In our latest shopper survey, we asked how people are gearing up for the back-to-school season—everything from what’s at the top of their supply list to whether they’re grabbing gear in-store or online. Sharpen those pencils and let’s dive into these 2025 back-to-school shopper insights!
From Cart to Class: Back-to-School Student Preferences
School bells are about to ring and shoppers are loading up their carts for every grade level, from preschool (4%) and elementary school (19%) to college (23%). Another 22% are buying for students across multiple grades, proving that back-to-school season is truly a family affair.
And when it comes to decision-making, kids definitely have a say. Forty-three percent of shoppers said they try to balance their child’s preferences with overall value, while 18% admitted they focus on brands or products their kids specifically ask for. 19% said they consider their child’s input but generally stick to a set plan, and 20% make their decisions based purely on practicality and budget, with little to no influence from their kids.
A+ Insights: Back-to-School Shopping Habits
Lots of decisions go into back-to-school shopping. For one, when to begin? 30% of shoppers start shopping about a month before school starts and another 30% start 2-3 weeks before. The early birds—22% of shoppers—get a head start more than a month in advance.
When it comes to where they shop, Walmart remains the most popular destination, with 39% of shoppers heading there for their back-to-school needs. Target and Dollar stores tied for second place at 14% each. In terms of how they shop, 34% of shoppers prefer browsing in-store, 22% will shop online, and 44% plan to use a mix of both.
On the spending front, 26% of shoppers expect to spend between $51 and $100 this year, while 23% will keep it under $50. A significant 20% are planning to spend over $200 as they gear up for the new school year.
School Supply Stats: Back-to-School Season Purchase Drivers and Preferences
What’s topping shopping lists this year? Clothing and footwear are at the front of the line, with 40% of shoppers putting those items first. 18% are focused on classroom supplies, while 12% are picking up electronics and 10% are stocking up on lunch foods and snacks.
When it comes to which factor is most important to them when back-to-school shopping, price reigns supreme with 34% of shoppers. Sales and promotions are the second-biggest driver at 15%, while 9% prioritize their students’ preference or personal style.
It’s also clear that deals make a difference. 42% of shoppers say sales or promotions are very likely to influence their final purchase decisions.
And in today’s digital world, social media is also playing a big role in the back-to-school shopping experience. 35% of shoppers use social platforms to find coupon codes, 31% turn to them for sale alerts and promotions, and 18% browse for product inspiration and new finds.
Engage Shoppers for Back-to-School Shopping with Breaktime Media
For more insights and tips for engaging shoppers as they prepare for back-to-school season, check out the full infographic below!