Back-to-school season is putting shipping strategies to the test… can yours keep up? 

Back-to-school shopping used to be very straightforward. You’d grab the printed school-issued supplies list from the fridge, pile into the car, and grab everything you need in that one trip to the local big-box store. However, this isn’t the same experience the modern back-to-school consumer faces.

Fast forward to today, back-to-school shopping has transformed into a multi-week e-commerce surge, driven by the increased availability, variety, and accessibility of goods online among several other factors. For shippers, this shift is another test for their operational agility, fulfillment efficiency, and supply chain resilience. When the back-to-school season rolls around, the pressure on carriers, warehouses, and systems is heavy.

It’s always been a good strategy to stress test your shipping operations before what most consider the biggest peak season of the year: holiday season. But today, back-to-school is almost doing it for you if you inventory and offer those goods. Each year in the summer months, school supply shippers are seeing volumes spike, carrier capacity tighten up, and retail promotions released earlier than before, making back-to-school a full-fledged supply chain trial run. The true test for shippers is seeing whether their current strategies can keep up or break under pressure.

Back-to-School Means Business 

This summertime shopping season used to be a minor spike in retail activity, hardly measuring up to the chaos of holiday peak. However, in recent years, we’ve seen it snowball into one of the busiest shopping periods of the year, especially for e-commerce retailers.

In 2024, 55% of back-to-school shoppers began their purchases for the upcoming school year in early July. One major factor driving this shift is that retailers are launching promotions earlier in an effort to reel in demand before their competitors do. Not to mention unlike the one-and-done store trips of the past, today’s school shoppers are spreading their purchases across several weeks and multiple channels and retailers. According to 2024 statistics, 60% of consumers reported visiting at least 2-3 stores for their school shopping, while 41% reported splitting their purchases between in-store and online.

This extended consumer spending window introduced a new set of challenges for supply chains. It translates to longer periods of elevated order volumes, inventory pressures, and increased strain on fulfillment centers. To further complicate back-to-school season, many of these consumers are also on the hunt for additional items like fall clothing and college furniture or dorm essentials. This manifests into a level of complexity that comes close to the demands of the holiday peak season, just a few months earlier.

Omnichannel Shopping is the New Standard 

Another factor affecting the increased complexity of the back-to-school season is how and where consumers are shopping for their products. With several options to choose from including buying online, through mobile apps, and ordering for curbside pickup, omnichannel has become a customer expectation.

Shipping operations now have more demands to meet. Orders are expected to be filled both quickly and accurately across several fulfillment methods, from ship-from-store to BOPIS (buy online, pick up in-store) and shipped directly to the customer. Additionally, each method is paired with different logistic factors including carriers, delivery time frames, and available inventory.

Whether a brand has hundreds of physical locations or only a handful of storefronts, it is crucial for retailer supply chains to maintain flexibility. With the right tools and advanced technology, shippers can execute streamlined operations, make informed decisions, and meet customer expectations across multiple channels without sacrificing their speed or reliability.

Caught Between Cost and Capacity 

Back-to-school season doesn’t stop at elevated volumes and fulfillment challenges; it also heats up the pressure on driving profitability. When retailers push aggressive discounts to maintain competitiveness, it can have a significant impact on margins. Modern consumers also expect both speed and affordability when it comes to delivery, so offering expedited shipping incentives can quickly drive up fulfillment costs.

Carrier capacity constraints are a hurdle for every peak shipping season, and back-to-school is no exception. When you combine limited capacity with carrier surcharges, like residential delivery fees and demand-based surcharges, transportation costs can skyrocket. This makes it difficult for retailers to keep their prices low.

Finding a balance between cost control and meeting customer expectations is a major challenge shippers face. A simple misstep such as selecting the wrong carrier or service level can be costly. And for companies relying on a single carrier, especially during peak seasons, they face increased risk in the face of uncertainty or supply chain disruption. [Learn more about the benefits of going multi-carrier.]

This highlights why a multi-carrier shipping strategy is essential for maintaining flexibility and adapting quickly to changing conditions. Advanced shipping software doesn’t just provide a competitive edge, it also helps prevent costly delays and safeguards your profitability.

How Visibility and Agility Protect Your Bottom Line 

In a rapidly evolving, complex industry, having full supply chain visibility is a must-have for shippers. The back-to-school season is riddled with moving parts and various considerations, from rising order volumes to carrier restrictions and fluctuating retail promotions. And while operational teams work to manage those complexities, consumers are paying close attention. Today’s e-commerce shoppers expect real-time visibility into each step in the lifecycle of their order. Without transparency and proactive communication about order status or potential delays, customer satisfaction can plummet. [Discover the vital role of supply chain visibility and real-time parcel tracking.]

Agility in your shipping operations is just as crucial. Many aspects of the supply chain are unpredictable. Inventory levels can drop in very little time, carrier capacity constantly fluctuates, and back-to-school sales can double order volumes overnight. The key is leveraging a shipping system that allows shippers to pivot quickly regardless of the difficulty thrown their way.

Falling short on visibility or agility is a recipe for costly disaster. Failing to meet promised delivery dates, incurring unexpected surcharges, and losing customer trust are all sure signs of a shipping strategy ill equipped to keep up with the modern retail landscape. And if your current systems struggle to meet the demands of back-to-school, you should take a close look at re-evaluating your strategy for the holiday peak season.

Stay Prepared with Multi-Carrier Shipping Software 

As we anticipate the back-to-school surge and roll into holiday peak season, meeting consumer demands requires strategic shipping technology that can keep up. Multi-carrier shipping software (MCSS) is what makes all the difference.

Advanced MCSS enables shippers to select from a variety of carriers and service levels to ensure each order is paired with the best, most cost-effective option to meet delivery requirements. Automated capabilities across labeling, tracking, and carrier compliance provide a streamlined workflow and visibility into every shipment’s journey. In the face of uncertainty or challenging circumstances, MCSS gives shippers the ability to find alternative solutions and act quickly, making it an essential player in your shipping strategy.

The Solution Built for the Job: Varsity Logistics 

Varsity Logistics understands the pressures that come with seasonal peaks, especially for enterprise businesses operating in complex, high-volume environments. Varsity’s advanced multi-carrier shipping software solution, built exclusively for IBM i (AS/400) Power users, supports both parcel and less-than-truckload (LTL) shipping from a single, unified platform. Offering a comprehensive library of modules, Varsity gives shippers the power to customize their solution with the features they need.

Take on the back-to-school season with confidence by leveraging automated rate shopping tools like Varsity’s ShipSelect. It allows you to select the best shipping options by automatically comparing factors such as cost, transit time, and service level in real-time. Varsity makes it easy to handle shipments from various fulfillment sources without sacrificing speed, accuracy, or compliance. Automated containerization with ShipOptimizer and intelligent load planning with FreightPlan help you reduce waste, cost per shipment and overall transportation costs.

Whether you’re shipping a new set of #2 pencils to a home or bulk supplies to a school, Varsity’s MCSS gives you the flexibility and control you need to make smarter, faster decisions during back-to-school season and beyond.

Want to learn more about how Varsity can help you gear up for shipping surges in the second half of the year? Contact our team of shipping experts or schedule a pressure-free demo to get started on tackling peak seasons with ease.