Some students have already started their school year, but the back-to-school shopping season is far from over. In fact, over a third (34%) of families begin their back-to-school shopping in August, according to recent data from ad platform GumGum.

• Nearly half of K-12 (47%) and college (41%) shoppers start their purchases three weeks to a month before school starts, per the National Retail Federation (NRF).
• Another fifth of K-12 and college shoppers start one to two weeks out, per the NRF, meaning late-summer digital presence is essential for converting high-intent shoppers.

Since back-to-school shopping is more digitally driven than any other major retail period, retailers wanting to boost their sales need to prioritize online channels.

• Ecommerce is capturing a larger share of back-to-school sales than the holiday season or even overall retail—and it’s growing faster, too, according to an EMARKETER forecast.
• Online is the top shopping destination for K-12 (55%) and college (48%) shoppers this year, according to NRF data.
• 40% of back-to-school shoppers plan to shop more with online retailers in 2025, according to a recent report from Yahoo DSP.

Search is crucial for college-bound students and their families—online search is the top inspiration source for back-to-college shopping, with over half (52%) of adults using it to guide their purchases, per NRF.

• Search interest in college-related products surges in early August and continues through the end of the month, according to the Yahoo DSP report.

Retailers should consider keeping their sales going well into September, as 1 in 5 college students take a more spontaneous, “shop-as-needed” approach, per Yahoo DSP.

What retailers should do now

Here are three ways retailers can capitalize on back-to-school shoppers’ digital preferences to get them spending in August.

1. Invest in search—both SEO and paid. Make sure your products, content, and offers are visible in high-intent search moments, especially college-related terms.

2. Prioritize mobile and seamless ecommerce. Parents want a fast, frictionless shopping experience. Optimize your mobile site and app for speed, ease, and personalization.

3. Target last-minute shoppers with urgency-based messaging. Back-to-school isn’t over after August 1. Use countdowns, expedited shipping offers, and bundle deals to convert late shoppers in the final weeks before school starts.

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