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With strategic placement in and around key population centers and store locations, global fashion giant, H&M, is showcasing this year’s hottest styles on our can’t-miss digital screens across top U.S. markets.
According to a recent consumer insights report from the Out of Home Advertising Association of America (OAAA) and The Harris Poll, shoppers are expected to spend more on back-to-school purchases this year as most students return to in-person learning.
Survey responses indicated that of the three quarters (75%) of shoppers planning to spend more than usual on back-to-school products, a third (32%) say they plan to spend a lot more than usual and nearly half (44%) expect to spend more than $500.
This campaign holds special relevance among American consumers, as 53% of respondents saying they plan on purchasing clothing, with 24% saying they will be spending more on clothing than any other items.
Additionally, H&M is taking advantage of last-minute back-to-school shopping habits; three in five (63%) of shoppers say they will be making their purchases in mid-to-late summer, with 43% planning to shop in August.
While most back-to-school shoppers (69%) plan on visiting physical retail stores during their purchasing journey, 40% will shop online. Accordingly, H&M is leveraging OOH’s ability to effectively drive both in-person and online sales.
OAAA and The Harris Poll found that of the 77% of consumers in large cities that have recently engaged with an OOH ad, 39% made a physical purchase and 43% visited the advertiser’s website.