High School Graduation – Costs, Trends, and Marketing Opportunities

Graduating from high school is a milestone in a person’s life. Not only does it signify the completion of several years of education, but it is also a transition from childhood to adulthood.

Kids are moving into the next phase of their life, whether it be furthering their education, learning a trade or securing a full-time employment. It is cause for celebration.

As the parent of a graduating senior, my brain is preoccupied with graduation events and the ensuing celebration – the graduation party. My project management skills are in high gear with planning and preparations and my checking account is getting quite a workout as well. This got me thinking about graduation from a business and marketing perspective. How much money does everyone spend on graduation? And, when did this turn into such an elaborate event?

I fired up the Google machine to do some research. Here is what I found regarding typical costs:

• Graduation announcements – $20 – $200
• Cap and gown – $20 – $55
• Senior portraits – $100 – $3,000
• Yearbooks – $30 – $90
• Graduation party – $200 – $3,000+

Just why have graduation parties become so expensive? Here is a little insight:

Location

Then – parent’s house or backyard
Now – parent’s house or backyard and rented spaces for events/receptions

Preparation

Then – mowing the lawn and cleaning
Now – mowing the lawn and cleaning. Updating decks or driveways, remodeling rooms or other significant home improvement projects.

Food

Then – homemade food prepared and served by family members
Now – catered food and specialty food vendors

Expenses

Then – food and disposable plates and utensils
Now – Elaborate, themed party decorations. Pictures and custom printed items.

Entertainment

Then – conversation
Now – bands or DJs, photo booths and other specialty entertainment

If you are a marketer, don’t overlook graduation as an opportunity to promote your products or services or incorporate it in your marketing message. If you are a parent, well, I’m sorry. And if you are an invited guest, sit back and enjoy the party!

Sources:
http://activities.costhelper.com/graduation.html
https://www.fbfs.com/learning-center/the-cost-of-graduation-open-houses-then-and-now