of parents shop in Birmingham, 31% in Leeds and 26% in Bristol shop in September
  • 43% of parents in Cardiff, 41% in Belfast, 39% in Nottingham, 35% in Manchester and 34% in Kent shop in August
  • 38% of parents shop in Liverpool and Glasgow shop in August

Parents are also leveraging technology to complete the ‘Back to School’ shop and purchasing online and on the move, with 66% of sales completed via mobile devices as opposed to 34% on desktop devices. This mirrors an ongoing trend seen across the country, with searches on mobiles for goods and services now exceeding those on desktops and tablets.

While this reinforces how embracing the latest technology developments can have a significant impact on businesses, small businesses are already struggling to keep up with constantly changing digital market place. Many businesses are also unclear as to the importance online reviews can have on their business, with only 43% of SMEs believing that reviews themselves are an important part of their digital advertising.

Mark Clisby, Chief Marketing Officer said: ‘‘This has always been a busy time of year for parents up and down the country, ensuring that children are ready for the new school year. There is a significant increase in the volume of searches for new school supplies over the late summer period, with many looking to smaller, local services and retailers with whom they have built a long and trusted relationship with.

“However, what is new now is how many parents are leveraging new technology to make their searches easier and to cut the time spent on getting their families prepared for the new school year. This data reinforces why SMBs need to ensure they have a strong presence online if they are to capitalise on this seasonal uptick in purchasing power.”

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Media Contact

Sarah O’Rafferty
Head of Public Relations
0118 912 8999

About Yell

Yell is #1 for managed digital marketing services for all types of local businesses in the UK*. Its goal is simple; to connect consumers and businesses online. Yell.com now provides advanced tools to support consumers in their search for suppliers, including ratings and reviews, mobile apps and social media sharing. Yell is one of the largest resellers of Google AdWords in the UK and provides the full range of digital media and managed services for businesses with Pay Per Click, Websites, Display adverts, Social media and directory listings. Over 130,000 businesses currently advertise with Yell, and Yell.com is used by millions of consumers every month.

Further information on Yell is available at https://business.yell.com/

1 Data sourced from Yell.com
* Source: M-Brain research 2017, #1 in terms of revenue from sales of managed digital marketing services