The UK education budget reveals some staggering figures. According to the Institute of Fiscal Studies (IFS), in 2022-23, total public spending on education was £116 billion (including the cost of issuing student loans and adjusted to 2023-24 prices). However, this expenditure has dwindled as a share of national income to approximately 4.4%, down from around 5.6% in 2010-11.
Meanwhile, the government has announced that core school funding in England will increase by over £1.8 billion in 2024-25 compared to the previous financial year, bringing the total to just under £60 billion. Nonetheless, the IFS predicts a 5% rise in school costs will result in a £700 million shortfall, effectively diminishing the purchasing power of school budgets by 1%.
While there have been challenges in selling to the education market post-COVID, there’s a prevailing sense of optimism for the upcoming year. Adam Smith, Sales and Marketing Director at specialist school furniture supplier Morleys, points to several difficulties. These include staff retention and recruitment, attainment and attendance issues, and budgets being stretched by increased maintenance costs and rising energy bills.
However, despite the overall downturn in school furniture procurement, the company has experienced a surge in sales compared to the previous year and forecasts growth for 2024. Smith explains: “Schools have been investing in key collaboration areas such as libraries and sixth-form centres, as well as specialist areas such as labs. There has also been increased popularity of sensory areas to support students with special education needs and disabilities.”
Furniture manufacturer Rocada also anticipates growth this year. Export Sales Area Manager Arnau Vergaguer says: “The education sector is a significant part of our sales and Rocada is currently experiencing growth as we continue to expand our range.” He advises dealers to offer unique and exclusive solutions rather than sticking to traditional products, given the saturation of the market with standard offerings.
Good timing
From a dealer perspective, Egan Reid has observed positive signs following a steady Q1, with anticipation building for the busiest six months of the year. Managing Director Bruce Davie remarks: “Despite changing habits and sometimes unpredictable purchasing patterns, the run-up to the summer holidays and the new academic year in September constitute the key buying season for schools. Our summer bulk order campaign delivered record sales in 2023; and just a few weeks into our current campaign, the early indicators are very positive. We have a busy schedule of refurbishment projects lined up, so we have every reason to be optimistic.”
Establishing a credible presence is crucial when selling to the education sector. Vanya Hunter, Marketing Director at Stabilo UK, stresses the importance of supporting products through promotional and marketing activities both on and offline: “It’s a crowded market with sometimes little difference between rival products and suppliers, so any exposure is valuable.”
The State of Selling to Schools 2023 report by marketing agency Sprint Education reveals that nearly 30% of schools make their biggest purchasing decisions in September, followed by June and then April, when new budgets are released. September is also prime time for purchasing decisions involving routine, cyclical contract renewals and subscriptions.
For secondary schools, June and July are ideal for making purchasing decisions as teachers have more time following the busy exam period. March and April are also advantageous, aligning with the end and start of the financial year.
Getting a foot in the door is one of the most arduous tasks when selling to the education sector. Staedtler Head of B2B & Education Justin Kingseller advises dealers to focus on regular, repeat consumables orders throughout the year or specific projects like an office or staffroom refit rather than trying to secure peak orders. He suggests: “Schools will likely already have an existing supplier offering a range and prices you can’t compete with. Instead, focus on where your expertise or service may be particularly valued.”
Alfie Temple – Marketing Manager at Eastpoint Global, a specialist distributor of teaching aids and classroom resources – highlights the importance of understanding how schools operate, as staff often juggle multiple roles, especially office staff. He explains: “They are often very tough gatekeepers, but if you can engage them with something interesting and deliver as promised, you have a good chance of forming a long-term relationship.
“Delivering goods directly to the storeroom or a specified location can help win them over faster. Schools need products specifically designed for them, not just repurposed from the office products industry. Design, colours, pack sizes and packaging are all important considerations for schools.”
Writing instruments and stationery remain major sellers in the education sector, although continued budget constraints are shifting purchasing patterns towards trade and own brand products. Educational distributors are increasingly sourcing comparable products to bestselling brands and replicating popular pack sizes.
Says Hunter: “In recent tenders and range reviews, we have focused on providing an entry point to the brand. This might be via a new product type such as our NEON highlighters, or smaller, more budget-friendly pack sizes for our bestselling lines.”
Kingseller concurs, adding that pricing is becoming increasingly critical and emphasising the need for schools to acquire fit-for-purpose, value-for-money products: “It’s difficult for buyers to take a chance on a product because they only get that money to spend once a year. We’ve chosen to add value rather than reduce product quality to meet a certain price point.
“We have involved our key education customers in our medium- and longer-term strategy for product evolution to ensure it aligns with their needs and, most importantly, those of their schools.”
Certain educational supplies are seeing a decline, particularly those that are heavily paper-based, such as filing products. In response, Eastpoint Global has strategically removed various items from its range to accommodate these shifts.
However, as Temple points out, items such as pencils, glue sticks and whiteboards remain in high demand. To deal with budget challenges, the company has focused on adding value to its products by including extra freebies, offering bigger bulk packs and more.
Flo Turak, Head of Marketing at Egan Reid, agrees with Temple’s assessment: “Traditional products such as exercise books, writing instruments and glue sticks don’t seem to be affected by pressure on budgets or the move to digitalisation.”
An important and growing area is catering for those with learning difficulties and disabilities in educational environments. There is an increasing availability of products designed to support these needs. These include tinted notepads and exercise books from companies such as Sinclairs, Pukka Pads and Victor Stationery, which help alleviate issues associated with visual perception disorders such as Irlen Syndrome.
Tech shift
ExaClair Marketing Manager Lawrence Savage says while there is an increased use of technology in educational environments, he has observed a notable surge in demand for crafting supplies and notebooks alongside a significant rise in collaborative project-based learning. These have been driving sales of ExaClair’s modular storage units, recycled flipchart pads and filing solutions.
Bi-Silque’s Bi-Bright division is committed to serving the education market, simplifying the intricate processes for both dealers and wholesalers.
According to Marketing and Product Manager Sandra Gomes, Bi-Bright’s focus is on understanding the evolving needs of educational institutions, enabling the team to identify innovative solutions and opportunities that align with their objectives.
To this end, the Bi-Bright team notes that the integration of teaching apps and tech devices in the classroom and the adoption of new methods to engage with students have heightened demand for interactive flat panels and modern furniture.
Adds Gomes: “The education market is undergoing dynamic evolution, characterised by the embrace of technology such as touch panels but also other resources such as charging stations and mobile all-in-one seats for quick classroom layout reconfigurations.”
Echoing this sentiment, Rocada’s Verdaguer notes a similar trend towards digital interactive boards on the viscom side – an area the company is actively pursuing.
Despite the anticipated impact of budget constraints and a natural slowdown in purchasing post-pandemic, the EdTech sector is witnessing nuanced shifts in demand as educational institutions adapt to evolving technology needs. Logitech Public Sector Lead Chris Hopkins explains there has been an uplift in Microsoft Teams rooms on Android, for instance, following a move away from traditional PC formats.
Along with an increase in all-in-one video bar solutions as hybrid learning continues, Hopkins says educational institutions are gravitating towards lighter, more manageable technologies, with a strong emphasis on comfort: “We’re seeing simpler yet effective solutions, such as ergonomic mice and keyboards gaining traction.”
Moreover, he states, there’s a growing emphasis on personalised learning within digital environments: “Technologies such as interactive tablets and pens empower students to organise their thoughts in ways that best suit their learning styles, reflecting a broader shift towards more tailored educational experiences.”
There are plenty of other prospects in EdTech. Morley, for example, offers a range of furniture with integrated power and data – from charging hubs to soft seating. States Smith: “Our in-house design team are creating flexible and collaborative spaces that incorporate different types of media and technology.
“Even our marketing activities are focused on digital, which means further opportunities for us to improve the customer experience, as we can provide schools with 3D visualisation so clients can see the furniture and equipment in situ before committing.”
Meanwhile, Bi-Silque’s Bi-Bright division is committed to blending digital teaching with analogue tools, exemplified by its ‘Analogue meets Tech’ project. “This has led to the development of traditional products such as trio boards or pillar boards integrating interactive touch screens, chairs with tablet holders etc,” explains Gomes.
The potential for growth in EdTech remains substantial, as highlighted by Eastpoint Global’s Temple, who says he is surprised at the relatively low level of technology integration in classrooms – especially in primary schools. However, he acknowledges the rise of technology and the need to adapt accordingly: “We cannot bury our heads in the sand and have various developments in the pipeline.”
Green shoots
Despite the Department for Education’s Sustainability and Climate Change Strategy, buying ‘green’ in education procurement remains elusive. According to Egan Reid’s Davie: “There’s no doubt sustainability has become a core topic in education, although how much it’s impacting procurement decisions remains to be seen. Price, availability and service are such prevalent factors that we’re not yet seeing evidence of a genuine green agenda from our education customers.”
Despite this, suppliers remain committed to pursuing their green agendas. Smith believes schools are increasingly cognisant of their sustainability responsibilities and are seeking ways to improve their procurement practices: “We promote circular economy and waste reduction and help schools to do this through our FF&E legacy surveys. We are seeing an increased demand for these services as they not only save schools time and money but help them to identify furniture and equipment that can be repurposed.”
ExaClair’s Savage agrees that although pricing is indeed a key purchasing factor, sustainability is now playing a pivotal role in decision-making across various aspects, from product materials and packaging to manufacturing and distribution operations.
Staedtler’s Kingseller concurs, stating that many of the company’s key lines have been reconfigured to provide the most sustainable product possible while not compromising on quality. He points to Staedtler’s market-leading Noris pencils, which are now made from upcycled wood.
It’s the same story at Eastpoint Global, as Temple explains: “At a school level, most of the time price has to come first. This has meant our product development is focused on items which are not just sustainable but great value by being no more expensive and last longer.”
It’s clear that selling to the education sector brings its fair share of challenges, and success hinges on establishing strong relationships and becoming an indispensable partner. Davie says one of Egan Reid’s core strengths is building on its customer relationships, often developed over many years: “It’s a factor that seems to bear an even greater value in education than it does in the B2B arena. We get a lot of feedback from schools about lack of trust and being let down by competitors.”
