Commission Junction, the leading affiliate marketing network, today released its annual Back to School report for online retailers, providing insights on consumer trends and key shopping dates for the season.
In analyzing past sales data, Commission Junction found that Back to School shoppers are inclined to use all the tools at their disposal to research and purchase online, including consulting search and price comparison engines, and coupon and cash-back websites. Consumers are increasingly conducting product discovery and shopping on content websites, which saw 30 percent yearly growth in sales last season.
“Given its broad distribution, the affiliate channel provides advertisers with the opportunity to effectively reach Back to School consumers throughout their decision-making process, which lasts late into the summer,” said Heather Pilat, Commission Junction’s VP of Analytics.
For the past two years, Back to School sales peaked the fourth week of August, with a second peak the first week of September. The corresponding weeks this year are August 19 – 25 and September 2 – 8. Consumer Electronics, Hardware and Software retailers saw a sales peak during mid-August, and also realized a secondary bump in late September along with Bed & Bath retailers. Apparel purchases, on the other hand, were heavily concentrated in late August and early September.“The overall number of sales affiliate sites referred to Commission Junction advertisers last September grew by 27 percent over the prior year,” said Pilat. “These purchases may have been school or early winter holiday-related, so we believe a ‘stay late’ affiliate strategy is a good one to maximize sales.” The full report is available at this link. About Commission Junction Commission Junction, a division of ValueClick, Inc. (Nasdaq: VCLK), facilitates and supports equitable, lucrative relationships between advertisers and publishers. Many of the world’s most widely recognized and highly specialized brands run their pay-for-performance programs on CJ’s platform.