What Shopper Marketers Need to Know About Back-to-School 2025

Key Categories

While school supplies remain a high-priority category, big-ticket items are where the real budget impact lies. The top five categories where parents expect to increase spending this year are:

• Clothing & shoes (63%)
• Electronics (62%)
• Sports equipment (62%)
• Pantry stock-up (56%)
• School uniforms (55%)

For shopper marketers, this suggests discount messaging should be most aggressive in high-cost, high-consideration categories — particularly electronics and apparel.

Social Media’s Growing Influence

Social platforms are playing a bigger role in shaping purchase behavior, especially among parents of grade-schoolers. 

TikTok, Instagram and X saw the largest year-over-year increase in purchase influence, and nearly half of parents want to see back-to-school ads on social media — up significantly from 2024.

Yet, while social is on the rise, shopper influence remains fragmented. Parents also cite product reviews, recommendations from friends and family, catalogs and even TV ads as major sources of inspiration. Additionally, parents’ purchase decisions are increasingly influenced by their children (both grade school and college students).

Loyalty Still Matters (But So Do Rewards)

Brand loyalty may be on the decline, but loyalty program incentives are driving conversion. Epsilon found that: 

• 60% of parents are swayed by the ability to earn rewards.
• 26% say loyalty programs influence brand selection.
• 18% of consumers avoid stores that don’t have a loyalty program.
• Shoppers want smart savings, not just cheap prices

For marketers, emphasizing rewards and incentives prominently in BTS messaging will be important.

Parents Are Planners — But They Still Miscalculate, Overspend

Budgeting is up (69% set a budget), but many parents admit they often blow past it — especially as kids get older and categories such as electronics and decor become more relevant. This creates an opportunity to ease friction with bundles, personalized product guides and pre-built lists that help shoppers plan more effectively without feeling overwhelmed.

Shopper Marketing Takeaways:

• Focus on Value: Lead with pricing, but align messaging with the high-cost categories most likely to drive basket size.
• Get Timing Right: Mid-July through early August is the sweet spot for activating promotions.
• Embrace Mixed Media: Social influence is rising, but traditional and digital channels still drive meaningful impact.
• Make it Easier: Product bundles, online planning tools and personalized recommendations can help reduce shopper fatigue.
• Reward Loyalty: Offer incentives that make budget-conscious parents feel like smart spenders.