Table of Contents
What’s changed in our 2026 update:
- All stats, figures, and tips have been updated for 2026.
- Four new campaign suggestions added:
- Tap into what’s popular
- Use segmentation wisely
- Test a variety of sites
- Test a variety of creative
Back-to-school shopping can be a boon for retailers looking for a busy period outside the traditional winter holiday season. Shopping for back to school, whether kindergarten or college, includes a wide range of audiences as well as a range of products to purchase. This shopping period often also includes repeat purchases or upgrades, such as for technology, clothing brands, and other investments. Marketers can take advantage of this opportunity by bringing creativity and strong offers to these audiences.
The back-to-school season stretches from the middle of the summer to early fall in the U.S. In 2026, back-to-school shoppers estimate spending less than they did last year, so marketers have to be savvy and efficient with their offers. Still, these shoppers will still spend about $611 on average, on expenses like clothing, school supplies, books, electronics, and other related items. Also be aware that, per the same survey, 62% of shoppers say they’re looking for sales this year, compared to 52% in 2025.
Try these marketing strategies to engage prospects and customers and boost sales during back-to-school season.
Back-to-School Consumer Trends
Consumers buy from a range of categories for back-to-school season, with electronics taking the top category, at $14.7 billion spent, per the National Retail Federation. After that, clothing and accessories, shoes, and school supplies like notebooks, pens, and folders make up the rest of the list. For K-12 students, they’re also buying tech gear like headphones and calculators, organizational tools, backpacks, and lunch or hydration-related products.
College students’ spending categories include electronics (with almost $342 million spent, according to the NRF), dorm and apartment furnishings, clothing and accessories, food and snacks, and personal care items. Broadly, 62% of back-to-school shoppers have already started their shopping by early July (again, per the NRF), although a PwC consumer survey found that 71% of families actually make their purchases between two weeks and two months before school starts.
In total, Americans spent $128.2 billion in 2025 for back-to-school and back-to-college shopping, according to Capital One Shopping, and 81% of shoppers plan to divide their spending between online and in-store purchases.
Understanding these trends can help marketers decide when to start running back-to-school campaigns, which tactics to use, and how to target desired audiences.
6 Essential Strategies to Market Back-to-School Products
For successful back-to-school marketing campaigns, you’ll want to reach parents and students early and incorporate targeted promotions, bundles, useful content, and other strategies that make sense for your business’ offers. Here are the top ones to pay attention to.
1. Tap Into What’s Popular
Marketers can easily follow the lead of tech-savvy, digital-native students during back-to-school season. Bag charms, stationery, sensory supplies, and locker or desk personalization accessories all top shopping lists in 2026. Spend some time on social media sites to get a sense of what’s trending to align your efforts.
2. Use Segmentation Wisely
A PwC back-to-school shopping consumer survey found that 61% of parents let their kids add items straight to their digital cart. With students also active shoppers both online and in-person, it’s important that you create audience segments accordingly. For back-to-school shopping, you might appeal to several generations of shoppers, both students and their parents, along with teachers. To do this well, make sure you’re sticking to value-driven benefits, focusing on what each segment responds to.
3. Personalize Campaigns For Your Target Audience
Once you’ve segmented audiences strategically, make sure the messaging and creative resonates for each audience. Consider creating lists or product pairings that work well for specific groups or ages, and make sure it’s easy and convenient to make the purchase and get it in time for the start of school. Other content might include teacher appreciation discounts, dorm lookbooks or inspiration posts, back-to-school countdowns, parenting tips, and more. Or, try content like downloadable checklists or guides that live on dedicated landing pages, to reach specific demographics and other audience segments.
4. Incorporate User-Generated Content and Influencer Marketing
Make sure your customers can easily share what they’ve purchased on social media, using a hashtag or visual template. Consider hosting a giveaway or contest, reposting content from users who are enjoying what they bought, or other creative ways to extend your brand and gain organic visibility. Influencer marketing can help extend trends and authority into the back-to-school season.
5. Test a Variety of Sites
Ads from providers like Google and Meta are powerful, but can limit your reach, especially during highly competitive seasons like back-to-school. The open web offers a vast landscape of premium publisher sites where your target audience is actively discovering new content and ideas. You can drive significant performance gains by tapping into new, high-intent audiences on trusted news and content sites, helping you cut through the noise and capture attention as families prepare for the new school year.
6. Test a Variety of Creative
In addition to taking advantage of the open web, use modern performance marketing features to quickly test and iterate on copy and creative to see what reaches your audiences most effectively. AI-driven platforms can rapidly test multiple combinations of imagery and CTAs to see what will perform best, so start this ahead of time to have a data-driven plan in place once back-to-school season ramps up.
Considerations When Launching Your Back-To-School Marketing Campaign
Here are a few things to keep in mind for back-to-school marketing in particular.
- Start early. Back-to-school season usually includes some big purchases, like a laptop or new brand-name clothing or accessories. Buyers often budget these months in advance and look for special offers. Start social media posts and paid ads two to four weeks in advance of target sales dates.
- Invest where customers are. If student shoppers are on TikTok, meet them there. If parents are reading Google reviews, or primarily shopping on an app, put some resources there. Focus your budget on the platforms where target customers are to effectively engage them.
- Be specific. Back-to-school shopping is a short, focused time period, where the current year is top of mind. Make sure that creative, copy, and tactics are relevant to the student’s current grade and the time of year.
Key Takeaways
The back-to-school marketing period can be a great opportunity for businesses to increase sales in existing and new audiences. By tweaking your online presence with engaging visuals, offering exclusive discounts, and addressing the needs and preferences of students and their parents, you can find success. These targeted efforts not only drive immediate sales, they also cultivate lasting customer loyalty, so you can bring your clients back for the holiday season and position your company for future success.
Frequently Asked Questions (FAQs)
What does back to school season mean?
The back-to-school season refers to the period when students and parents prepare for the new academic year. This typically involves shopping for school supplies, clothing, books, and gear like backpacks, water bottles, lunch boxes.
What month is back to school in the U.S.?
The back-to-school season can vary by location, but most businesses in the United States target late July to early August for their back-to-school marketing strategies.
Why do back-to-school ads start so early?
Back-to-school ads start early to capitalize on consumer readiness and psychological triggers. Retailers aim to capture shoppers’ attention before the rush, promote early discounts, and encourage families to plan and budget for supplies, clothes, and other essentials well in advance.
What are the most popular back-to-school products?
Back-to-school shopping lists primarily feature electronics, clothing, shoes, and administrative school supplies like pencils, markers, and notebooks. With technology playing an essential role in education, devices have become as marketworthy as traditional items like backpacks and binders. You might also consider offering tech products, devices, and accessories like chargers or headphones.
