XIMIVOGUE Insights on 2025 Back To School Consumer Behavior and Shopping Trends

Author: Celia| Keywords chosen by Celia

                                        
 
As summer winds down and the new school year looms, back-to-school season remains a pivotal retail opportunity in 2025.  
 
No longer confined to a single day, back-to-school shopping now unfolds over weeks, marked by critical buying moments.  
 
Here's a concise breakdown of key consumer shopping behaviors and tailored marketing strategies to drive international business growth during this global back-to-school period.
 
What Will Back-to-School Consumer Behavior Look Like in 2025?
 
1. Consumer Back-To-School Purchase Phases Are Shifting
 
Back-to-school (BTS) shoppers vary widely. Parents of younger kids lead spending, shopping earlier, and carefully due to rising costs. College students shop later, often in August or September, seeking dorm essentials and new gear independently.
 
Marketers must adjust. A single BTS sale won't cut it. Target June for awareness, July and August for product discovery, and September for final purchases.
 
 
2. Omnichannel Back-To-School Shopping
 
Back-to-school shopping is increasingly omnichannel. Shoppers try on items like clothes and shoes in-store, but also browse online to complete their purchases. 
 
With more undecided shoppers, marketers have a chance to win parents over by focusing on convenience, availability, and fast delivery.
 
 
3. Invest in Value-added Items
 
Back-to-school shoppers prioritize items that boost academics or social appeal. 
 
Devices that support learning are key purchases. Socially desirable items, like character-themed accessories in Asia, also attract attention. For example, the collectible “labubu” plush has seen peak search interest.
 
 
4. Health and Wellness Drive Evolving BTS Shopping Trends
 
Classic back-to-school items like clothing and supplies remain vital, but spending trends are shifting.
 
Health and wellness now drive purchases. Beyond pencils and backpacks, BTS shopping includes vitamins, healthier snacks, self-care products, and emotional wellness support.
 
 
5. BNPL is Empowering BTS Budgets with Flexible Payments
 
Back-to-school shopping is a financial juggling act, but buy now, pay later (BNPL) services are transforming how families manage costs.
 
For many, BNPL is key to affording quality items without straining budgets. Retailers are responding by offering flexible payment options both online and in-store. 
 
 
6. AI-Driven BTS Shopping for Gen Z
 
In 2025, algorithms predict your back-to-school (BTS) purchases before you decide. Shopping is less about browsing and more about personalized understanding.
 
Gen Z, particularly college students, relies on AI tools for quick, tailored decisions. Winning brands focus on delivering smarter, not more, choices.
 
 
How to win these back-to-school shoppers in 2025?
 
1. Leverage Google and AI Tools to Reach Buyers
 
Over 1 billion daily Google searches power shopping, with 80% of Gen Z using Google to discover, browse, research, and buy back-to-school items.
 
Capture this audience by leveraging Google's Merchant Center with AI-optimized product feeds, displaying live inventory, prices, and deals to attract undecided shoppers. These tools ensure your brand connects with shoppers at every step, from inspiration to checkout.
 
 
2. Harness Social Media Platforms and Influencers
 
Parents are increasingly turning to social media for their shopping needs. In fact, a third of parents use these platforms to research products, and one in eight plan to make a purchase directly on social media. From browsing deals on Facebook Marketplace to clicking on Instagram ads and exploring TikTok Shop, social media is a key shopping destination.
 
To boost sales, make it easy for influencers to tag your products in their videos, Shorts, or livestreams. Displaying key details like the product's price can encourage viewers to buy.
 
 
3. Winning with Convenience
 
Parents are busy, and anything you can do to make their shopping experience easier will likely earn their loyalty.
 
In your marketing, highlight features like store locator tools, same-day delivery, and buy online, pick up in-store (BOPIS) options to show parents how you can save them time and hassle.
 
 
4. Meet Users Where They Are
 
Users are focused on value, prioritizing needs, and making every dollar count. Marketers can respond by leading with bundles, promotions, and tiered pricing strategies that appeal to tighter budgets without sacrificing quality.