They’re (Almost) Baaaaaa-ack! – Back to School Sales

It’s rapidly approaching that time again – Every school-age child’s nightmare (well… quite a few of them) and many a parent’s dream: back to school season! I remember all too well how, as early as mid-July, there would begin to be ads on TV and in the Sunday paper for “Back to School” sales. “My summer vacation isn’t even halfway over, you vultures!” Ah, youth…

Anyway, it’s now August and at least halfway through nearly all students’ summer break (sorry, kiddos!), with many MI retailers well into the pre-fall semester selling rush. For some, this time of year represents more revenue than any time other than the holiday season. For a few, late summer exceeds the late-November-through-December stretch in terms of both profit and volume! In mid-June we began to reach out to over 700 music dealers to see how (or if) they’re prepping for this lucrative month – read on to learn what’s trending in late-summer 2024!

Are you planning to have a “Back to School” sale, event, or promotion this year?

Yes: 78.4%

No: 9.7%

Haven’t decided yet: 11.9%

If you are planning an event, what will be its nature?

In-store sale: 94.8%

Hosting a concert/performance: 3.1%

Off-site (booth, et cetera) presence at another gathering: 2.1%

Does your store have and pursue relationships with band directors and music instructors in your area’s school districts?

Yes: 85.9%

No: 10.4%

Area directors and teachers are aware of the store, but there is no one-on-one interaction or relationship: 3.7%

If you do actively attempt to cultivate connections with music educators in your area’s school district(s), what approaches do you use?

Email: 63.9%

Phone: 21.8%

Social Media: 88.3%

Mailings: 7.9%

In-person visits to the school: 34.3%

“Music & Arts stores have a dedicated music educator rep division that regularly call on band directors and teachers.”

David St. John

Music & Arts

Glendora, California

“I let teachers know that we are always ready to help their programs. Purchase Orders are great!”

Anthony Mantova

Mantova’s Two Street Music

Eureka, California

Sales of instruments and musical gear leading up to the fall semester account for how much of your annual business?

0-25%: 8.1%

26-50%: 36.3%

51-75%: 40.4%

76-100%: 15.2%

“We are preparing vigorously for the upcoming season. From advertising to inventory, as well as preparing the crew for the onslaught. We anticipate a good year.”

Jerry Vesely

Vesely Music

Parowan, Utah

“As a retailer who focuses on service to the educational market, the fall season is generates even more business than the holidays. We have a variety of approaches to cultivate sales during this time of the year, and look forward to a robust fall in 2024.”

Jonathan Breen

The Music Shoppe, Inc.

Normal, Illinois

“There are sales as we head to the new school year, but the business is really in the rentals.”

Ted Parrish

Parrish Music

Viroqua, Wisconsin

“A lot of our revenue from back to school season is due to our rentals. We typically don’t see a lot of instrument sales. Some accessory and book sales but even that has been slower each year due to online opportunities elsewhere.”

Gail Stewart

High Strung Violins & Guitars, LLC

Durham, North Carolina