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Back-to-school isn’t just a shopping season. It’s a signal—a barometer of family priorities, economic realities, and cultural norms. As the 2025 school year begins, Zamplia set out to understand how real families are adapting. What are they buying? Where do they shop? How are inflation and new retail realities reshaping the journey? Our latest study, powered by Zamplia’s AI-routed, quality-first platform, delivers a pulse check you can trust.
Key Takeways
- Families are more price-conscious than ever, with discounts and promotions driving most back-to-school shopping decisions.
- Planning starts early, with most families beginning in July and spreading purchases strategically across months.
- Omnichannel shopping is the new norm, blending online convenience with in-store confidence.
- Kids are highly influential in purchase decisions, especially around brand, style, and tech.
What Makes This Study Different
Traditional surveys often guess at “the why.” Zamplia’s agile platform doesn’t just collect responses—it delivers real data, real reach, and real confidence. Our system leverages over 1,800 profiling points, advanced AI checks, and global sampling power.
For this study, that means:
- 210 carefully qualified household decision-makers
- Real-time sample quality verification on every survey
- No bots, duplicates, or “professional” respondents—just quality voices
School Season: More Than a Calendar Date
For over half of all families, the return to school isn’t just a change in the schedule—it’s a major shift in pace, routines, and priorities. Our research shows that for 54%, back-to-school marks the most significant seasonal transition of the year, with only a handful saying it passes by unnoticed.
Feelings on Back-to-School
Why Value, Price, and Promotions Rule in 2025
Budget pressures are front and center. Nearly 9 in 10 families tell us that prices, deals, and product value shape every decision—they’re not just looking to buy, but to buy smart. The days of impulse, convenience-only shopping are over:
- 83% say discounts and promotions are crucial to their planning
- 61% never shop back-to-school without seeking a sale
- Most will compare prices across multiple channels before checking out
Top Shopping Decision Factors
Shopping Isn’t Last-Minute—It’s Strategic
Gone are the days of last-minute dashes for notebooks and supplies. Families today are planners:
- Over one-third (36%) begin shopping as early as July
- Another half (50%) spread purchasing across July and August for maximum flexibility and deal-hunting
- Only a tiny minority leave things to September or have no set schedule
The New Retail Reality: Shopping Is Omnichannel
Today’s back-to-school shopping is equal parts digital and physical. Half of all shoppers blend online with in-store experiences, seeking both convenience and touch-and-feel confidence. Walmart, Amazon, and Target are top destinations, but specialty and brand stores (Nike, Apple, etc.) remain strong for category-specific needs.
Kids Call the Shots (More Than You Think)
Forget the solo parent shopper. Today’s “back-to-school” is a family project:
- 95% of households involve their children—with more than half letting kids drive most of the item selection
- Kids are active co-decision-makers, influencing brands, styles, and tech
Inflation Is the Unseen Influencer
Economic realities are impossible to ignore. This year:
- Over three-quarters (78%) of families say rising costs have reshaped their plans
- Nearly half expect to spend more than last year, due almost entirely to price hikes rather than increased need
Key Takeaway: The Smartest Brands Are Agile, Not Assumptive
Families are discerning, price-conscious, and eager for value. They’re planning ahead, engaging kids at every step, moving seamlessly between online and offline channels, and letting promotions shape their decisions.
Zamplia’s agile research platform ensures every data point is verified and actionable—no guesswork, just real consumer perspectives, delivered at speed.
Curious how your category or target segment is adapting for the new school year? Ready for research with integrity, reach, and clarity? Connect with Zamplia to power your next big decision with the industry’s most reliable audience insights.
Study conducted August 2025 by Zamplia. Contact us for custom research, a detailed data cut, or a private briefing tailored to your business need.