How to Ace Your Back-to-School Advertising Campaigns

As one school year winds down, and summer approaches, back-to-school (BTS) shopping is a significant event for families across the U.S., with billions spent on clothing, supplies, and technology. In fact, 55% of BTS shoppers begin making purchases as early as July.  

In 2024, U.S. adults spent a projected $38.8 billion on K-12 school items and $86.6 billion on college-related purchases, making it a prime moment for advertisers to reach engaged shoppers. But to succeed, brands must understand the motivations, mindsets, and behaviors of BTS shoppers, and craft innovative back-to-school advertising campaigns that capture attention and inspire action in the right moments. 

With BTS spending on the rise, standing out in this crowded retail moment requires more than just showing up. Successful CPG and retail brands leverage the unique characteristics of BTS shopping: focusing on value, convenience, and new beginnings, to deliver high-impact, interactive experiences that speak directly to the diverse needs of their audiences. 

Read on or download the full The Big 5: The Advertiser’s Guide to $1.2T in Shopping Moments to unlock insights that will elevate your back-to-school advertising strategy and ensure you’re ahead of the competition.

Different Needs, Different Approaches

When it comes to back-to-school, parents have distinct needs depending on whether they are shopping for K-12 students or college-bound teens. Segmenting your audience based on school level and demographic traits is crucial for personalizing your messaging and resonating with the right shoppers. 

K-12 Shoppers: Engaging Moms Early 

34% of U.S. adults plan to shop for back-to-school items this year, and a significant portion of those shoppers (55%) are already purchasing items as early as July. With 65% of BTS shoppers being female, targeting moms with advertising about organization, productivity, and the fresh start that a new school year brings will resonate. 

How to engage: 

• Use Dynamic Creative Optimization (DCO) to create ads that reflect the back-to-school mindset—emphasizing new beginnings, school supplies, and educational tools.
  

• Personalize your ad campaigns based on the shopper's location, stage in the shopping journey, or past behaviors (e.g., those who engage with BTS content earlier in the summer).  

• Leverage rich media ad formats like display and video to stand out in the BTS crowd, using interactive features such as product hotspots, gamification, and product cards to highlight key details and drive engagement.

  
  

College Shoppers: Timing is Everything

College BTS shoppers were projected to spend roughly $86.6 billion last year, making it an important segment for advertisers. College shoppers are looking for everything from dorm essentials to electronics and textbooks. With 68% planning their purchases around major sales events like Prime Day and Labor Day, timing is key for back-to-school advertisers to reach these savvy shoppers. 

How to engage: 

• Tailor creative to address the needs of students, such as dorm room organization, tech gadgets, and back-to-school apparel.
  

• Leverage high-impact display and interactive video ad formats to showcase how products help make the college experience easier and more exciting.
  

• Utilize promotions and sales events that resonate with college-bound students looking for the best deals.

  
  

Capture Success with Strategic BTS Insights 
With back-to-school shopping projected to drive billions in spending, it's essential for brands to leverage high-impact, interactive ads that resonate with today’s BTS shoppers. By understanding the unique motivations of both K-12 and college shoppers, you can craft personalized ad campaigns that break through the clutter and inspire action. 

Ready to elevate your back-to-school advertising strategy? Download The Big 5: The Advertiser’s Guide to $1.2T in Shopping Moments to get deeper insights and strategies to maximize engagement during this crucial retail season.