Back-to-school 2025 is officially in motion. According to the NRF, 26% of consumers started shopping by early June, and more than half had begun by July. But despite the early momentum, over 85% of shoppers still have most of their purchases ahead – which means now is the time to influence carts and drive revenue.

Whether your brand is targeting K–12 families or college-bound students, the entire summer season brings an opportunity to drive engagement, build brand loyalty, and capture revenue when you show up with the right school days message at the right moment.

Let’s break down what’s different this year, and how you can use Listrak to make the most of it.

What's Driving 2025 Back-to-School Behavior

Budgeting is intentional.

Nearly 3 in 4 back-to-school shoppers expect to spend the same or more this fall, and more than 1 in 3 parents anticipate spending more than they did in 2024 (eMarketer). While spending levels will be high, shoppers are approaching their purchases with greater scrutiny – prioritizing value, searching for deals, and carefully timing when and where they buy.

Buying is happening in waves.

Early birds are grabbing essentials in June and July, but many plan to fill in the gaps in August – closer to the first day of school, once they get the teacher’s supply list or after college move-in. This staggered behavior creates multiple opportunities to engage and convert.

Sustainability matters.

Older students are seeking environmentally responsible options – like secondhand gear and durable goods. Don’t overlook the impact of messaging that emphasizes sustainability and long-term value.

Mobile-first and omnichannel experiences are happening

Shoppers are researching, browsing, and buying across email, SMS, apps, marketplaces, and in-store. Make sure you are delivering a seamless, connected experience, with personalized recommendations, and timely reminders across touchpoints.

5 Strategies to Maximize Engagement and Revenue

1. Start Smart with Triggered Campaigns

‍Set the stage with timely automated flows. Use behavioral triggers to send:

• Back-in-stock alerts for high-demand items
• Price drop notifications for budget-conscious parents
• Browse and cart abandonment messages with school-themed urgency

Listrak’s cross-channel orchestration ensures that your email and SMS are working together to convert.

2. Make It Personal

‍Go beyond “Back-to-School is here” blasts. Use segmentation to tailor your campaigns to:

• K–12 parents vs. college students
• New shoppers vs. returning back-to-school shoppers
• High-spending households vs. budget-sensitive buyers

You can even use predictive intelligence to recommend products based on past behavior or household profiles.

3. Lean Into Value Messaging

In a tighter economy, shoppers are asking: Do I really need this? Value-driven messaging addresses that question head-on by highlighting usefulness, convenience, and smart spending.

• Bundles: “Everything they need for Day 1, all in one place” “Smart Savings on School Essentials”
• Countdowns: “Only 2 weeks until school starts. Get the gear they need.”
• Urgency Copy: “Last call for this year’s school must-haves”

4. Extend the Season with Post-Start Promotions

‍Plenty of families make secondary purchases after the first day – especially for clothing, teacher supply lists, and tech accessories. Keep the conversation going:

• “What they forgot on Day One - now 20% off”
• “Back in School, But Still Stocking Up”
• “Campus Arrived. Dorm Still Missing a Few Things?
• “Don’t Miss These School Year Must-Haves”

Use Listrak’s dynamic content blocks to switch up the message in real time based on where a customer is in their journey.

5. Close the Loop with Real-Time Data

‍Tap into Listrak’s analytics dashboard to track campaign performance, optimize subject lines, and identify where shoppers are stalling in the funnel. Use A/B testing to continuously improve copy, creative, and timing.

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Back-to-school 2025 isn’t just about school supplies – it’s about presence, personalization, and precision. As consumers shift toward budget-conscious, tech-savvy, and value-driven behaviors, retailers need to meet the moment with smarter strategies, data-backed execution, and cross-channel experiences.

Want help planning your Back-to-School strategy? Reach out to your Listrak account manager.