The 2025 back-to-school season is unfolding under continued economic pressure and evolving shopper habits. Retailers are seeing a longer, stretched-out buying season driven by inflation and tariff concerns, alongside savvy, value-driven consumers who mix online tools and in-store visits to find the best deals. To prepare, brands should take note of the latest data and insights shaping how families shop for school and college essentials this year.
Early Start and Extended Shopping Season
Consumers are kicking off their back-to-school (BTS) shopping earlier than ever. NRF found that 67% of BTS shoppers had already begun buying items by early July, up from 55% last year and a record high since tracking began [Source](http://nrf.com/)[]. Crucially, about half of these families are explicitly shopping early because they expect prices to rise due to tariffs and inflation [Source](http://nrf.comdigitalcommerce360.com/)[].
Retailers are responding by launching BTS deals in summer: events like Amazon Prime Day and retailer sale weeks (Target, Walmart) have become key trigger points (roughly 82% of parents plan to shop around July sales for school items [Source](http://nrf.com)[]). In practice, this means the BTS season now starts in June/July and continues into August and even early September. Retailers should therefore roll out promotions and key product launches early, capitalizing on summer sales events and spreading out inventory so shoppers aren’t tempted to delay or abandon their lists.
Value- and Budget-Conscious Shopping
Despite resilient total budgets, families are extremely price-sensitive. Nearly three-quarters of parents say they will spend the same or more this year compared to 2024, but they are determined to stretch every dollar [Source](http://retailtouchpoints.com)[]. The most common saving tactics are deal-hunting and sale shopping – about 37% of parents will only buy items on sale, and an equal share are intentionally shopping earlier to catch discounts [Source](http://retailtouchpoints.com/)[].
In fact, families often wait for promotions or clearance events to complete their lists: NRF reports 47% of shoppers are holding out for the best deals on BTS items [Source](http://digitalcommerce360.com/)[]. This drive for savings also means shoppers readily switch brands or retailers if their first choice is too expensive.
Retailers should meet this value-seeking behavior by emphasizing affordability and incentives: promote coupons and loyalty rewards (92% of K–12 parents say coupons/loyalty influence their shopping choices [Source](http://outfront.com)[]), highlight bundle or discount deals, and consider interest-free financing or layaway options at checkout.
Tech and Essentials Dominate Budgets
Technology and connected devices lead BTS budgets in 2025. Roughly 25% of parents plan to spend $500 or more on tech (laptops, tablets, printers, etc.) this season [Source](http://pwc.comretailtouchpoints.com/)[]. In 2024 electronics already made up over one-third of K–12 spending [Source](http://capitaloneshopping.com/)[]. At the same time, survey data show that while tech is high-priority, it is also the category consumers will cut first if money’s tight. In contrast, core school items stay protected: only about 30% of families plan to trim spending on supplies and under 26% on books [Source](http://retailtouchpoints.com/)[]. Apparel and personal-care fall in between.
Omnichannel Shopping and In-Store Resurgence
Shopping channel choices remain mixed, with a surprise resurgence of physical stores. Most families combine online and offline shopping (hybrid is still dominant), but younger “digital native” Gen Z parents are more likely than any group to shop exclusively in-store [Source].
However, high-income and Millennial shoppers skew more online, while value-focused or lower-income shoppers may prefer store visits. Retailers should therefore double down on seamless cross-channel experiences. For example, advertise free same-day pickup or curbside service, ensure accurate in-store inventory sync, and offer mobile tools (e.g. in-app shopping lists, click-and-collect instructions). Within stores, refresh displays with BTS signage and “order online here” kiosks to capture mobile-driven purchases.
Consistent messaging (price, branding and promotions) across digital ads, email, social media and in-store signage will reinforce deals no matter where the shopper is. As one industry analyst notes, retailers that “prioritize flawless omnichannel execution," making shopping fast and easy online and offline, will become customer favorites this summer [Source](http://digitalcommerce360.comemarketer.com/)[].
AI-Enhanced Shopping Experiences
Artificial intelligence tools are moving into the shopping journey. In fact, a majority of U.S. adults now use generative AI in some shopping capacity: 55% use it for product research, 47% for recommendations and 43% for deal-finding [Source](http://uschamber.com/)[]. Retailers should assume consumers will rely on chatbots, voice assistants or discovery engines in parallel with traditional search.
To capitalize on this trend, brands must make their promotions and inventory AI-friendly. That means properly tagging product data, optimizing SEO for conversational queries, and integrating advanced search features on your site/app. For instance, if Amazon or Walmart advertises an “AI shopping assistant” for BTS lists, smaller retailers should ensure their catalogs are easily readable by similar tech. Additionally, consider using AI tools internally to personalize marketing: dynamic email content, predictive recommendations, and even chatbots that answer BTS questions can improve user experience.
In sum, treat AI not as a gimmick but as a channel, make sure your deals and content are discoverable when consumers “ask their phone” for back-to-school bargains.
Flexible Payments and Financial Support
Financial stress is driving demand for flexible payment options. Nearly 40% report they simply can’t afford everything on their list without additional resources [Source](http://creditkarma.com/)[]. To meet this need, families are embracing financing: roughly 44% say they will rely more on buy-now-pay-later (BNPL) services, and many are cutting other expenses (even groceries) to pay for school needs [Source](http://creditkarma.com/)[].
Retailers can turn these challenges into conversions by prominently offering convenient payment choices. At minimum, display BNPL logos (e.g. Afterpay, Klarna) at checkout and in online ads.
Explore layaway programs or extended warranty bundles that add perceived value. Finally, messaging matters: marketing copy should emphasize value and long-term savings (“Invest in quality that lasts”, “built to endure the school year”) so stressed parents feel the purchase is justified.
By aligning campaigns, product assortments, content and payment options with these shopper trends, retailers and brands can connect with back-to-school consumers more effectively. The key is to offer seamless experiences and clear value at every touchpoint, whether a parent is comparing prices on their phone, browsing a store aisle, or chatting with an AI assistant.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
