Back-to-School Marketing

Amid ongoing economic pressures, U.S. consumers remain highly price-sensitive during the back-to-school season. Families are prioritizing value over brand or retailer loyalty, actively seeking the best deals across multiple retail channels—both online and in-store. Many are also starting their shopping earlier to spread out expenses and maximize savings opportunities - underscoring the importance of delivering value and a strong loyalty offering.

AI-powered personalization and predictive analytics are reshaping back-to-school campaigns. By analyzing consumer behavior in real time, retailers can tailor product recommendations and dynamic pricing, ensuring shoppers receive relevant offers that meet their needs. This technology also helps brands anticipate demand for specific school supplies and fashion trends, enabling them to optimize inventory and target promotions more effectively, ultimately boosting engagement and driving sales during the back-to-school season. Here’s how you could do this:

• Leverage AI to send personalized BTS coupons based on purchase history. Offer exclusive student/teacher discounts
• Introduce gamified promotions to increase engagement and incentivize purchases

Augmented Reality (AR) and Virtual Reality (VR) are transforming the back-to-school shopping experience by bringing convenience, personalization, and interactivity to the forefront. These technologies enable students and parents to virtually try on backpacks, uniforms and accessories from the comfort of their homes—helping them make confident purchase decisions. Retailers are leveraging AR to offer immersive try-before-you-buy features through mobile apps and in-store kiosks, allowing shoppers to visualize products in real-world settings or on themselves. Meanwhile, VR is being used to create engaging virtual storefronts and interactive BTS shopping environments, simulating the in-store experience online. This blend of digital innovation not only enhances the customer journey but also reduces returns, builds brand engagement, and caters to tech-savvy Gen Z students and their families who increasingly expect seamless, digital-first retail interactions.

Sustainability and conscious consumerism is no longer a niche concern—it’s a driving force in back-to-school shopping. Gen Z and Millennial parents, who are key BTS shoppers are aligning their purchases with their values, prioritizing sustainability, ethics, and transparency. They want to support companies that treat workers fairly, support education, and give back to communities. Brands can build an emotional connection and brand loyalty by incorporating ESG initiatives into their BTS strategies—think eco-friendly products, recyclable packaging, carbon-neutral shipping options along with transparent commitments to ethical sourcing and social responsibility initiatives like providing free supplies to underserved students.

As budget-conscious parents and students embrace circular shopping, retailers that offer resale, trade-in, or pre-owned marketplaces will stand out. 79% of parents in the UK say they would use a platform to sell old school supplies their children no longer need.

Over 57% of Gen Z aspire to become influencers, inspired by the aspirational lifestyles, creativity, and brand partnerships they see across platforms like TikTok, Instagram, and YouTube. This influencer-driven mindset significantly impacts their back-to-school (BTS) shopping behavior, as students increasingly select products that reflect the aesthetics, trends, and brands endorsed by their favorite digital creators “back-to-school hauls”. From fashion and school supplies to tech gadgets and dorm decor, Gen Z looks to influencers not just for inspiration, but as trusted sources of product recommendations. Retailers and brands that collaborate with influencers, leverage user-generated content, and create shoppable social experiences are better positioned to capture the attention and loyalty of this digitally native generation during the competitive BTS season.

The growing popularity of Buy Now, Pay Later (BNPL) services like Klarna, Affirm, and Afterpay is reshaping how families approach back-to-school shopping. In 2024, Afterpay reported a 65% year-over-year increase in backpack sales, while purchases of school supplies and electronics also surged by over 50%. These trends signal a major consumer shift toward flexible, interest-free payment solutions—particularly amid ongoing economic uncertainty and rising living costs. For parents, BNPL offers a practical way to manage seasonal expenses by spreading out payments without the burden of traditional credit. This model aligns with the needs of budget-conscious shoppers who still want to provide quality products for their children without overextending their finances. The broader BNPL market in the U.S. is booming, with projections estimating a 12.2% compound annual growth rate, reaching $122.26 billion by 2025. Retailers are responding by prominently integrating BNPL options into their omnichannel strategies—making it easier for consumers to choose flexible financing. As affordability remains a top priority for many households, BNPL is quickly becoming a core feature of the back-to-school retail landscape—one that’s not just convenient, but increasingly expected by modern shoppers.

NRF’s data shows that consumers are getting an early start on back-to-class shopping, with more than half of consumers starting in early July. Parents are kickstarting back-to-school shopping in July to take advantage of Amazon Prime Day discounts. In 2024, nearly half (48%) of BTS shoppers planned to shop during Prime Day, up from 39% in 2023, highlighting the growing trend of early bargain hunting. Many people cite wanting to spread out their shopping budgets through multiple pay checks as a reason for early-bird shopping.

Pre-assembled BTS kits are gaining popularity. Sales of these kits on Amazon increased by 68% year-over-year by mid-July, with revenue rising over 50% in the same period. Brands like Moda West experienced a 150% surge in sales and revenue, capturing a 93% increase in market share within 30 days. This trend underscores the growing consumer preference for convenient, bundled school supply options. These bundles, featuring essentials like stationery, snacks, tech gadgets, and sports gear, help families save money and reduce shopping time. For retailers and brands, they drive higher sales, clear inventory, and enhance customer satisfaction.

Also, 50% of parents plan to purchase items for themselves during back-to-school shopping, with these parents likely to spend 1.4 times more than those who don't. This behavior presents an opportunity for retailers to encourage additional spending by promoting adult apparel or electronics alongside school supplies.

Today’s back-to-school shoppers—especially digital-native parents and Gen Z students—expect a frictionless, personalized experience across all touchpoints, whether they're browsing in-store, online, or on mobile. To stay competitive, brands and retailers must embrace a truly omni-channel strategy that blends physical and digital experiences into a single, seamless journey. Key technologies and features are helping power this transformation.

AI-powered product recommendations enhance personalization and help shoppers discover relevant items faster across all platforms. Click-and-collect services, such as Buy Online, Pick Up In-Store (BOPIS), and curbside pickup, add speed and convenience, avoiding shipping delays or long in-store lines. In-store QR codes can bridge the gap between online and offline by providing instant access to reviews, additional product details, or exclusive digital promotions. Mobile checkout options and app-based loyalty programs further streamline the path to purchase, while real-time inventory updates ensure customers can find what they need, when and where they need it.

By removing friction and integrating value across every channel, brands can not only meet but exceed customer expectations—turning what can be a stressful seasonal task into a smoother, more satisfying experience. Omni-channel isn’t just a buzzword—it’s the new baseline for BTS retail success.

As online shopping continues to grow, enhancing digital platforms has become a top priority for brands aiming to meet the evolving expectations of back-to-school shoppers. Today’s consumers—especially busy parents and tech-savvy students—demand convenience, speed, and a seamless shopping experience. Retailers must invest in refining their online and mobile interfaces to ensure fast, user-friendly browsing and checkout experiences on all devices. Features like real-time inventory updates, personalized product suggestions, and intuitive navigation can dramatically improve engagement and conversion rates.

Brands are also tapping into the power of gamification - think contests and interactive quizzes, as well as Connected TV (CTV) to engage BTS shoppers through their favorite media platforms. Shoppable CTV ads allow consumers to discover and purchase products directly from their screens, bridging entertainment and e-commerce in a frictionless way. A recent survey by LG Ad Solutions found that 81% of CTV users are influenced by TV ads, and 47% made a purchase after viewing a TV ad in the past three months—highlighting the effectiveness of this emerging channel.

By combining optimized digital platforms with engaging, shoppable media strategies, retailers can deliver a cohesive and satisfying back-to-school experience that resonates with today’s connected consumers.

For Gen Z and Gen Alpha, social media has evolved far beyond entertainment—it's now their go-to destination for product discovery, inspiration, and shopping. These digitally native generations are deeply influenced by the creators, content, and trends they consume online. In fact, in 2024, 1 in 3 U.S. parents reported using social media to guide back-to-school purchases, while students themselves turned to platforms like TikTok, Instagram, and Snapchat to find everything from backpacks and supplies to dorm essentials and fashion. For retailers and brands, this marks a critical opportunity: social media isn't just a channel—it's a storefront. To effectively capture attention and drive conversion, brands must meet young shoppers where they already are, embedding themselves in the daily scroll with content that feels authentic, helpful, and shareable.

Influencer marketing remains a key strategy, but it's no longer limited to celebrity endorsements. Micro and macro influencers, parent bloggers, and student creators all play a powerful role in shaping purchase decisions. Their content—whether a morning routine vlog, a classroom haul, or a “first day of school fit check”—has the power to drive real-time engagement and sales.

As Gen Z and Gen Alpha continue to shape the future of retail, the brands that embrace their values, speak their language, and show up in their feeds will be the ones they add to cart.

As environmental and social concerns continue to influence consumer behavior—especially among Gen Z and millennial parents—brands that embrace strong ESG (Environmental, Social, and Governance) principles are better positioned to win customer trust and loyalty during the back-to-school season.

Shoppers are increasingly prioritizing sustainability, actively seeking out brands that demonstrate eco-conscious values. This includes adopting eco-friendly packaging, investing in sustainable sourcing, and supporting recycling or reuse programs. Retailers and brands that take measurable steps to reduce their environmental impact are not only helping the planet—they're attracting a growing segment of socially conscious consumers. Marketing campaigns and promotions built around sustainability, corporate responsibility and socially-driven programs can significantly improve brand perception.

In the competitive back-to-school landscape, tailoring offerings to individual needs is key. Retailers can enhance value by curating personalized product bundles, offering customized promotions (and rewards!) and designing digital experiences that reflect customers’ preferences. By leveraging data insights, brands can recommend items that align with specific student requirements and parental budgets, ultimately fostering greater customer satisfaction and loyalty while driving increased sales.