The critical thing about the back-to-school shopping season is that it's long – about three months! This is because school start dates vary across the country, from as early as the first week of August (Hawaii's public schools) to mid-September (New York City public schools).
Shoppers time their back-to-school shopping to the school start date, with 73 percent of shoppers filling their carts three weeks to more than two months before school starts.Does Advertiser Spend on Keywords Match Top Queries?
To get an indication of the search terms the back-to-school shopper is using, we can look at advertiser spending on keywords that are relevant to back-to-school. Our friends at AdGooroo aggregated this data from both Google AdWords and the Yahoo Bing Network. It shows ad spend and impressions served – giving you a peek into how the two match up: