We sat down with Dylan Allen, Director of Paid Media at Highlands, to talk about what brands should expect for the 2025 back-to-school season and how to prepare. While some uncertainty remains around education budgets within the US, strong demand is still expected across key categories. From structuring promotions to refining digital strategies, Dylan shared insights on how brands can position themselves for a successful season.
Expect Business as Usual – with a Few Exceptions
There’s been an ongoing conversation about the uncertainty of government funding for education systems for the US in the months ahead. But in the short term, schools still have budgets they’re ready to spend.
“We don’t expect a drastic shift overall,” said Dylan. “There may be some softness in specific areas, but for key categories, it’s business as usual.”
That means brands shouldn’t hesitate to build out their strategies – just be thoughtful about where demand may slow and how to stay agile.
Build Promotions with Purpose
Back-to-school shopping is driven by habit, and timely promotions play a big role in shaping where consumers spend. Brands should focus now on structuring their offers for impact.
“Start thinking through your bundles, flash deals, and incentives early,” Dylan advised. “These promotions are what drive volume during key windows.”
Offering curated bundles, like backpacks paired with lunchboxes, or time-sensitive discounts can boost urgency. Don’t overlook perks like student or teacher discounts, free gifts with purchases, or giveaways that build excitement.
Strengthen Digital Foundations
With more families shopping online or researching ahead of time, digital strategy remains central.
“Your paid media strategy needs to be in place well before the season ramps up,” said Dylan. “That includes making sure your retail media campaigns are fully funded and targeted.”
Whether you’re selling through major platforms like Amazon or Walmart, or driving traffic to your own site, make sure your product listings are optimized and your campaigns are geared toward high-intent search terms. Supporting content, like back-to-school guides or checklists, can also help drive engagement and build trust.
Focus on Convenience
More than ever, convenience is a top priority for shoppers balancing busy schedules and long to-do lists.
“Parents are looking for quick, easy wins,” said Dylan. “That means free shipping, buy-online-pickup-in-store, and a smooth omnichannel experience.”
Make sure your online and in-store experiences are consistent, with inventory visibility, flexible fulfillment options, and clear communication throughout the path to purchase.
Back-to-school season remains a key sales period, and preparing the right digital strategy is important. For assistance with back-to-school planning, reach out.
