How Retail Marketers Can Score Straight A’s in the Back-to-School Season

By Allie Naughton, Director, Strategy & Insights, Listrak

Summer temperatures may still be soaring, but for retail marketers, the back-to-school season is in session.

Back-to-school is a major retail moment and one of retail’s most significant summer shopping events.  Combined back-to-school and back-to-college spending exceeded $128B in 2025 and strong consumer spending is anticipated and year-over-year growth is projected for 2026, making it a season of opportunity for marketers.

Sometimes it seems that back-to-school shopping comes earlier each year, and this year, it might be true: Amazon’s Prime Day has become a key back-to-school shopping event, and its shift from July to June this year is expected to accelerate demand earlier in the season, pushing up the entire back-to-school shopping calendar. 

Plus, with 67% of shoppers beginning shopping before the peak season, it is even more critical that marketers start messaging shoppers sooner.

Strategies that score high marks across sectors

For parents and students, spending extends well beyond school supplies, spanning apparel, footwear, technology, beauty, and home, making the season a key one for marketers across retail sectors. Focus on cross-sector strategies such as:

• First-Day Fits: Focus on new apparel, footwear, and accessories that help students start the year with confidence, showcasing complete looks and outfit inspiration. Use social proof and UGC to drive purchase confidence, leverage purchase history to recommend new sizes, styles, and seasonal wardrobe updates
• Technology Upgrades: Laptops, headphones, tablets, and productivity tools remain key seasonal purchases. Position products around productivity, studying, and organization, and highlight AI-powered learning, productivity, and study tools as demand continues to grow
• Teacher Appreciation: Think beyond students and parents to reach educators preparing for the school year. Highlight classroom must-haves and organization solutions, and promote educator discounts and benefits across channels to increase awareness and engagement.
• Dorm Move-In:  College dorm room shopping is a major spending driver for home, organization, bedding, décor, and technology. Build collections around room themes and move-in checklists, simplify decision-making with curated dorm bundles, and follow up after move-in with personalized recommendations.
• Fall Sports & Activities: Organize products by sport, activity, or season, and feature performance-focused gear and team essentials. Plan ahead to align campaigns with registration deadlines, tryouts, and season kickoffs.
• Building routines: Lots of brands, no matter the vertical, lean into routine building as a core back to school focus as families get back to the routine of school.

Go to the head of the class

From fashion to sports equipment, technology and more, back-to-school is a big shopping moment for retailers across multiple sectors.  With the school shopping season starting earlier than ever, and with increased year-over-year growth anticipated, marketers who do their homework now will receive high marks in Q3 sales.

About the author

Allie Naughton is Director, Strategy & Insights at Listrak, the cross-channel marketing platform serving leading retailers and brands, which recently launched its Back-to-School Playbook.