Rule-Breaking Marketing Ideas for Back to School and Labor Day

It’s that time of year again. The summer sun is still blazing, but the cool breeze of September is just around the corner. As we approach fall, it’s time to sharpen our pencils for the start of the high-sales back-to-school (BTS) season! 🎓

For many, back-to-school also means back to college, back to work, or a new start. What unites them all is people are spending money to prepare for a new period in their lives.

Brands worldwide are working hard to get noticed with their smashing deals. The competition is fierce, and traditional tactics might not cut it. So, what if we threw out the rulebook? Let’s break the mold and get your brand noticed.

Explore our back-to-school and Labor Day marketing ideas, and get inspired by real examples to kick-start your creativity.

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What data says about the back-to-school season

TL;DR: People are ready to spend money on preparations but they want it to be a meaningful experience.

In May 2024, Deloitte surveyed nearly 1,200 US parents of school-aged children, and the message was clear—value matters most. These parents plan to shop early, especially during mid-July promotions:

The more money they can save early on, the more wiggle room they could have for a few indulgences, as 85% of those surveyed said they could be influenced to splurge on their children’s must-have products, while 50% planned to purchase something for themselves.

According to Deloitte, whatever you sell, strengthening loyalty programs and ensuring seamless in-store and online experiences are important to capture these extra dollars. Consistent omnichannel offerings can ease back-to-school shopping anxiety and build lasting customer trust. Bottom line: make it valuable, make it easy, and they’ll keep coming back.

Now, let’s take a look at several marketing and sales ideas for your own campaigns.

Back-to-school marketing ideas

BTS is synonymous with new beginnings, excitement, and a touch of anxiety. Let’s keep our chins up though, and transform these emotions into a great customer journey.

💡Idea 1. Make it a gamified experience

Think about a gamified online experience or a marketing mechanic that makes shopping fun. It could be a mini-game with rewards like badges, virtual trophies, or discount codes for school supplies.

Why it’s worth testing

A campaign blends shopping with entertainment, offering value to both parents, who want their kids to be prepared, and kids, who just want to have fun. The added incentive of earning discounts provides a direct connection to your brand’s products.

Inspiration

One of the older brands you could draw inspo from is Kinder Surprise. Selling food? Sell it with a toy inside and kids will be interested. But you want to make parents interested too because they’re buying. So, update toy collections, make consistent improvements, and add seasonal deals to turn it into a life-long relationship with your client.

These days, a more relatable example is the Duolingo app, which has made language learning addictive by turning it into a game. You could build similar mechanics such as daily challenges, leaderboards, and progress tracking—but tailored specifically for back-to-school prep.

💡Idea 2. Take it offline

Bring joy to local urban areas by creating pop-up playgrounds in unexpected places. Think city squares, shopping centers, or community parks. Make this an Instagram-worthy event.

Consider classic games like hopscotch, four square, and jump rope, along with modern additions like obstacle courses and interactive art installations. Each pop-up could be branded with your company’s logo and messaging, offering participants free school supplies, snacks, or discounts.

Why it’s worth testing

This campaign is pure nostalgia, offering a physical and memorable experience for both kids and parents. It promotes physical activity and community engagement, and the surprise element of pop-up events adds excitement.

Inspiration

IKEA inspired us with their “Let’s Play for Change” campaign, for which they transformed public spaces into playgrounds to encourage children’s playtime. Your version could bring that same energy to back-to-school season, making your brand synonymous with fun and creativity.

💡Idea 3. What about teachers?

Focus on teachers instead of students this time. Launch a campaign that celebrates teachers’ hard work and impact. Give your customers a chance to win a classroom makeover, a year’s supply of teaching materials, or a well-deserved spa day. If you can get your hands on real stories of great educators, feature them on your social media channels.

Why it’s worth testing

Such a campaign would honor the teachers and build goodwill within your community. It could help strengthen your brand’s image and tap into people’s emotional connection with their favorite educators.

Inspiration

Target’s annual teacher discount event is a nod to this concept, but your campaign could take it a step further by actively engaging the community in celebrating teachers.

Labor Day marketing ideas

For people who don’t have kids and aren’t worried about school, there is still Labor Day that marks the unofficial end of summer, and the start of the highly awaited season of deals—with Halloween, Thanksgiving, Black Friday, and Christmas not far away.

💡Idea 1. Create adventures for urbanites

Why not celebrate the start of fall with a “last hurrah” campaign that encourages city dwellers to take one last mini-vacation before the grind resumes? You could particularly benefit from this idea if you’re in the traveling business. For example, your campaign could feature curated guides within a two-hour radius of major cities, with hidden gems like vintage shops or secluded hiking spots.

Create a social media carousel ad with stunning images of a serene lake at sunrise, a cozy cabin in the woods, and a charming coastal town. By the way, we have millions of those in our library. To make it snappy, overlay each image with captions like “Discover your perfect last-minute escape”.

Why it’s worth testing

This campaign caters to the spontaneous spirit of Labor Day weekend. It provides value by uncovering lesser-known destinations. It also aligns with the growing trend of daily wanderlust and micro-adventures, which appeal to those craving a quick escape without the logistical headaches of a full-blown vacation.

Inspiration

Let’s recall Airbnb’s “Live There” campaign, which encourages travelers to explore destinations like locals. You could take this concept and compress it into bite-sized adventures perfect for a quick Labor Day weekend getaway before fall is in full swing.

💡Idea 2. Launch a lifestyle challenge

Launch a challenge that encourages people to stay active over Labor Day weekend with outdoor activities. You could partner with local gyms, outdoor gear companies, or fitness influencers. If you’re up for a big scale project, create a weekend full of events like 5K runs, cycling tours, or hiking expeditions. Don’t forget about a dedicated hashtag and prizes for winners.

Why it’s worth testing

This campaign aligns with the growing trend of fitness and outdoor recreation. People want to make the most of the long weekend. Let’s encourage them to spend it actively and associate your brand with health and wellness.

Inspiration

Nike’s well-known “Just do it” campaign has long promoted an active lifestyle, often with community-driven events and challenges. They’ve created the “Nike Run Club” app for tracking runs. They’ve also partnered with Apple to develop a series of watch faces. They have a YouTube channel with the worlds’ top coaches teaching their tricks and more.

You could similarly inspire action. Focus on transitioning from summer to autumn as a time to celebrate hard work with physical activity.

💡Idea 3. Made locally

Create a campaign focusing on local craftsmanship to highlight your small business. Launch it before Labor Day weekend so that shoppers have enough time to browse and buy your goods. To take the experience even further, you could host DIY workshops with local artisans.

Why it’s worth testing

Such a campaign celebrates labor and growing consumer preference for supporting local and handmade products. It creates a meaningful, feel-good shopping experience that resonates with a patriotic theme.

Inspiration

Etsy has championed the handmade movement by connecting artisans with consumers worldwide. Building a marketplace from scratch is tough, but you could partner with local businesses to launch a memorable campaign.

Wrapping up

There you have it, rule-breaking campaign ideas for your own creative projects. Whether you want to inspire kids or give people one last mini-adventure before fall, your goal is to create a meaningful shopping experience.

Visuals play a crucial role in making these campaigns come to life. Create sleek digital ads and engaging social media posts with visuals that represent your unique brand. Easily get all the necessary creative assets on Depositphotos: from images and illustrations to videos and music.