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Back-to-School 2025: What Retailers Need to Know
August 11, 2025
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Back-to-school season is one of the biggest shopping events of the year and in 2025, it’s starting earlier than ever. While kids are still enjoying their summer break, many parents are already checking items off their school shopping lists.
For retailers, this is your time to shine. Whether you run a boutique, an electronics store, or an online store, here’s what the data from the Retail Council of Canada (RCC) and National Retail Federation (NRF) and Abacus Data tells us and how you can stay competitive.
Back-to-School Shopping Starts Earlier Than Ever
According to the RCC, around 37.1 per cent plan to make their purchases two to four weeks before schools start, up from 29.5 per cent in 2023, suggesting a shift toward earlier preparation. Many families are trying to avoid last-minute rushes and spread out their expenses over time. Others are worried about potential price increases or limited inventory.
What this means for you: Start promotions early and stay visible throughout the season.
Total Spending is Up
According to the RCC, a notable 85.7 per cent of individuals plan to spend the same amount or more, with 56.3 per cent maintaining last year’s budget and 29.4 per cent planning to increase it.
But here's the catch: parents are more strategic than ever. Many are comparing prices online, prioritizing value, and even choosing refurbished or secondhand items to stretch their dollars.
What this means for you: Shoppers are willing to spend but only if you offer the right value.
Tip: Highlight bundles, long-lasting quality, or multi-use products in your marketing. Offering buy-now-pay-later options or price-match guarantees can also win trust.
Essentials are in, Extras are out
This year, families are focused on the basics. Core categories like clothing, shoes, basic school supplies, and budget-friendly tech are getting more attention than trendy accessories or luxury add-ons.
What this means for you: This isn’t the year to bet big on novelty items. Focus your inventory and marketing on everyday essentials and bundle them for convenience.
Tip: Create themed bundles like “First Day Essentials,” “Locker Kit,” or “Budget Tech Starter Pack.” Promote them as grab-and-go or one-click add-to-cart options.
Omnichannel is a Must
More than 80 per cent of shoppers are using a mix of online and in-store options. Parents are researching online, visiting stores to check out items in person, and using flexible options like Buy Online, Pick Up in Store (BOPIS).
What this means for you: If you're not offering a seamless experience between your website and your storefront (or pickup counter), you could lose business.
Tip: Make sure your inventory is synced across channels and that your BOPIS process is simple and fast. Bonus: promote your in-store pickup option during checkout!
Flexible Payments Drive Conversions
According to Abacus Data, about 16 per cent will use buy now pay later options. With inflation still a concern for many households, flexible payment tools like buy-now-pay-later are seeing renewed interest, especially for big-ticket items like electronics and footwear.
What this means for you: Giving customers the ability to break up payments can help close the sale, especially online.
Tip: Partner with providers like Installments Enabled by Visa to offer instalment options. Clearly advertise this at checkout and on product pages.
Sustainability Matters More Than Ever
As per NRF, a whopping 71 per cent of consumers say sustainability impacts their purchasing decision. That includes everything from eco-friendly packaging and materials to used or refurbished products.
What this means for you: There’s a growing market for businesses that make sustainability easy and accessible.
Tip: Offer eco-conscious options where possible like reusable lunch boxes, organic cotton clothing, or certified refurbished electronics. And make sure your sustainability story is visible online and in-store.
Buy Canadian, Support Local
Support for local shopping is on the rise. According to a recent survey by Interac Corp., nearly 79 per cent of Canadians feel that supporting local businesses is more important now than it was a year ago. Additionally, 68 per cent believe their personal spending choices directly influence their local community. About 53 per cent are willing to pay an additional $5 for locally made products, while 33 per cent would go as far as spending $10 more.
What this means for you: Highlight your Canadian roots. Consumers are actively looking for ways to support local and make it easy for them to choose you.
Tip: Use clear “Made in Canada” or “Locally Made” tags across your website, social media, and packaging. Share behind-the-scenes content about your team, local sourcing, or Canadian-made processes to build trust and emotional connection with shoppers.
Social Commerce is Rising
Shoppers, especially younger parents, are turning to platforms like Instagram, TikTok, and Facebook to discover deals, compare options, and even shop directly.
What this means for you: Be where your customers scroll.
Tip: Post short videos or reels showcasing your products in use (think: “first day of school” outfit reveals or “what’s in my backpack” unboxings). You can also promote back-to-school contests or giveaways to boost engagement.
Parents Are Shopping for Themselves, Too
According to NRF, nearly 50 per cent of parents are treating themselves while back-to-school shopping. Whether it’s clothing, coffee, or small self-care items, they’re using this time to indulge just a little.
What this means for you: There’s a cross-sell opportunity hiding in plain sight. Think beyond the kids.
Tip: Run “Parent Perks” promotions like a free gift with purchase, mom-dad bundles, or a “back-to-work” essentials section on your website. Feature this messaging clearly in-store or in your email marketing.
Tutors, Home Learning, and Hybrid Schedules
Even as schools return to full-time in-person instruction, many parents are still investing in at-home learning tools, ergonomic furniture, and tutoring services.
What this means for you: There's a growing niche beyond basic supplies, especially if you sell books, tech, or home office products.
Tip: Showcase products like study desks, noise-cancelling headphones, whiteboards, and educational games as “homework helpers” or “learning boosters.”
Discount Shopping is a Strategy, Not Just a Budget Move
Customers aren’t just looking for the cheapest deal—they’re strategically comparing prices across platforms. Many are browsing multiple retailers before checking out, especially for larger purchases.
What this means for you: Your competitors are just one click away. Make your offer count.
Tip: Include price comparisons in your ads or email marketing. You can also offer price guarantees or first-time customer discounts to seal the deal.
Shoppers Want Fast, Predictable Fulfilment
Free shipping is great—but fast, reliable delivery is better. Late deliveries during back-to-school season are deal breakers.
What this means for you: Even if you can’t offer next-day shipping, you can offer peace of mind.
Tip: Be upfront about delivery times and offer in-store pickup, curbside pickup, or expedited shipping options wherever possible.
Make the most of Back-to-School 2025
Back-to-school 2025 is already in full swing, and the season is longer, more digital, and more value-driven than ever before. The good news? You don’t need to overhaul your entire business to keep up. Smart adjustments—like launching promotions early, refining your online experience, or offering sustainable options—can make all the difference.
Stay connected to your customers, keep your messaging clear, and make it easy for parents to choose you. With the right approach, you’ll be top of mind for every lunchbox, backpack, and first-day outfit they’re shopping for.
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