Walmart is the #1 omnichannel retailer for BTS!3
Class is back in session at Walmart!
Check off those lists and help shoppers fill their backpacks this Back-to-School season with our A+ blend of awareness and precision your brand needs to stand out.
Walmart Connect has the right mix of capabilities and the omnichannel presence to help brands connect meaningfully with shoppers during this key moment. Let’s get studying as we share our insights and best practices for the start of the school year.
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What can we expect to see for Back to School?1
$
B
in anticipated revenue in CA
Where do Canadians plan to shop this season?2
%
plan to head in-store and online for discounts
Is Back to School a growth opportunity for brands?3
%
CAGR in projected revenue from 2025 to 2030
1 Canada Back To School Market Size & Outlook, 2024-2030. Grand View Research, 2024
2 Back-to-School 2024: More Expensive than ever? Abacus Data, August 2024
3 Household Penetration Nielsen/Q Homescan, 2024
Mindful spending is the key to success
Over 7 in 10 Canadians planned to take advantage of in-store or online discounts, promotions, and sales to keep expenses in check.4
Canadians have come to enjoy the everyday low prices they expect from Walmart, thanks to price matching and rollbacks.
Rising costs challenge brand loyalty
Over 6 in 10 shoppers said they’d buy a different brand if their preferred brand was too expensive.4
Over 90% of searches in key Back-to-School categories are generic, giving advertisers the opportunity to defend or grow their brand.6
Convenience is king
7 in 10 shoppers said that convenient locations, returns, and delivery are the top drivers for choosing where to shop.5
Walmart offers over 400 store locations so they can shop whenever or wherever they choose. Walmart Canada’s Delivery Pass offers customers access to unlimited, free same-day delivery on thousands of items for less than $2 per week! 6
4 Back-to-School 2024: More expensive than ever? Abacus Data, August 2024
5 2024 Deloitte Back-to-School Survey. Deloitte, May 2024
6 Walmart 1P data from Jun. 2024 to Sep. 2024
In 2024, of Canadian parents planned to go Back-to-School shopping.7 Over planned to do their Back-to-School shopping in-store at Walmart - the highest of all retailers.8 Essential categories like Grocery and Apparel continue to see high demand during the Back-to-School season.
7 Harris Poll / Nerdwallet Canada, 2024
8 Back to School Report, Field Agent Canada, 2024
9 Walmart 1P Data Jun – Sep 2024
Personalized Messaging based on Intent
The majority of Back-to-School searches at Walmart are unbranded and in categories such as Accessories, Apparel, Grocery, and Stationery. Shoppers in these categories are highly influenced by price and deals, rather than just brand names. However, almost half of the Back-to-School searches for electronics and beauty are brand-focused. Consumer messaging for this category should highlight the value proposition, key brand features and competitive advantage.10
Accessories
Backpack
Lunch bag
Lunch box
Thermos
Water bottle
100% of accessories search keywords around Back-to-School are unbranded.
Apparel
Women’s clothing
Baby girl clothes
Women’s swimsuit
Women’s dresses
Baby boy clothes
100% of apparel search keywords around Back-to-School are unbranded.
Grocery
Bread
Milk
Chips
Cheese
Yogurt
100% of grocery search keywords around Back-to-School are unbranded.
Stationery
Pencil case
Binder
School supplies
Notebook
Pens
100% of stationery search keywords around Back-to-School are unbranded.
Beauty
Body wash
Shampoo
Toothpaste
Elf*
Sunscreen
30% of beauty search keywords around Back-to-School are branded.
Electronics
TV
iPad*
AirPods*
Apple Watch*
iPhone*
40% of electronics search keywords around Back-to-School are branded.
10 Walmart 1P data from Jun. 2024 to Sep. 2024
11 Walmart 1P data from Jun. 2024 to Sep. 2024
Accessories
Apparel
Beauty
Stationery
Electronics
Grocery
Accessories
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