Originally posted August 9, 2024; updated August 5, 2025.
Although most people have already settled into the relaxing rhythms of summer, not everyone is in vacation mode. For ecommerce retailers, this isn’t downtime. It’s go time. With back-to-school season in full swing, every day counts. According to the National Retail Federation (NRF), two-thirds of consumers have already begun their back-to-school shopping as of early July.
But as the first day of class creeps closer on the calendar, customers tend to go into panic mode. This means brands must act as a calm presence in the sea of tedious to-do lists by creating a frictionless back-to-school shopping experience.
As any seasoned retail pro will tell you, while the market is unpredictable, adapting strategies based on buying trends and patterns is key to building brand loyalty. However, this year, even with data from previous years, both shoppers and brands face new complexities among trade and policy changes. Prices and availability may impact sales and remain a consideration as this year’s back-to-school shopping period continues.
Let’s get to it.
2025 back-to-school shopping: Expected economic trends
Although back-to-school shopping spending has risen since 2022, the NRF expects a slight dip this year, particularly in college shopping. NRF also expects more people to shop in-store compared to 2024, making the brick-and-mortar and omnichannel back-to-school shopping experience important.
According to a PwC survey, parents plan to spend close to the same amount in 2025 on educational needs and prioritize technology spending. However, the survey also found that if parents planned to cut spending, it would be in the technology and clothing categories.
People are also shopping earlier: 72% of consumers expect to see higher prices when back-to-school shopping, and 51% are starting earlier due to tariff-related concerns.
Brands that haven’t begun to release deals and marketing are already lagging. Notable players like Vans, Gap, Nike, and Walmart have already kicked off major promotions, focusing on sales discounts, and featuring back-to-school picks, trending back-to-school products, and more.
How and where parents are shopping for back-to-school 2025
This year, back-to-school shopping is marked by a mix of urgency, flexibility, and strategic channel use. With inflation and tariffs top of mind, consumers are actively hunting for deals; and the ways they shop are evolving to reflect both economic pressure and digital comfort.
Hybrid is still king, but channel preference is splitting more sharply by demographic. According to PwC’s 2025 survey, Millennial (71%) and Gen X (73%) parents are significantly more likely to favor online channels than Gen Z (57%) or Boomers (54%), while Gen Z parents are leading a surprising return to brick-and-mortar shopping, often driven by desire for brand engagement and in-person experience.
The National Retail Federation found that the top destinations for K–12 back-to-school shopping include online (55%), department stores (48%), discount stores (47%), and clothing stores (41%). Among college shoppers, online shopping (48%) leads the way, followed by discount stores (36%) and department stores (35%).
Income is also shaping where families shop. Households earning less than $75K are nearly twice as likely to shop exclusively in-store (30%) compared to higher-income households (17%), while those earning $75K or more are almost twice as likely to shop exclusively online. For all income levels, discount retailers and major sales events like Prime Day and Target Circle Week continue to be popular opportunities to stretch budgets.
Shoppers are also embracing new tools and behaviors: 1 in 5 parents now use AI to help find online deals, a sign that digital discovery is rapidly evolving. Meanwhile, families concerned about inflation are spreading out their budgets, reusing supplies, and buying only what’s on sale. NRF reports that nearly half of shoppers are waiting for the best deals, and over a third are shopping earlier than last year out of fear that prices will rise.
The takeaway? Whether online or in-store, value is the driving force, and shoppers are using every tool and tactic available to make it work.
Why does back-to-school shopping matter to ecommerce brands?
While the winter holidays hold the #1 spot for retailers to shine, back-to-school season is a close second.
This year, families are expected to spend $39.4 billion on K–12 back-to-school supplies and $88.8 billion on back-to-college essentials, and products span from basics like notebooks and apparel to high-ticket items like laptops and dorm furniture.
For ecommerce brands, this presents a major opportunity and the need to aim to rise above the noise. The competition is fierce, but so is consumer intent. A frictionless shopping experience, fast and accurate delivery, and clear value messaging can turn a seasonal shopper into a loyal customer.
So, how can brands deliver? Below, we break down what it takes to win the back-to-school season and keep the momentum going well after the first bell rings.
5 ways to increase sales this back-to-school season
Brands should plan to implement any of the following strategies immediately to attract 2025’s back-to-school shoppers. They can help increase sales by:
1. Planning and forecasting demand ASAP
As the saying goes, success occurs when opportunity meets preparation. And preparation comes down to communication. To prepare for higher demand, marketing and fulfillment teams must work in lockstep.
First, tap marketing experts to understand audience behaviors based on past and present patterns. Determine which products drive the most traffic to the site, and which make it to the online shopping cart.
From there, ensure your fulfillment team is working in tandem to meet demand, quickly fill orders, and alert the team promptly for low-stock items. This avoids frustrating stockouts, which will often lead customers to competing retailers.
As noted above, some shoppers will be ahead of the game, and some will be fashionably late to the party because they are waiting for the best deals or are unsure what supplies are needed.
Moral of the story: be there when customers are ready to buy.
2. Optimizing site and socials
Buying power has always been figuratively in customers’ hands, but now it’s literally.
Shopify reports that mobile commerce volume is anticipated to hit $710.4 billion in 2025, and 76% of adults have used their smartphone to make a purchase.
With the rise of integrated shopping experiences such as TikTok Shop and Instagram Ads, social commerce is an emerging force too; estimates show that sales through social networks will reach over 17% of total online sales in 2025.
The average daily screen time spent on social media is now up to 2 and a half hours, which means more moments to command attention and be responsive to customer questions in DMs and comments.
The browsing process should feel effortless, accessible, and consistent across all channels. To effectively promote products, include eye-catching images, clear and concise descriptions, and transparent shipping speeds.
As consumers cross the virtual finish line, mobile-friendly checkout flows are key. Avoid extra steps and integrate easily clickable payment options such as Apple Pay.
3. Leveraging fulfillment marketing to enhance the post-purchase experience
After a purchase, the anticipation begins. The only time customers are guaranteed to interact with a brand next is the unboxing experience. Make it memorable.
While a standard box and proper packaging will keep the product safe and secure, going the extra mile can go a long way.
Smart and stylish branded packaging reinforces brand identity. Design boxes or packaging with clever or informative marketing copy, or a slip in a discount flyer to entice the customer to purchase again.
And if the product doesn’t end up being a perfect match, which is particularly prevalent in apparel and footwear fulfillment, make it easy for self-service returns by including a shipping label, and step-by-step instructions on how to return or exchange for a different size.
Pro tip: Partner with a 3PL that prioritizes returns management processes and has direct integrations to key returns players like Loop.
4. Meeting customers where they are
While it will always be a bit of a mystery what precisely pushes a consumer to make a final purchase decision, the key is to be there when they do.
Creating an omnichannel back-to-school shopping experience can help brands keep up with a buyer as they bounce from browsing in-store to scrolling on Instagram to propping up their iPad.
Integrate sales channels to know exactly what back-to-school products are piquing their interest, and where they are in their buying journey. This keeps marketing messages personalized and on point, which reinforces engagement and reduces the risk of abandoned online carts.
5. Not forgetting about the back-to-college audience
College students are a large part of the back-to-school shopping crowd (and spend more on average). And their needs are often bigger than the K-12s. College students may require dorm gear, office supplies, books, and electronics. The current generation of college-aged shoppers is a treasure trove for user-generated content (UGC), featuring their purchases and style on social media with tours, decorating themes, and sharing their favorite inspirations.
Given the decade we’re in, the back-to-college market is all about Gen Z (but check out information about shoppers of all ages here).
In line with our previous advice, meet them where they are. That means pushing marketing efforts on social media, and, if possible, test out an influencer marketing strategy, as Gen Z purchasers are more likely to buy from familiar faces they trust.
And the one thing that every back-to-school or back-to-college consumer has in common? A budget.
Offering flexible buy now, pay later (BNPL) options at checkout is greatly appreciated, as 20% of shoppers report that they will lean toward this wallet-friendly option. That’s why ecommerce brands continue to partner with sites such as Klarna and Afterpay.
Ultimately, getting into Gen Z’s good graces will take thoughtful social media marketing coupled with flexible payment options.
Getting ready to meet demand
When sales strategies are in check, keeping up with demand will be the next hurdle. Here’s how to do it:
Work on demand forecasting
If the data is handy, look at historical sales data from last year’s back-to-school promotions to anticipate incoming demand. Leave wiggle room depending on unprecedented trends, but the primary goal is to not drastically overstock or understock.
For apparel companies, seasonality is key and often depends on the area’s climate. Current weather patterns may help determine when inventory is introduced. The marketing strategy may need a few tweaks to avoid pushing coats while steamy summer temperatures linger.
For a roadmap, research competitors. Figure out when top competitor promotions start and decide if it’s more strategic to follow their lead or take a pause. If you need a direct example, look at the impending pumpkin spice latte battle between rivals Starbucks and Dunkin’.
For brands up against competitors with a larger market share, try not to overlap direct promotions unless yours is drastically different.
Invest in real-time inventory and order tracking
The fastest way to lose a customer is by lacking transparency throughout any stage of the buying process, but especially after an order has been placed. Don’t leave customers in the dark during the back-to-school shopping season when they need the items on time.
Nowadays, customers expect an immediate email confirming their order, followed by real-time shipping updates. Additionally, brands need reliable fulfillment technology to provide stock level alerts when stock is too low. Taking this process off your plate by partnering with a trusted expert will provide more breathing room to do what you do best: grow your business
Partner with a 3PL
To achieve sustainable growth, outsourcing is necessary.
Teaming up with the right third-party logistics (3PL) partner can be a huge help, as these experts streamline tedious ecommerce retail fulfillment processes, all of which are vital for a successful back-to-school season.
Plus, reliable 3PLs will enable access to a full suite of value-added services like kitting/bundling projects, thank-you notes, marketing, inserts, branded packaging, and more to create a personalized back-to-school shopping experience.
Kase: Your one-stop-shop for frictionless back-to-school order fulfillment
At Kase, we offer deep supply chain expertise, value-added services (VAS), and strong relationships with shipping carriers. We also handle the ins and outs of EDI and ERPs, subscription payment platforms, return services, shopping cart platforms, and marketplaces.
Essentially, we cover logistics so brands can think long-term.
If you’re nodding along, here’s why our customers lean on us for this busy time of year:
- Fully customizable fulfillment that includes VAS kitting and bundling services.
- Real-time inventory management, so stock levels are never a question mark.
- Precise order management, because attention to detail is better than ambiguity.
- Fast, flexible, and efficient shipping options thanks to our nationwide carrier relationships.
- A personalized, digitized status snapshot of our easy-to-navigate Kase dashboard app.
Ace back-to-school season
Ready to roll up your sleeves to rule the back-to-school shopping season? As the second-biggest selling season on the calendar, this is a highly profitable time for ecommerce merchants.
While every ecommerce brand’s fulfillment strategy will look different, it’s critical to keep the customer at the center of all brand decisions. And what everyone is looking for is ease and efficiency.
If you want to finish this season smiling, not stressed, connect with us today to learn more.
