Back to School: where the difference is made during peak weeks

For many physical and online retailers, this is the key moment of the year when Back to School products not only drive high volumes but also deliver strong margins. Differences quickly become visible - not only in the type and quantity of products, but also in how retailers manage their assortment during the peak period. The season has already started, but the final outcome is still undecided.

A strong start is essential - but not decisive

Preparation for Back to School begins well before the season starts. Assortments are built based on previous sales data, market developments and expectations of what will be relevant in the coming season. For many retailers, this also means relying on their suppliers to provide direction. Insight into trends, licences and bestsellers plays an important role in this. A strong preparation ensures that retailers enter the peak period with confidence. At the same time, each year shows that preparation does not determine everything. No matter how carefully decisions are made, the real differences only become visible once sales begin. The first few weeks give a clear indication of what truly resonates with consumers. And that is where the second phase of the season begins.

What becomes visible on the shop floor

Some products immediately stand out and are consistently purchased, while others perform less well. This reflects the dynamics of the season, where purchasing decisions are strongly influenced by timing and visibility. The difference emerges as soon as stock levels start to shift. Sales rarely stop because demand disappears, but because a product is no longer available. Once a bestseller disappears from the shelf, customers shift their choice: sometimes within the range, but just as often to another retailer. This is where the focus shifts. It is no longer just about whether the initial buying decisions were right, but about the ability to respond to what is happening during the season. In practice, this is not always straightforward. Not every supplier can deliver quickly and from stock at any given moment. That is why flexibility becomes essential at this stage. It creates room to adjust based on what is actually selling.

Flexibility as part of the season

Retailers who maintain the ability to adjust during the season operate differently. For them, the assortment is not fixed, but continues to evolve throughout the season. When a product clearly performs well, they see opportunities to build on that. The role of the supplier is just as important in this process. As a retailer, you are looking for a flexible supplier: lead time, a broad assortment and immediate availability are key factors in choosing a supplier for many retailers. When this comes together, the dynamics of the season change. Decisions do not need to be fully locked in upfront, and the assortment remains responsive as demand develops.

The reality across different retail channels

For many retailers, the Back to School period is not a core category, but a temporary seasonal moment. In this context, availability becomes crucial. When a product performs well, it needs to be easy to replenish. Not through complex processes, but through a supplier that can deliver quickly. Retailers who manage this effectively keep their shelves moving and are better able to respond to what is actually happening.

Where the difference is made

At this stage of the season, the distinction is clear: on the one hand, retailers working with a fixed assortment, and on the other, those who can respond flexibly to opportunities. That difference directly translates into results: products that remain available continue to sell, while out‑of‑stock items fail to realise their full potential.

Back to School therefore remains a defining moment where preparation is essential, but execution makes the difference. Avoid losing momentum on your bestsellers and continue to respond to what is working. With years of experience in the Back to School category, we know exactly when demand peaks and which products make the difference. By combining a strong assortment with immediate stock availability, we help retailers maximise the season.