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Instant Intelligence: The back-to-school shopping rush is already underway

A new survey shows that 77% of parents and 70% of college students start back-to-school shopping before August. 

Illustration of a shopping cart with backpacks under a striped beach umbrella, placed on a smartphone screen resembling a beach towel, symbolizing online back-to-school shopping.

The back-to-school shopping season is already in full swing, with new research showing that the majority of parents and college students begin shopping well before the traditional end-of-summer rush. 

Fifty-two percent of college students and 48% of parents surveyed admit to worrying about back-to-school shopping expenses. Despite tariffs giving Americans a reason to pay closer attention to prices, 65% of students and 75% of parents say the return to school is an opportunity to treat themselves or their children. 

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What we found: The Trade Desk Intelligence and market research firm Appinio surveyed 150 parents of school children (ages 6 to 17) and 150 college students in May 2025 to understand their back-to-school shopping plans for the 2025 – 2026 academic year. The findings show that shoppers are spending more, expecting quality, and leaning on digital ads to guide their purchases.1 

Key findings

%
of parents begin back-to-school shopping before August.
%
of college students begin back-to-school shopping before August.
%
of parents say they use BTS as an opportunity to treat themselves or their children.

What it means: Today’s back-to-school shoppers are starting earlier, spending more time online, and making purchase decisions across a longer window. Because of the current economic climate, 55% of back-to-school shoppers plan to buy higher-quality, longer-lasting items, suggesting premium positioning can still win in a value-driven season. Marketers who align their strategies to this extended shopping period will be better equipped to capture intent as it builds with digitally connected, deal-driven shoppers across the open internet. 

Sources: 
1. The Trade Desk Intelligence and Appinio, Back-to-School Shopping Research, U.S., May 14 – 18, 2025. 
2. EMarketer, U.S., February 2025. 
3. GWI, U.S., Q1-Q4 2024.