Summer is finally here, and school is out for the year! Even though this is the most exciting time of the year, there is a cloud looming over the fun. Back to school 2025 shopping is already on the horizon for families to think about and plan for. According to the National Retail Federation (NRF), in July of 2024, 55% of families had already begun their back-to-school shopping for the upcoming school year. And with the inclusion of online shopping, more and more families can simply start their shopping whenever they want while still on the couch. With this statistic in mind, brands need to start thinking ahead to their back-to-school marketing strategies.
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Back-to-School Budgeting
With the state of the world, more and more people are stressed out about budgeting and expenses. Especially when it comes to the amount of money families spend on school materials and extracurricular activities. According to a 2024 survey conducted by Prodigy Education, parents are planning on spending an average of $333 on back-to-school shopping. A 6% increase from the previous year.
Image Credit: Prodigy Education
Even with these expensive numbers, many families are already predicting that they will end up spending over $500 on materials this year. Within marketing strategies, it is important to remember that back-to-school shopping is not just about crayons and backpacks. Clothes, groceries, and extracurricular needs are a vital addition to the school year.
Back-to-School 2025 Marketing Trends
Back-to-school 2025 shopping is truly one of the most important marketing holidays of the year. In 2024, the NRF predicted that the total amount of money spent on back-to-school shopping that year would be around $39B. So many families look to brands during this time to find the perfect materials for their students to succeed throughout the year. Because of this trust, brands need to create campaigns that connect with the needs of their consumers. Making it vital for brands to understand the latest trends in back-to-school marketing.
Check out how your brand can Adapt Your Business Strategy as social media changes.
Online Presence
With the rise and popularity of online shopping, one of the most important aspects of a successful marketing campaign is having a strong online presence. Throughout the past few years, especially since COVID, many consumers have moved to shopping online instead of being in person. With this change in shopping habits, the marketing strategies have had to change as well. It is now more important than ever to have a strong online presence.
One example of a strategy to employ is online only deals. With so many consumers switching to online shopping, a way to increase your sales is to have specific types of deals. Companies like Amazon have done this in a great way by having Prime Day. Deals that are only for a specific amount of time can help by creating intrigue and excitement for your brand. These special deals can also make consumers feel special for being a part of an exclusive community.
Another way to market online is by creating giveaways and discount codes on social media platforms like Instagram and TikTok. Many brands create special giveaways for holidays to get consumers to interact and connect with their products. As a brand, you can also reach out and partner with influencers to do unboxings or shopping hauls. This engagement can help your brand stand out and connect directly with consumers.
Check out NeoReach’s advice on how to prepare for Amazon Prime Day.
Sustainability
Along with the rise in online shopping, more and more consumers have been prioritizing sustainability in their purchases. Parents and students alike want to buy from brands that support ethical sourcing, eco-friendly packaging, and meaningful causes. Within your marketing strategy, it’s important to highlight your brand’s environmental or social impact. Showing consumers that your brand cares about the social causes your consumers care about.
One example is to highlight specific programs your brand supports, like give-back programs. This can show consumers that you do give back and care about social issues in your community. If your brand doesn’t have any preexisting programs, think about partnering directly with local schools. Whether you create a program with them or help donate materials, this can be a way to give back locally.
Another way to show your sustainability within your back-to-school 2025 marketing is to highlight certain products. If your brand carries products that use recycled materials or if you have a story about ethical sourcing, you can highlight them in your marketing materials.
Personalization
The final aspect that is important within back-to-school 2025 marketing is personalization. Within your marketing approach, it is important to understand that you are trying to connect with families and young students. This might be different from your normal demographic, and it is important to understand how and why your strategy needs to change. The better you can connect with your target audience, the more likely they are to buy from you.
The first approach you can take is product recommendations based on browsing/purchase history. As talked about earlier, online shopping is on the rise, and many consumers utilize that option first. Using this data to create personal ads can be a good way to remind consumers of your products.
Another approach you can take within your back-to-school 2025 marketing is creating content tailored to students’ grade levels and interests. As much as parents might be the ones actually spending the money, these students want to have input into what they are buying. This is why it can be beneficial to create content that leans on social media trends. Being in the know with culture can draw these young consumers in and help make your brand more relatable.
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Closing Thoughts
In a sea of content, the most successful back-to-school 2025 marketing campaigns will be those that feel real, inclusive, and genuinely helpful. Authenticity is important in the brands that consumers buy from. Consumers want to feel like they are buying from brands that connect with them and care about what they care about. By focusing on storytelling over selling, your brand will be able to have a successful marketing campaign for the back-to-school season.
This article was written by Abby Grantham
