At the end of last year, the Ministry of Education announced the return to face-to-face classes nationwide for this 2022. After two years of virtuality, the schools They have returned to the classrooms on February 28, and in some, classes have started on March 1.
This has led to the number of searches on Google about the school campaign reaching its highest peak, achieving more than 200,000 searches in the first months of the year.
As the face-to-face return to classes is reactivated, an interest in stationery, stationery and derivatives is also increasing, in which historical peaks in searches are expected. Similarly, the subcategory of backpacks recovers from the drop it had last year, so that in 2022 a growth of almost 300% is expected compared to 2021.
Exceeding pre-pandemic levels
According to Attach’s latest Back to School visibility study, school supplies have become the most searched category so far this year, as well as stationery and colors, the same ones that were the search trend during the 2021.
Likewise, user interest in the Backpacks category increased by 278%. Although the subcategories of this article had been declining during 2021, this year they have achieved a notable recovery, slightly exceeding the pre-pandemic period. As the study shows, the backpacks subcategory had surpassed 300,000 searches at the beginning of February; while the cartridge and lunch boxes obtained almost 100 thousand, figures that visibly exceed the 2019 school campaign
When it comes to desks and chairs, demand has increased by more than 300% since the start of the pandemic. However, a progressive decrease between 20% and 40% is expected, due to the return of face-to-face classes. On the other hand, as of February 2022, the footwear category is also favored, obtaining a peak of searches of more than 11K, as well as the category school clothing that has more than 8.5K. For this reason, a growth of 2500% is expected in this school campaign.
technology demand
Virtual classes have been a great opportunity for computers, laptops and their derivatives. These products went from nearly 1 million searches in the pre-pandemic back to school period to more than 3 million during back to school in 2021, and around 5 million are estimated for 2022. In this context, the search for printers, cartridges and derivatives grew by 142% during the pandemic, going from 500 thousand to almost 1 million searches. However, a decrease is estimated as face-to-face classes are given in the coming months.
preferred brands
According to El Comercio, 25% of Peruvian families state that they will spend between S/. 600 to S/. 900 in the framework of the school campaign. Similarly, 65% said they would make their purchases in February and 16% in March. In this sense, interest in specialized bookstores such as Tai Loy, as well as the Faber Castell and Stanford brands, is growing during the pandemic and in the Back to school 2021 campaign, with a similar trend expected for 2022.
