The Most Nostalgic Back-to-School Products, Generation to Generation

Remember back-to-school shopping when you were a kid? Packing up into the car, heading to the local mall, and picking out exciting new school supplies was the perfect way to kick off a new year of school.?

Let’s take a stroll down memory lane to see the most nostalgic back-to-school products across generations, from Baby Boomers to the current trends with Generation Alpha.

Back-to-school products over the generations

See what back-to-school products have remained a staple throughout the years and which stuck close to the generation in which it was created.

Baby Boomers (1946 – 1964)

We’re turning back the clock to the 1950s and 60s, when Baby Boomers were enjoying their elementary and middle school years. This generation stuck to the basics— tin lunch boxes with their favorite characters from The Jetsons, Pink Pearl erasers, and Dick and Jane books. And many of these classic products have stood the test of time! Tin lunch boxes are still popular, now featuring a whole new cast of characters. Pink Pearl continues to sell those same parallelogram-shaped erasers. And new generations of students are still learning to read with updated versions of Dick and Jane. These childhood staples paved the way for the products and trends that would captivate later generations.

Generation X (1965 – 1980)

The back-to-school essentials that Generation X grew up with had a bit more personality to them. Sure, Kellogg's pencil cases and Trapper Keeper binders were there to keep desks organized and homework in order. But Gen X students also had fun customizing their supplies— Troll Doll pencil toppers were a popular way to make your writing utensils stand out. With Gen X also came the introduction of the Elmo, overhead projector, something students dreamed their teachers would call them up to use in front of the class because there's nothing like licking your finger to correct a mistake you made with a vis-a-vis marker! In 1985, when Gen Xers were in elementary, middle, and early high school, the Casio graphing calculator was introduced, allowing students an easier way to find ‘X’ and ‘Y.’

Millennials (1981 – 1996)

Mention back-to-school nostalgia to any Millennial, and you're bound to get an enthusiastic response about their favorite childhood supplies. Perhaps it was the vibrant, rainbow-hued designs of Lisa Frank— those sticker books, folders, and pencils were a surefire way for Millennial students to inject some personality into their schoolwork. Or maybe it was the beloved Jelly Roll gel pens, especially in those dreamy pastel shades of purple, blue, and green. And who could forget the L.L. Bean backpacks, customized with their owners' monograms? Not only did these bags help teachers and parents keep track of belongings, but they also allowed young Millennials to rock up to school ready to dive into a game of Oregon Trail in style.?

Generation Z (1997 –?2012)

Peer into the backpack of a typical Gen Zer in the early 2000s, and you’d find a treasure trove of nostalgic school supplies. Of course, there would be the essentials, like a reliable Camelbak, Gatorade, or Nalgene water bottle to keep hydrated. But Gen Z loved to get creative with their school supplies, like the Mr. Sketch scented washable markers. Gen Z— take a whiff of a Mr. Sketch root beer marker, and you’ll automatically be transported back to fourth grade. And then there were Silly Bandz— those colorful silicone bracelets became a status symbol on the playground.

Generation Alpha (2013 – Current)

Current students are a reflection of their Millennial and Gen Z parents, and that’s evident in their back-to-school gear. Although we don’t know which products will be the most nostalgic, you’ll see Gen Alpha students toting around their FjallRaven backpacks, taking notes with pastel BIC highlighters, and keeping germs away with Touchland hand sanitizers. Their trusty Owala water bottles are always in tow, ready to keep them hydrated throughout the day.

Why leverage back-to-school nostalgia?

For many of us, back-to-school season sparks a wave of nostalgic memories. Recognizing the power of these emotions and learning to harness them will help you create compelling campaigns that are a game changer to your marketing strategy. But, why is back-to-school nostalgia such a powerful tool??

1. The emotional connection

Remember the scent of new notebooks, the satisfying click of a fresh pen, or the memory of choosing the perfect first-day outfit? Back-to-school nostalgia evokes powerful emotions for many adults. Tapping into those feelings of new beginnings and endless possibility will allow you to forge a deep, lasting connection with your audience. In turn, your customers will be more receptive and engaged.

2. Relatability

One of the greatest strengths of back-to-school marketing is its broad appeal. Regardless of age, background, or location, most adults share common experiences from their school days. This universality allows your marketing to resonate across a wide customer base, fostering a sense of community.?

3. Timing

Back-to-school season provides a natural, time-bound opportunity to align your marketing efforts with a specific period. This seasonal approach allows you to create targeted campaigns that are relevant, increasing their effectiveness and impact.?

4. Purchase motivation

Nostalgia is a powerful driver of consumer behavior. It can motivate both practical purchases— like office supplies for adults reliving their school shopping days— and impulse buys— such as retro-styled products that remind customers of their youth. By tapping into these nostalgic feelings, you can encourage customers to make purchases that satisfy both their practical needs and their emotional desires.?

How to create back-to-school nostalgia with your marketing strategy

Be creative to evoke those cherished school-day memories and connect with your audience. Dive into practical techniques and innovative ideas to infuse your back-to-school marketing campaigns with excitement and drive engagement:

• Use retro imagery and design elements in your marketing materials.
• Incorporate classic school supplies or symbols in your product packaging or displays.
• Create limited-edition “throwback” versions of your products.
• Develop social media campaigns asking customers to share their school memories.
• Partner with iconic brands from past decades for co-marketing initiatives.
• Use storytelling in your ads that connects past school experiences to your product.
• Offer “back-to-school” themed promotions or discounts.

While popular products may change, the essence of the back-to-school season remains timeless. As marketers, tapping into this shared experience offers a unique opportunity to create meaningful connections with consumers across generations. Looking forward, we can expect the evolution of back-to-school products to continue, influenced by technological advancements and changing educational landscapes. But, the core emotions associated with this time of year will endure.?

As you plan your next back-to-school marketing campaign, remember that behind every product is a potential memory in the making. Your marketing efforts have the power to become part of the nostalgic tapestry for future generations. The school bell is ringing, and a world of marketing opportunities awaits!

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