[eBook] 92 Marketing Leaders Betting Big on Back-to-School 2025

Q2 might feel a little early to be talking about backpacks, lunch boxes, and dorm décor—but in the world of brand planning, it’s exactly the right time to start thinking back-to-school. For marketers, media sellers, and anyone who plays in the seasonal spend game, this quarter is prime time to strategize, pitch, and lock in campaigns before the summer scramble begins.

So sharpen your pencils, marketers. It’s officially BTS planning season.

In 2024, US consumers demonstrated robust spending during the back-to-school season

• Families with K-12 students spent approximately $38.8 billion, while those with college students contributed around $86.6 billion. ​
• The average household planned to spend about $875 on BTS items.
• A significant 74% of consumers preferred shopping in physical stores for BTS items.
• While in-store shopping dominated, online channels played a crucial role. Many consumers utilize buy online, pick up in-store (BOPIS) services.
• Between July and mid-August 2024, advertisers spent an estimated $50 million on BTS campaigns, marking a 35% increase from the previous year.
• Approximately 66% of consumers aimed to complete most of their BTS shopping by the end of July, emphasizing the need for early and impactful marketing efforts.

Given these insights, Q2 is the critical window for brands to set the stage for back-to-school success.

This is when marketing teams align budgets, lock in strategy, and coordinate cross-functional efforts to ensure campaigns are on track for late summer launches. Early planning allows for more strategic budget allocation, tailored messaging based on evolving consumer behaviors, and more substantial internal buy-in. It also gives brands first dibs on premium advertising placements—whether that’s a top-tier TikTok creator, a coveted digital media slot, or prime in-store signage. 

With more shoppers blending physical and digital experiences, Q2 is the perfect time to map out omnichannel campaigns that seamlessly meet customers wherever they are. As we look ahead to the 2025 BTS season, the lessons from 2024 point to one clear takeaway: the brands that plan now are the ones that will stand out later.

Here’s a preview of the 2025 back-to-school spenders on our radar:

1. Discount Grocery Disruptor: A fast-growing retailer is expanding nationwide with 225 new locations and ramping up digital campaigns to win over budget-conscious families this back-to-school season.
2. Wellness Energy Innovator: A leading zero-sugar energy drink brand is fueling a post-acquisition glow-up with influencer campaigns, retail activations, and a bold return to digital.
3. Coffee Culture Icon: A beloved coffee chain is pairing pop star power with loyalty app perks and social-first campaigns to keep Gen Z energized this fall.
4. Sneaker Retail Reinventor: A heritage sneaker brand is revamping 800 stores and betting big on immersive retail and influencer partnerships to stay culturally relevant.
5. Athleisure Essentials Brand: A legacy apparel company is stepping into the activewear game with a new collection and sports-forward storytelling aimed at Gen Z and millennial shoppers.

The experts at Winmo expect to see these brands flesh out their back-to-school campaign strategies, update their agency rosters, and hunt for new marketing channels over the next 3-5 months.

In this eBook, you’ll access the insights Winmo customers implement on a daily basis, including:

• 92 marketing leaders from high-profile brands with unique marketing opportunities for agencies.
• Contact info to ensure you reach the right person the first time.
• Opportunity analysis tailored to different seller types.
• Spend details, audience demographics, and insights to fuel your outreach.

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