The “second wave” of back-to-school shopping you may be missing

• A second back-to-school shopping season emerges as temperatures drop, influencing clothing and school supply purchases.
• Back-to-school marketing strategies perform better when aligned with real-time weather data.
• Parents, educators, and students frequently check the weather for school-related purposes, creating prime ad opportunities.
• Weather-related advertising increases engagement, with parents being an especially responsive audience.

Editor’s note: All data sourced by The Weather Company Back to School Consumer Behavior Survey, September 2024, except where noted.

Why smart back-to-school marketing strategies don’t end in August

A second back-to-school season? It’s real. While many campaigns focus on the early back-to-school rush in the summer, changing temperatures as fall weather arrives create a second wave of shopping demand. Weather-related advertising solutions from The Weather Company can help brands anticipate it. So, get out your pencils and take notes as we share how to optimize campaign message timing, boost engagement, and drive better back-to-school marketing results this year.

How fall weather brings parents, students, and educators back to stores

When it comes to back-to-school shopping trends, most marketers focus on discounts, must-have items, and hitting the August shopping peak. Here’s where it gets interesting: The traditional back-to-school shopping season isn’t the whole story. Parents and students often make additional purchases as cooler fall weather arrives in September and October.

Picture this: A mom checks her weather app first thing in the morning and sees an upcoming cold snap. Those jeans and sweaters from last year are likely outgrown. Probably need a new winter coat, too. Not to mention a bigger pair of snow boots. Suddenly, her back-to-school shopping list springs back to life.

This isn’t hypothetical. It’s relatable. For retailers, this back-to-school season revival is an opportunity that may be overlooked. Back-to-school advertising campaigns that account for seasonal weather changes can capture late-season demand and keep brands top-of-mind as parents and students adjust their wardrobes, meal plans, and daily routines.

Weather: Shaping what to buy and where to buy it

“Will I shop online or in-store today?” For 87% of back-to-school shoppers, the weather directly answers this question. Hot, rainy, or otherwise unpleasant conditions drive shoppers online, while pleasant weather sends them to physical stores.

This gives savvy marketers a perfect opportunity to adjust their messaging in real time. When storm clouds gather, your ads can emphasize online shopping convenience. When sunshine returns, your messaging can highlight in-store exclusives and experiences.

Eyes on the weather: an essential part of the school day routine

Parents and educators aren’t casual weather watchers – they’re weather-obsessed from morning until evening throughout the school year. In fact, 87% of parents check the weather at least once a day.

Getting out the door: Morning (5-9 a.m.)
A staggering 73% check the weather first thing every morning. These early checks help inform decisions about transportation, clothing, and food for the day.

The after-school planning sweet spot: Mid-day (noon-3 p.m.)
Is ultimate frisbee practice still on? About 40% check in during this timeframe to see if the weather might impact after-school activities.

Tomorrow’s planning happens tonight: Evening (5-11 p.m.)
As homework wraps up and night falls, about 23% are buying clothing and school supplies (5-8 p.m.) while many are deciding what food to pack or purchase the next day: 24% from 5-8 p.m. and 20% from 8-11 p.m. In fact, around 54% say checking the weather is one of the last things they do at night.

Weather-driven advertising drives results

The link between weather and consumer decisions is clear. By tapping into real-time and forecasted weather data, brands can maximize the impact of their back-to-school marketing campaigns and connect with consumers in a meaningful, memorable way.

When brands incorporate weather signals into their back-to-school advertising strategies, they create a more relevant and engaging experience – leading to stronger performance and higher ROI.

Practical ways to implement weather-smart marketing

Ready to incorporate weather intelligence into your back-to-school campaigns? Here are some A+ strategies:

• Develop weather-responsive creative that adapts to local conditions
• Target morning and evening weather check times when purchase planning peaks
• Extend campaigns beyond August to capture the temperature-driven “second wave” of shopping
• Adjust online vs. in-store promotion based on forecast conditions
• Allow for regional weather variations in your messaging to provide hyper-local relevance

Back-to-school + The Weather Company ad solutions = success

Weather shapes nearly every back-to-school purchase. Our ad solutions help you show up at exactly those decision moments.

Eye-catching creative: Put your back-to-school advertising directly in front of 330+ million monthly The Weather Channel users¹ when they’re planning their day. Our dynamic Integrated Marquee premium ad creative automatically adjusts to show the perfect message based on local weather, time of day, and location.

Weather smarts anywhere you advertise: Take weather intelligence beyond our channels with Weather Targeting that works across your entire digital campaign. AI-powered technology and hyperlocal weather data from the world’s most accurate forecaster² can activate your ads based on the specific weather patterns that influence back-to-school shopping behaviors.

School your competition with weather intelligence

Don’t just capture the first wave of back-to-school shoppers. Be there when temperatures drop, and those summer purchases no longer make the grade. From fall clothing restocks to snow day preparations and after-school planning, weather influences decisions all school year long. With The Weather Company advertising solutions, your back-to-school marketing campaigns will be at the top of the class.