Neighborhood bookstores are surpassing large distribution chains like Lidl, Auchan and the e-commerce giant Amazon in terms of consumer visibility and attention during the back-to-school period. This is one of the conclusions of an analysis carried out by Buzzmonitor, an Artificial Intelligence platform specializing in monitoring and analyzing social media, belonging to the Elifegroup group.
The study reveals that the costs associated with the start of the school year are a topic that significantly dominates the digital conversation among consumers. This seasonal family expense has been substantially influencing not only the products consumers are looking for, but also the purchasing channels they choose and the brands that manage to stand out to the public.
The Buzzmonitor analysis allows us to understand how the back-to-school phenomenon is reflected in the online behavior of consumers, demonstrating that there is a correlation between social media discussions and purchasing preferences during this specific period of the year. The fact that neighborhood bookstores manage to stand out compared to large retail stores and digital platforms indicates a possible return to the appreciation of local commerce in this context.
