Once a humble moment for pencil cases, plimsolls and packed lunches, back to school marketing has graduated into one of the most lucrative seasons in the retail calendar. According to Google, global sales of back to school supplies are expected to continue to rise and will cross $200 billion USD this year.
From Gen Alpha to Gen Z, stressed-out parents to fresher-ready students, the reset energy of September is ripe with opportunity, and smart brands are showing up with more than just a sale sign.
Here’s how brands can capitalise on the rush and win in this crucial selling season.
What does back to school marketing look like in 2025?
The back to school market in 2025 is characterised by several key trends:
Digital-first shopping behaviours have become the norm, with parents increasingly researching and purchasing school supplies at online retailers like Amazon and MandM. Today’s shoppers are building moodboards on Pinterest and following TikTok BTS hauls that hit metrics across both reach and conversion.
Value-conscious purchasing dominates consumer spending patterns, with families seeking cost-effective, quality products that offer durability and versatility. The cost-of-living pressures have made price comparison and value-for-money considerations more important than ever, with Amazon and TikTok Shop winning the cost-conscious crowd with speed and ease.
Environmental consciousness plays a larger role in purchasing decisions, with sustainable school supplies gaining significant traction among millennial and Gen Z parents who want to model responsible consumption for their children.
Understanding your back to school audiences
From Gen X to Gen Alpha, the back to school market spans the decades, and each generation has distinct needs and shopping behaviours.
Gen Alpha (Born early 2010s-2024)
Gen Alpha are looking for the items they’ve seen on friends or online on YouTube and TikTok. They’re heavily influenced by peer recommendations and social media trends.
Marketing to Gen Alpha requires understanding their visual-first approach to discovery and their preference for authentic, peer-driven content over traditional advertising.
Gen Z (Born 1997-2012)
The back to school season is most applicable to Gen Z teens and young adults, who are chasing identity and independence. They’re looking to brands for self-expression and aesthetic inspiration.
Gen Z teens want products that help them express their personality and fit in with their peer group. They’re highly responsive to social media marketing and influencer partnerships.
University students are in ‘adulting’ mode, but most spend their disposable income on fashion (41%) or travel (38%). They’re budget-conscious but willing to invest in items that enhance their image or productivity.
Marketing to Gen Z requires an understanding of their preference for digital media, and specifically video content. According to Archrival, they spend more time online than any other generation, with YouTube, TikTok and Instagram as their platforms of choice.
Parents and carers (Gen Z, millennial, Gen X, Boomers)
Parents want calm mornings, budget-friendly bundles and products that actually make life easier. They’re often making purchasing decisions whilst managing multiple responsibilities and appreciate brands that understand their time pressures and financial constraints.
Back to school marketing strategy tips for 2025
Start early and extend campaigns
A recent report from Pinterest indicates that back to school planning starts as early as June. Similarly, Google noted that worldwide search interest in ‘school supplies’ started accelerating in May this year, whereas last year’s spike started later in June.
Begin your back to school marketing early to capture shoppers planning ahead. Alongside your marketing strategy, brands can kick off with early bird campaigns sharing pre-order incentives and exclusive access for loyalty programme members.
The opportunity extends into September, with Fresher’s Week, exam season and winter routines offer natural re-entry points for continued engagement.
Tap into the September reset
It’s not just for kids. Parents, students and even young professionals are craving routine, organisation and a sense of newness. We’ve seen this on forums like Reddit, where discussions around back to school shopping for people with no children are thriving.
Sell the mindset, not just the product, by marketing the transformation and fresh start that your products enable. This emotional connection can be more powerful than purely functional product benefits.
Think beyond traditional categories
From mental wellness to skincare to study snacks, almost every category has a back to school entry point if you shift the story. Consider how your products can fit into the broader narrative of preparation, organisation and success.
Beauty brands can focus on uni-ready routines or join the conversation on ‘Sephora Kids’. Food brands can emphasise brain-boosting nutrition. Tech brands can highlight productivity and organisation features.
Double down on digital
Prioritise social media marketing on video-first channels including YouTube, TikTok and Instagram – and make it work harder through influencer partnerships.
Capture high-intent search traffic through SEO and PPC – and don’t forget AI search optimisation through PR.
Pinterest ads can also be great entry point into the planning stages.
Don’t miss out on OOH and experiential marketing
School and university gates, campus squares and train stations are your real-world social feeds. Target them smartly with creative that resonates with your audience’s daily routines and aspirations.
Create experiences that are inherently shareable, encouraging user-generated content that extends your campaign’s reach organically.
If your brand wants to own the school gates, uni halls or TikTok feeds this autumn, we’re here to help you build a campaign worth remembering.
About the author
Natalie Clement
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
