Back to school is the largest volume order most districts, PTAs and university offices place all year, and it is pinned to a date that has been known for twelve months. Despite that, a startling share of it gets ordered in the last three weeks of summer.

Orientation bags are packed weeks early

The highest-distribution moment on any campus or campus-adjacent calendar is move-in and orientation, and those bags get stuffed well before students arrive. Practically, an August campaign is a June order. Miss the bag and you are down to tabling, which reaches a fraction of the same people.

Buy what they would otherwise have to buy

Drawstring bags, water bottles, decent pens, notebooks. Every one of those solves a problem a student actually has, which is why they get used all year rather than binned in week two. Novelty items do not survive a locker or a dorm room.

For younger grades, check small parts and age-appropriateness before ordering anything with detachable pieces.

Sponsors want their name on the useful thing

If local businesses are funding the giveaway, they are paying to be on the item that survives the year, not the flyer. Sort out how many sponsor logos need to appear before you pick the product — a bottle takes one mark cleanly and six badly.