Uncertainty about school openings has delayed the traditional back-to-school season, which means it’s not too late for retailers to launch their BTS campaigns. But make sure e-Commerce operations are up to speed: this year, 2.5X more shoppers plan to shop for BTS items exclusively online compared to 2019.

Influencers have adapted their messaging to the COVID-19 crisis: while 2019’s recommendations revolved around outfits, dorm décor and preparing kids for the first day of school, this year the focus is on school supplies for in-home classrooms, home schooling tips for parents and safety advice for those returning to physical campuses.

Get more BTS data in this infographic from AspireIQ.