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Get ready to cash in on one of the biggest shopping events of the year.
From busy millennial parents to Gen Z students, back-to-school means everyone’s hunting for the best deals on supplies and everyday school essentials.
For print-on-demand sellers, this is your moment to shine. Mid-summer to early fall is prime time to drive sales. These 15 back-to-school marketing strategies will help you attract shoppers with custom backpacks, apparel, and irresistible back-to-school bundles.
Key takeaways
- Launch your back-to-school campaign in July to target both early birds and last-minute shoppers.
- Combine school essentials into themed product bundles for teachers, parents, and students to increase average order value.
- Market your offers across email, social media, and store banners for stronger visibility. Partner with creators who have an active audience of Gen Z students or busy parents.
- Use SEO terms like “back-to-school supplies” and “back-to-school sales” to attract high-intent traffic.
- Add urgency with flash deals, countdowns, and “limited stock” messaging to drive impulse buys.
Back-to-school consumer trends
Let’s look at some shopping statistics to help maximize your back-to-school promotion ideas.
Every year, back-to-school shoppers increase their spending by billions. In 2024, people spent around $40 billion on school supplies, surpassing every other niche during that time.
This year, 85% of parents say they’d splurge on their child’s must-have school products, and more than half plan to pick up a few things for themselves too.
Many consumers wait for holiday season discounts to do their shopping. This is your chance to reach a new target audience and delight existing customers with exclusive deals on school products.
Not convinced yet? These back-to-school sales stats might just seal the deal.
- The average US household spent $875 on school items in 2024.
- In 2025, 21% of purchases are expected to happen online.
Parents plan to spend an average of $253 for school apparel per child.
- The global eLearning market is expected to reach $848 billion by 2030, increasing demand for ergonomic products like chairs and mousepads.
- 35% of shoppers turn to social media posts to find the best back-to-school deals when shopping online.
And with fashion being the second-largest online shopping category worth $760 billion, it’s crucial to keep an eye on online shopping trends and use them in your back-to-school marketing campaigns.
The best back-to-school marketing strategies
Here are the top 15 strategies for the back-to-school season that’ll help you boost engagement and sales for bigger profits.
1. Start your back-to-school campaign on time
Start early and research when the back-to-school season starts in your market region. Even in the US, the first day of school varies from state to state.
Most school shoppers plan to look for supplies and essentials from July to early August. A good rule of thumb is to launch your campaign in early July for the broadest reach of potential customers.
However, the school year begins at different times across countries. Here are some key regional differences:
- Australia and New Zealand – The back-to-school season starts in late January to early February.
- Canada – Back-to-school kicks off in early September across most provinces.
- Europe – Dates vary, but most countries start between mid-August and mid-September, with longer summer sales in places like Germany.
Use our eCommerce calendar to never miss important sales dates and plan your marketing campaigns early.
Strengthen your back-to-school marketing campaign by researching and defining your target audience.
- Students – Promote trendy items like custom backpacks and apparel on TikTok. Focus on aesthetics, self-expression, and what’s “in” this school year.
- Parents – Emphasize practical product bundles for young children and market via Facebook ads and email. Highlight affordability and stress-free prep.
- Teachers and academic professionals – Offer exclusive discounts on classroom decor, planners, or personalized gear.
- Relatives and gift-givers – Position products like custom notebooks and tote bags as thoughtful presents. Add “giftable” tags to convert.
2. Launch back-to-school products
As the new school year begins, stock your virtual shelves with everything local schools, parents, and students might need.
Electronics, clothing, accessories, and shoes make up the largest share of the back-to-school shopping category expenses – making these a must-have for your store.
Browse trending products for back-to-school essentials like backpacks, notebooks, stationery, and lunch boxes. Pair these with custom best-selling t-shirts, journals, socks, and tote bags for an easy upsell.Want to target eco-conscious back-to-school shoppers? Ergonomic mouse pads and eco-friendly school essentials are sure to stand out.
3. Create back-to-school bundles
Offer the ultimate back-to-school bundle to give your customers everything they need for the new year. It’s a win-win situation – you sell more products, while they save time and get a great deal.Promote your school bundles as a budget-friendly way to gear up and save money. They’re bound to attract last-minute shoppers.
4. Update your storefront to match the seasonal aesthetic
Give your online store a refresh to match the back-to-school aesthetic. Update your homepage with banners, colors, and messaging that reflect the buzz of the upcoming academic year.
Feature back-to-school products, promotions, and seasonal bundles front and center to boost visibility and conversions.
Need inspiration? Try these timeless visual themes.
- Classroom vibes – Chalkboards, notebooks, and handwritten fonts.
- Fall mood – Warm colors and autumn leaves.
- Academic energy – Calendars and countdowns to the first day.
- Campus life – Lifestyle shots in courtyards and libraries.
- School supplies – Aesthetic flat lays of rulers, pencils, tech gadgets, and lunch boxes.
5. Organize a sales event, contest, or challenge
Nothing entices consumers more than the promise of a free prize.
Back-to-school sales are an excellent opportunity to drive user-generated content and positive reviews from happy shoppers for better visibility.
- Organize a photo or video contest encouraging customers to showcase your products in action – think first-day outfits or custom school gear.
- Offer a freebie or discount for shoppers who spend over a certain amount or purchase from your back-to-school collection.
- Invite customers to share their purchases on social media and tag your brand for a chance to be featured or win a reward.
These campaigns will help increase your sales by creating buzz and a sense of urgency during the back-to-school season.
Let customers personalize their own product for a back-to-school item they’ll cherish year after year. Learn more about setting up personalization with Printify.
6. Follow trends
Back-to-school season is a goldmine for viral content. From TikTok trends and trending challenges to meme-worthy moments, tapping into the right trends can get your brand in front of thousands (or even millions).
Use popular formats to show off your custom backpacks, notebooks, or personalized school supplies in action. Whether it’s a back-to-school glow-up or a funny “first day vs second week” meme, trends make your products feel current, relatable, and shareable – everything your audience loves.
7. Create valuable resources
Seasonal content helps improve your store’s visibility, which is crucial for website search engine optimization (SEO).
Conduct keyword research to create valuable guides, lists, and how-to articles for customers. It’s a great way to build trust around your brand without spending any money.
- Shopping lists – Provide a list of the best back-to-school picks for parents and students.
- Survival guides – Recommend essential supplies that every student needs.
- eBooks and articles – Deep dive into topics on how to prepare for the new school year.
- Fashion lookbooks – Show the latest fashion trends for the new fall semester and plug your products.
- Educational resources – List the dos and don’ts of buying back-to-school supplies online.
8. Team up with an organization that supports education
Level up your back-to-school shopping campaign by teaming up with a worthy cause. Donate a portion of sales, sponsor a fundraiser, or launch a campaign tied to causes like teacher support, student workshops, or academic equity.
Purpose-driven marketing efforts build trust and brand loyalty, strengthen your brand, and help you stand out, especially when paired with exclusive back-to-school deals for supporters.
9. Offer special deals
Special offers are the backbone of any strong back-to-school marketing campaign. Great deals drive conversions and encourage repeat purchases.
Check out some of the options below.
- Percentage or cash-off discounts for individual products or bundles.
- Free shipping to reduce cart abandonment – factor the cost into your pricing.
- Promo codes shared via newsletters, social media posts, or partner sites.
- Student and teacher discounts to reach key shoppers.
- Special offers for returning customers based on purchase history.
- Last-minute deals to create urgency as classrooms open up.
These strategic discounts can help you reach more shoppers while keeping your marketing efforts competitive.
10. Include a gift with each purchase
Adding a small free gift with each order will make your customers glad they shopped with you instead of competitors. What’s more, it may even secure returning shoppers.
It doesn’t have to be grand – just meaningful enough to encourage future purchases and appeal to existing and potential customers. A custom bookmark, pencil case, or cool sticker pack shows shoppers you appreciate them – without breaking the bank.
11. Get in on influencer marketing
You might not know what’s trending with teens, what today’s parents actually need, and what’s on a middle-school teacher’s wishlist – and that’s okay.
Instead of trying to guess their favorite back-to-school items, partner with social media influencers who already speak your audience’s language.
Influencers can combine online trends and informational content for a strong product recommendation, which helps bring you more customers.
Here are some influencer content ideas for your back-to-school marketing campaign.
- Unboxings that highlight your product features.
- Fashion try-ons with your custom apparel and accessories.
- Budget-friendly hauls for cost-conscious families.
- Stationery must-haves for learning at home and in the classroom.
- Custom gifts and supplies teachers will actually use.
12. Organize a giveaway
Giveaways generate high engagement without breaking the bank. All it takes is a compelling prize, like a custom backpack or a beautiful stationery set.
A great example is Staples’ Restock Your Classroom giveaway, where teachers get a chance to win a surprise box with $500 worth of school supplies just by signing up.
Social media channels like TikTok and Instagram are great for experimenting with various giveaway offers. Make sure to have clear entry rules to drive visibility and engagement.
- Follows, shares, tags, and reposts to spread the word.
- Social media challenges featuring your products.
- Mini testimonials or reviews for a chance to win.
- Email signups to grow your list.
- Branded hashtags in user posts.
13. Offer coupon codes for future purchases
Keep the momentum going by offering coupon codes for future use. Many shoppers return for forgotten school supplies or last-minute essentials.Use discounts or free shipping promos to encourage repeat purchases, whether during or after the back-to-school season. It’s a simple way to increase customer satisfaction and boost long-term sales.
14. Create fun, interactive quizzes with shareable results
If your audience includes younger shoppers, get playful with your back-to-school promos.
Quizzes are a fun way to drive engagement and sneak in some product discovery.
Match potential customers with products that suit their personality, niche, or friend group with quizzes like “What kind of back-to-school shopper are you?” or “Which school aesthetic fits your vibe?”.
Make the quiz results entertaining and shareable for social media. Don’t forget to add a call to action that leads to your products or special deals for the season.
15. Create a back-to-school campaign newsletter
Fuel your back-to-school marketing ideas with engaging email content. A well-timed newsletter keeps your brand top of mind and drives traffic to your store.
Here are some high-performing content ideas.
- Exclusive discounts on back-to-school items like apparel and supplies.
- Product highlights for backpacks, notebooks, and tech gadgets.
- Shopping guides and top 10 lists for school essentials.
- User-generated content from happy shoppers.
- Bundle deals and limited-time offers.
- A back-to-school countdown with featured product drops.
- Loyalty rewards and personalized suggestions based on purchase history.
Regular email updates keep your audience engaged during the peak season, from mid-summer to early fall, right when they’re ready to buy.
Make it happen today!
20 Back-to-school marketing phrases and slogans
Want to boost back-to-school spending? Use these fresh and catchy back-to-school marketing slogans in your campaigns.
From email subject lines to social media captions, these phrases are designed to attract attention and spark sales all season long.
- New semester, new essentials.
- Prep for the school year like a pro.
- Backpacks packed. Savings stacked.
- Back-to-school. Styled your way.
- Rule the classroom in custom gear.
- The ultimate back-to-school haul starts here.
- School spirit? We’ve got you covered.
- Fresh fits for your school vibe.
- Your A+ back-to-school shopping list – sorted.
- From homeroom to dorm room. Smart gear starts here.
- Class starts. So do the savings.
- Back-to-school bundles built for busy parents.
- Style your day – from bus stop to laptop.
- Cool stuff for school stuff.
- Start fresh with back-to-school deals.
- Lessons in style (and savings).
- College-bound? Grab your campus must-haves.
- Best deals for the busiest season.
- Shop back-to-school like it’s a major.
- Supplies, style, and serious savings.
Back-to-school marketing: FAQ
A back-to-school promotion is a targeted offer, like discounts, product bundles, or giveaways, aimed at students, parents, and teachers for the upcoming school year.
These promotions help businesses highlight relevant products, stand out in a crowded market, and connect with high-intent shoppers during peak buying season.
The best time to launch your back-to-school marketing strategies is in early July, as many shoppers start looking for deals before August.
Starting as soon as possible means you can reach both early planners and last-minute buyers, giving your brand more opportunities to drive traffic and engagement.
Use a mix of in-store banners, email campaigns, influencer partnerships, and social media posts to spread the word.
Whether you sell online or in-store, creating timely promotions, using seasonal visuals, and targeting specific audiences are key to maximizing reach and results.
The goal is to connect with students, families, and educators to boost sales during one of the most important retail seasons of the year.
Successful back-to-school campaign ideas address key considerations like convenience, affordability, and relevance, helping shoppers find what they need fast while increasing brand visibility.
Profit with Printify this back-to-school season
Make the most of back-to-school spending by launching your own custom product line with Printify. Target students, parents, or teachers, and get all the tools to create, promote, and fulfill with ease.
Sign up
Create a free Printify account to access our Catalog and print-on-demand automation tools.
Pick products to sell
Browse over 1,300 amazing custom blanks for back-to-school, including apparel, accessories, shoes, and stationery.
Apply your designs
Head to the Product Creator to customize your picks with free graphics, fonts, and our AI Image Generator.
Sell and profit
Publish to your store, put some back-to-school marketing ideas to work, and leave the heavy lifting to us. Our Print Providers will manage production, packaging, and shipping. It’s that simple!
Final thoughts
The back-to-school shopping season is a huge opportunity to profit. Parents, teachers, college students – everyone’s on the hunt for value and convenience.
Kick off your back-to-school marketing campaign early with engaging content, limited-time offers, gift-worthy products, and fun giveaways.Make the most of this season with irresistible back-to-school promotions that grow your audience now – and keep the sales rolling long after school starts.
