Top 5 Back-to-School Holiday Trends From Sustainability to AI for 2024

Back-to-school shopping becomes a top priority as the summer winds down and the school year approaches. But in 2024, it's not just about picking up pencils and backpacks—some exciting new trends are shaping how we prepare for school. 

Let’s explore the top 5 back-to-school holiday trends for 2024 that are making a big impact this season.

When Does Back-to-School Shopping Start?

Back-to-school shopping begins sooner than you might think, with many families jumping into the fray as early as July. Here’s a closer look at how the shopping timeline typically plays out:

• Early July: Over half of consumers (55%) begin their back-to-school shopping during this time. Families start early to spread out expenses, especially as the cost of school supplies continues to rise.
• Mid to Late July: This period is when parents focus on finding the best deals and securing essential items like supplies, clothing, and accessories. School uniforms are often purchased later in the summer to account for children’s growth spurts.
• Early August: Most families have already checked off about half of their shopping lists by this time. However, shopping doesn’t stop here—over a quarter of all consumers, including 34% of college students, continue to shop for bigger-ticket items like electronics.

For retailers and marketers, the planning process should start in mid-May and continue until June, aligning with summer break. Businesses can better capture early shoppers' attention and maximize their back-to-school sales by timing promotions to match these shopping behaviors.

The Reality of Back-to-School Shopping in 2024

Back-to-school shopping in 2024 is set to reach new heights, with consumers planning to spend more than ever. As the cost of education-related items continues to climb, families dig deeper into their wallets to ensure their children have everything they need to succeed in the upcoming school year.

In 2023, American families shelled out a staggering $42.3 billion on back-to-school shopping alone. The total spending soared to $36.4 billion when you add in the back-to-college crowd. These figures reflect the growing importance of not just basic supplies but also tech gadgets, clothing, and other essentials that are now considered must-haves for students of all ages.

Back-to-school and back-to-college spending is projected to hit an astonishing $189.7 billion by 2028. This reflects not only inflation and the rising costs of goods but also the increasing demands of modern education, where technology and new learning tools play a central role.

For retailers and marketers, it highlights the importance of catering to these record-breaking spending habits with targeted promotions and a deep understanding of consumer needs. The reality of back-to-school shopping in 2024 is one of significant financial commitment, driven by the desire to provide students with the tools they need to thrive in an ever-evolving educational landscape.

5 Back-to-School Holiday Trends For Marketing

Trend 1: Value-Driven Spending for Back-to-School

This year, back-to-school spending is set to reach over $126 billion, with families spending an average of $875 for students and $1,365 for college students. With the rising cost of living, parents feel the financial strain and are more focused than ever on finding the best deals.

• Budget Concerns: Nearly 73% of parents worry about the increasing prices of everyday items, and 62% stick to a strict budget for back-to-school shopping. If their budget gets tight, 40% of parents even consider cutting back on school supplies.
• Deal Hunting: Parents are laser-focused on finding deals, with 85% planning to shop back-to-school sales and promotions. They prioritize savings over brand loyalty, with 62% willing to switch brands if they find lower prices elsewhere.

Marketing Opportunity:

To appeal to budget-conscious shoppers, focus your marketing efforts on deals and promotions:

• Bulk Discounts: Offer discounts on bulk purchases, which can be particularly appealing for parents and teachers looking to stock up for the entire school year.
• Parent Perks: Create special promotions where buying items from their kids’ back-to-school list earns parents a reward for themselves. It’s a great way to show appreciation and give them something to look forward to.
• Engaging Campaigns: Run giveaways, contests, and user-generated content (UGC) campaigns that offer discount codes as prizes. This will spread the word about your brand and reward parents and students for participating, whether they win big or not.

Trend 2: Early Birds Catch the Back-to-School Deals

(image source: EComposer Template)

The early bird truly does catch the best deals regarding back-to-school shopping. Many parents shop well before school to snag the best prices.

About 22% of parents begin their back-to-school shopping as early as June. Amazon's Prime Day generated a whopping $14 billion in sales, with a large portion likely spent on back-to-school items. Almost half of all back-to-school shoppers (48%) planned to take advantage of these Prime Day deals.

Why Shop Early? By mid-July, most parents (86%) still have a lot of shopping to do, but they’re eager to get it done quickly. About 66% of all back-to-school spending is usually completed by the end of July because more than half of shoppers (59%) believe that the best deals happen earlier in the season.

Marketing Opportunity:

If you missed offering early deals this season, don’t worry. There’s still time to catch late shoppers, but for next year, it’s crucial to plan:

• Start Early: Mark your calendar for May or early June next year to kick off your back-to-school marketing campaigns by early July.
• Offer Irresistible Deals: Back-to-school shopping is a big expense for families. Offering unbeatable discounts and promotions early in the season will encourage them to choose your brand.

Trend 3: Sustainability Takes Center Stage in Back-to-School Shopping

In 2024, sustainability is more than just a trend—it's a priority for many back-to-school shoppers. The younger generations, Gen Z and Gen Alpha, are leading the charge in demanding environmentally friendly products.

• Gen Z and Gen Alpha Influence: Gen Z, known for their activism, are increasingly concerned about climate change. A Deloitte survey in 2024 found that 64% of Gen Z is willing to pay more for sustainable products. Even the younger generation, Gen Alpha, is pushing for change, with 81% of their parents saying their children have influenced them to make more sustainable choices.
• Sustainability in Shopping: As families prepare for the new school year, sustainability is paramount. A significant 71% of back-to-school shoppers and 67% of back-to-college shoppers prioritize sustainability in their purchases. This focus on eco-friendly options also includes buying pre-owned products, with 43% of shoppers choosing second-hand items when available.

Marketing Opportunity:

• Emphasize Eco-Friendly Products: Highlight the sustainable aspects of your products to attract these environmentally conscious consumers.
• Promote Pre-Owned Options: If you offer second-hand or refurbished items, showcase them as a sustainable choice.

Trend 4: Social Media Influences Back-to-School Purchases

Social media plays a big role in back-to-school shopping. Both parents and students turn to their favorite platforms to discover products, find deals, and even make purchases directly.

Students, particularly those heading to college, are heavily influenced by what they see on social media. Instagram and TikTok are the go-to platforms, with 31% of 18- to 20-year-olds using Instagram and 29% turning to TikTok for back-to-college inspiration.

Marketing Opportunity

• Leverage Influencers: Partner with influencers to showcase your back-to-school products and promotions on social media.
• Engage on Popular Platforms: Focus on Instagram and TikTok to reach parents and students where they spend their time.

Trend 5: Generative AI - The New Tool for Students and Shoppers

In 2024, generative AI will play a crucial role in the back-to-school experience for students and retailers. With 18% of shoppers planning to use AI during their purchase journey, its influence is growing.

AI in Shopping:

• 76% of shoppers use AI to find helpful product reviews.
• 62% use AI to find deals and save money.
• 35% use AI to save time.

AI in Education:

• 23% of parents report their children are using AI for academic purposes, either at school or home, a significant increase from last year.
• 35% of parents believe AI positively impacts their kids' academic performance.

Marketing Opportunity

• Understand Shoppers' Use of AI: Learn how your customers use AI tools to make back-to-school purchases.
• Leverage AI for Your Brand: Use AI to analyze data, automate tasks, and personalize the shopping experience.
• Increase Your Digital Presence: Ensure your brand is easily discoverable by optimizing SEO and utilizing cross-channel campaigns incorporating new technologies like AR, VR, and interactive content.

What Are The Most Popular Back-to-school Products?

When back-to-school shopping rolls around, parents and guardians usually start with the basics—clothing, accessories, and essential school supplies like books, pens, and backpacks. These items are the foundation of every shopping list, ensuring students have what they need for the new school year.

(image source: statista.com)

In recent years, the focus has expanded beyond just the basics. In 2023, there was a big increase in the purchase of school-related electronics. About 70% of U.S. parents bought items like laptops, tablets, and cell phones for their kids—up 15% from ten years ago. Technology has become a must-have in today’s classrooms, and these gadgets are now just as important as pencils and notebooks.

Another trend that's catching on is the use of preconfigured school supply kits. These kits include all the necessary items—like notebooks, pencils, and markers—bundled together for convenience. They're a hit with busy parents because they save time and money, with 46% of shoppers choosing this option.

While traditional items like clothes and basic supplies are still at the top of the list, there's a growing demand for technology in schools. Parents are also leaning towards convenient solutions like supply kits to make back-to-school shopping more accessible and efficient.

5 Marketing Tips for Back to School 2024

Start Early & Match Timing

More than half of shoppers begin their back-to-school shopping in early July, so reaching them before this rush starts is essential. The best time to launch your marketing campaigns is from mid-May to early June, as the school year ends and summer break starts.

Starting early lets you connect with those eager shoppers who want to spread their spending and grab the best deals. In the early summer, they usually buy essentials like school supplies and clothes. As the school year approaches in August, they shift to purchasing more expensive electronics.

Know Your Shoppers

To create effective audience personas for your back-to-school marketing campaigns, focus on these key areas:

• Demographic Information: Collect basic details like age, gender, and income. This information helps you target specific groups with the right content, such as parents, college students, and teachers.
• Shopping Preferences and Habits: Look at what your customers have bought before and how they like to shop (online or in-store). This will help you offer products and deals that match their habits.
• Device Usage: Find out what devices your audience uses—like smartphones or laptops—so you can reach them on their preferred platforms.
• Engagement Metrics: Check how people have interacted with your brand in the past. This will show you what messages and content work best for your audience.

Highlight Clear Pricing

In today’s economy, shoppers are more careful than ever about where they spend their money, especially regarding back-to-school supplies. Over 40% of U.S. consumers are now doing more comparative shopping online to find the best deals. This means that being transparent and clear about your pricing is crucial.

Here are some strategies to make pricing stand out:

• Highlight Price Comparisons: Make it easy for shoppers to compare your prices with competitors by using pricing tools or directly providing links to comparison websites on your site. This builds trust and helps customers feel confident they’re getting a good deal.
• Promote Value Packs & Bundles: Offer discounted bundles of popular back-to-school items to appeal to budget-conscious shoppers. With 46% of parents expected to buy pre-configured kits this year, these bundles can provide both value and convenience without compromising quality.
• Enhance Loyalty Programs: Boost your loyalty programs with special back-to-school offers, such as extra discounts, bonus points, or exclusive deals. This will encourage repeat business and reward customers for choosing your store.
• Customized Wish Lists & Registries: Allow college students to create and share personalized wish lists or registries. This will make shopping easier and ensure they get what they need.
• Localized Offers: Tailor your promotions to fit local market conditions and preferences, ensuring your deals resonate with your specific audience.

Monitor Competitors

As shoppers become more focused on comparing brands and considering private labels, monitoring competitors’ pricing strategies is essential to staying competitive.

There are many ways to monitor competitors’ pricing strategies. For example, shoppers can use price tracking tools like Price2Spy, CamelCamelCamel (for Amazon products), and Keepa. These tools allow shoppers to track real-time price changes and promotions across multiple platforms. They also provide automated alerts and detailed reports, keeping them up to date on what their competitors are doing.

The second way is simple: shoppers can analyze market and industry research, which can provide valuable insights into broader pricing trends and consumer behavior. Companies like NielsenIQ and Kantar offer detailed reports to help shoppers easily understand how the market is changing and how to adjust their pricing strategies accordingly.

Additionally, implementing price-matching policies to build customer loyalty and stay competitive is also quite interesting. This approach gives customers peace of mind and ensures they get the best possible shopping deal.

Finally, keeping track of competitors’ price history over time can be extremely useful. This way, shoppers can better predict future changes and understand seasonal trends, allowing them to plan more effective pricing strategies.

Enhance In-Store Experience

To boost in-store foot traffic during the back-to-school season, focus on creating engaging experiences beyond just shopping:

• In-Store Workshops and Demos: Host educational events like budgeting workshops for parents or tech tutorials for students. Tailor these activities to the needs of your local community to attract more customers.
• Enhanced BOPIS (Buy Online, Pick Up In-Store): Make the pickup experience more engaging by offering product demos or quick tutorials when customers collect their items. This turns a simple pickup into a valuable in-store visit.
• Pop-Up Experiences: Set up temporary events to create excitement and attract new customers. These events are a great way to showcase products, engage with your audience, and gather feedback for future store locations.

Frequently Asked Questions

1. How are Back-to-Class Shoppers Buying?

Back-to-class shoppers are using a mix of online and in-store channels to make their shopping convenient. Popular destinations include online retailers like Amazon, big-box stores like Target, and discount stores. 

Around 41% of parents plan to split their spending evenly between online and in-store purchases. Omnichannel retailing, which combines in-store, online, and app-based shopping, is vital to this seamless experience. Gen Z, in particular, is driving this trend, with 60% discovering new products on social media and being twice as likely to buy them.

2. When are the best sales and deals?

Back-to-school sales typically start in July and peak in August. However, with the rise of online shopping and early bird deals, finding discounts throughout the summer is becoming increasingly common. Customers are advised to sign up for email alerts from their favorite retailers to stay informed about sales and promotions.

3. What are the best backpacks for different age groups?

• Elementary school: Lightweight backpacks with padded straps and multiple books, lunch, and water bottle compartments.
• Middle school: Larger backpacks with organizational features like laptop sleeves and binder pockets.
• High school: Durable backpacks with comfortable straps and ample space for textbooks and electronic devices.

4. What are the latest trends in school fashion?

School fashion is constantly evolving. For 2024, some trends include:

• Comfort is key: Relaxed fits and athleisure-inspired clothing are popular.
• Sustainability focus: Eco-friendly materials and brands are gaining attention.
• Individual expression: Students are embracing unique styles and personal touches.
• Gender-neutral fashion: Options that cater to all students are becoming more common.

Ready for Back to School 2024

As we gear up for the 2024 back-to-school season, the landscape is shaped by trends that are impossible to ignore—value-driven spending, early shopping, social media influence, the rise of AI, and a strong focus on sustainability. These trends present unique opportunities to connect with shoppers, meet their evolving needs, and drive meaningful engagement.

With these Back-to-School Holiday Trends For Marketing, we believe you can create campaigns that resonate, make lasting impressions, and foster loyalty as students and parents navigate this busy season.

Cheers to a successful back-to-school season filled with creativity, insight, and impact!