Insights, Marketing Strategies

How Retailers Can Stand Out this Back-to-School Season

Back-to-School shopping is kicking off earlier than ever this year. According to the National Retail Federation, 67% of back-to-school shoppers had already started their shopping by early July, up from 55% last year and the highest early-start rate NRF has recorded since 2018.

This isn’t just a shift in behavior – it’s a response to real concerns. Over half of families (51%) say they’re shopping earlier specifically to avoid price increases due to tariffs. Still, most aren’t finished: 84% say they still have at least half of their shopping left to do. They’re holding out for better deals (47%), awaiting school lists (39%), or spacing out their spending to manage budgets (24%).

That means brands still have time to engage.

Economic Pressures Are Fueling Strategic, Budget-Conscious Shopping

Although inflation continues to cool, economic uncertainty still looms, and consumers are making intentional trade-offs. Many families are cutting back in other areas, buying used or refurbished, or leveraging Buy Now, Pay Later (BNPL) to stay within budget.

Shoppers are also strategically timing their BTS hauls to align with summer sales events like Prime Day, Walmart Deals, and Target Circle Week, with 82% planning to use these moments to shop for school-specific items.

Total Spending Is Rising, But Growth Is Uneven Across Income Levels

Despite slight decreases in average per-household budgets, total spending for Back-to-School 2025 is expected to rise. Families with K–12 students plan to spend an average of $858.07, down slightly from last year, but with more shoppers participating, total spending is projected to reach $39.4 billion. Electronics and clothing continue to be major drivers, followed by shoes and school supplies.

For college students and their families, average spending is expected to dip to $1,325.85, yet total spend is set to hit $88.8 billion, up from 2024. Electronics top the list of college essentials, with strong spending also going toward dorm furnishings, clothing, food, and personal care.

As noted by the NRF, the increase in spending is largely fueled by higher-income households, while lower-income families are pulling back, reinforcing the importance of flexible offer and pricing strategies.

Four Ways to Win This Back-to-School Season

Yes, BTS is a major retail moment, but it’s also the foundation for Q4 success. Here are four ways brands stand out this BTS season:

1. Don’t Race to the Bottom. Offer Value, Not Just Discounts

Families are looking for savings, but constant discounting isn’t sustainable for brands. Over-reliance on discounts can:

• Erode margins
• Devalue the brand
• Encourage deal-chasing rather than loyalty
• Train consumers to wait for markdowns

Instead, offer value-based incentives that protect your pricing strategy while still giving shoppers a reason to convert. These include:

• Cash Back
• Pre-launch access
• Free shipping
• BOGO offers
• Gifts with purchase

These tactics deliver the sense of savings and value without undercutting your brand.

2. Stack Incentives for Maximum Appeal

Brands that combine multiple forms of value are winning this season. Whether it’s Cash Back + BNPL, free shipping + loyalty points, or BOPIS + exclusive discounts, stacked incentives remove friction and boost conversion.

Consumers are especially open to financing options like Buy Now, Pay Later this year as they try to stretch budgets while still checking off every item on their list.

3. Be Present Across Channels. Omnichannel Is Not Optional

With 55% of K–12 and 48% of college shoppers turning to online, and many also relying on department, discount, and clothing stores, brands must deliver a cohesive omnichannel experience.

This isn’t just about convenience – it’s about presence. The more places shoppers see your brand (across devices, stores, and moments), the more likely they are to engage and convert.

4. Amplify with Media to Capture Shoppers

Remember: 84% of BTS shoppers still have half their lists left to complete. And 47% are waiting for better deals.

Rakuten media, especially when combined with promotions, is a proven driver of both brand discovery and purchase intent. Media helps spotlight your BTS offerings across Rakuten, creating multiple touchpoints that reinforce your offers.

Build Loyalty Now to Win in Q4

Back-to-School 2025 is evolving. Shoppers are savvier. Budgets are tighter. And loyalty is up for grabs.

By offering meaningful value, meeting customers across every touchpoint, and timing your strategy around how and when people shop, your brand can attract buyers now and keep them coming back through the end of the year.

Work with a Rakuten Representative to plan your back-to-school strategy.