Capturing the freshers market: Essential strategies for back-to-campus campaigns

As millions of students eagerly await results day, the tension is palpable, and thoughts turn to the next chapter. Those returning to learning are gearing up for the new academic year, and the scale of the back-to-campus market becomes apparent. Window shopping has already begun, lists are brimming and online carts are filling up. Put simply, the potential for brands to make an impact cannot be overstated.

To find out more about this unique demographic’s buying plans, UNiDAYS took a deep dive into all things back-to-campus. Our ‘Student Insights Report‘ reveals some eye-opening findings. For starters, we know Gen Z is primed and ready to spend an average of £1,601 each on essentials in the run-up to the new academic year – that’s a whopping total spend of £4.3bn.

The back-to-campus market represents a lucrative opportunity for brands. Still, Gen Z is an elusive consumer group. Capturing, engaging, converting and unlocking their loyalty is a massive challenge. Unlike any previous generation, Gen Z, with its distinct characteristics, demands specific strategies. And, as we found out, freshers are in a class all of their own.

With a greater reliance on parental support than those going into their second years or above (54% versus 39%), freshers have a bigger budget across the board. That average spend of £1,601 per student is almost 60% higher for freshers, standing at £2,544 and representing a total outlay of £1.4bn. Freshers will also be shelling out more in the most popular categories.

When it comes to fashion items, freshers indicate they’ll pony up a total £546m – that’s £1,313 each compared to £827 on average. Beauty will see the average fresher spend £600 more than average (£1,118 versus £518), totalling £410m. They’ll also lay out more on groceries and school supplies than those in the years above, with total spending of £32m and £17m, respectively.

Still, despite freshers’ willingness to splash the cash, marketers need an innovative approach to grab the attention of these new starters.

Meet freshers where they’re at

Getting ready for your first year at uni is no small task. It’s a time for massive life changes. Whether it’s living away from home, switching to independent learning, taking on sole responsibility for self-care, or managing a budget, back-to-campus is filled with anxiety-inducing firsts for freshers.

Understanding that back-to-campus is an exciting time but also a source of worry for many new starters is a vital step for brands. Price and quality are, unsurprisingly, the most important aspects for all students looking to purchase back-to-campus items. However, there are a few noticeable points of difference with freshers.

Despite freshers’ willingness to splash the cash, marketers need an innovative approach to grab the attention of these new starters.

Firstly, in-store student discounts and free delivery are much more influential on buying decisions than those in years two or above. Secondly, freshers prefer an in-store experience significantly more when discovering new brands. Thirdly, free trials and exclusive content are much more persuasive in getting freshers to try products and subscription services.

Targeting their specific pains and drivers and offering tailored incentives to freshers, like exclusive deals, higher in-store discounts and fee-free deliveries and returns, is one way to appeal. Timing offers as a bridge to and between student loan drops is another excellent way to build loyalty that lasts a lifetime.

Hit freshers’ passion points

To the self-care generation, buying goods isn’t just about material possessions; it’s an escape from stress and anxiety. Whether it’s a trendy outfit, viral moisturiser or music subscription, purchases reinforce their identity and provide a respite from their worries.

Looking good helps Gen Z feel good and vice versa. We see freshers turning to self-care as a way of dealing with the added pressure of being the new kids on the block. Whereas second-years and above are investing in tech like laptops, PCs and headphones for their studies, freshers are splashing out more on fashion and beauty.

Bodycare and makeup are most popular in the latter category, with haircare coming a close third. In fact, freshers will lavish an average £213 on haircare, compared to just £91 for older year groups – remember, they’re looking good to feel good. Self-expression is another passion point for these young consumers. Hobbies, exercise and social pastimes are a cultural canvas for this generation. As back-to-campus is essentially a fresh start, we see the ‘new year, new me’ mentality in action.

Brands that understand and express solidarity with students through empathetic messaging and aligned pricing can tap into this interplay of passion and pragmatism. But beware – Gen Z’s authenticity radar is finely tuned, so you must be genuine and transparent. Personalised and customised offers, product suggestions and even add-on options are another winning strategy. Let them express their passions and co-create their consumer journey.

Capitalise on the spirit of discovery (but not at the expense of information)

Starting uni feels like setting out on a voyage of discovery. As academic, personal and social horizons expand, freshers meet new people, transition to independence and find a renewed sense of purpose and direction. New avenues of expression open up and aspirations shift. The back-to-campus event is, then, like embarking on a new adventure.

It’s also a time for more practical new starts, like opening accounts and paying for services. As our research shows, memberships, streaming and other monthly contracts all take a hike as Gen Z prepares for the new semester. Whilst gym, TV, music and gaming subscriptions skyrocket for all students, clothing, beauty boxes and language learning enrolments are particularly appealing to first years, embodying the spirit of discovery.

Still, for freshers who previously had little need to shop for broadband packages, suddenly comparing download speeds and usage caps becomes all-encompassing. Brands need to bear in mind that Gen Z is comparatively risk-averse, so they tend to spend time researching, comparing and weighing options before spending. They seek value and quality, meaning they’re less susceptible to flashy merchandising.

Feeding into the spirit of discovery and capitalising on freshers’ enthusiasm to sign up for new experiences is a sure-fire way to build engagements. Just look at how Gen Z is driving the popularity of meal kit and recipe box delivery services. However, brands must carefully balance this by providing easily accessible, in-depth information that allows potential buyers to make quick comparisons.

Incentives like early access, loyalty programmes and free trials or samples tick these boxes. And we can’t talk about freshers without mentioning social media. It’s an integral part of discovery for the digital generation. Platforms like TikTok, Instagram and YouTube are where they’re at, so if you’re not making your presence known on these online destinations, you could be missing out on a huge opportunity to connect and inspire.

For more information, you can download our ‘Student Insights Report’ by visiting: https://corporate.myunidays.com/q4-2024

Derek Morrison is MD Retail Marketplace at UNiDAYS