There’s something universally electric about the back-to-school season. Whether it’s a kindergartener picking out their first backpack or a college student upgrading their tech for the year ahead, this annual shopping moment is deeply emotional and highly intentional. For families, it's about fresh starts. For marketers, it’s a rare chance to connect with shoppers who are actively planning and ready to spend.
To better understand how families are approaching back-to-school shopping in 2025, we surveyed consumers across the U.S., Canada, the UK, Belgium, the Netherlands, and Germany to understand their shopping patterns, habits and preferences.
In this blog post, we will cover these consumer insights plus how to reach consumers effectively during the back to school season.
The Back-to-School Window Is Short but Powerful
Back-to-school shopping is a high-impact, high-stakes season that plays out quickly. In just a few short weeks, families make major purchasing decisions that touch multiple categories, from clothing and tech to supplies and snacks. But this rush isn’t chaotic – it’s calculated. Shoppers are deliberate, focused, and increasingly omnichannel in their habits.
In fact, over 1 in 5 families shop year-round for back to school supplies signaling a strong case for sustained, always-on campaigns. That means marketers don’t just need to show up – they need to show up early, and across every environment consumers engage and interact with.
Top 5 Consumer Insights Marketers Can’t Afford to Miss
What families buy, when they buy, and what influences those decisions offer critical signals for marketers planning campaigns. Our survey results found shoppers to be savvy, value-driven, and deeply influenced by both personal networks and digital discovery. From timing to purchase priorities, this data highlights what brands need to know to show up in the right moments with the right message.
Here are five consumer insights from our global survey that can help shape more resonant back-to-school strategies:
1. Price Is Still King
68% of shoppers say price and promotions are the top factor in their purchase decisions. With inflation still top of mind, families are looking for value. Brands that lead with deals, bundles, or limited-time offers will be best positioned to capture attention and loyalty.
2. August Is Prime Time
34% of families kick off their back-to-school shopping in August, making it the peak activation window. While many begin browsing in June and July, August is when purchases ramp up - making it a sweet spot for brand visibility and conversion.
3. Word-of-Mouth Wins
46% of respondents cite friends and family as their go-to for shopping inspiration, beating out social media and online reviews. This highlights the power of peer influence and underscores the need for authentic brand advocates, community-driven campaigns, and user-generated content.
4. Apparel Leads the Pack
61% of back-to-school spending goes toward clothing and footwear, the highest of any category. Apparel brands should think seasonally and emotional as this is about both necessity and self-expression, especially for kids and teens heading into a new year.
5. Inflation Still Looms
35% of families are actively hunting for sales due to economic pressures, and 27% are buying fewer items overall. Price sensitivity remains high, and messaging that combines affordability with quality will resonate deeply with budget-conscious parents.
Reach Your Back to School Audience with GumGum
Back-to-school shoppers don’t want to be sold to - they want to be supported. When brands understand how families actually shop, and where they spend their time, they can create experiences that feel less like ads and more like solutions.
Capture back-to-school audiences by combining contextual intelligence, dynamic creative, and full-funnel reach.
- Smarter Targeting: Enlist The Mindset Graph™ to reach parents and students while they’re engaging with content related to school shopping, supplies, apparel, and more.
- Creative Built to Convert: Include high-impact formats like product carousels, shoppable units, and Click2Cart to reduce the path to purchase and maximize engagement across devices.
- Omnichannel Distribution: Activate across 40,000+ brand-safe publisher partners, from mobile to CTV, and choose from managed or programmatic buys.
- Performance Optimization: With real-time insights and in-flight flexibility, help your campaigns stay agile and impactful.
The back-to-school season offers a rare blend of intent, urgency, and emotional connection. Families aren’t just shopping – they’re preparing, planning, and prioritizing. And they’re doing it fast.
Brands that listen to what shoppers want and meet them in the right moments can turn this seasonal opportunity into long-term loyalty and success.
