73% of U.S. shoppers say advertising drives back-to-school purchases

GumGum's latest global survey provides detailed insights into consumer behavior during one of retail's most competitive periods. The contextual-first technology company announced findings on August 7, 2025, based on responses from thousands of consumers across six countries, revealing significant patterns in back-to-school shopping influenced by advertising.

According to the survey, more than half (52%) of global respondents say advertising plays a significant role in influencing their back-to-school purchases. This percentage jumps dramatically in the United States, where 73% of shoppers acknowledge advertising's influence on their purchasing decisions. The data shows 28% of U.S. consumers use advertising to discover new brands, while 26% rely on it for guidance when making decisions and researching options.

"Back-to-school is one of the most competitive shopping moments of the year, and families are actively looking for guidance, not noise," said Kerel Cooper, Chief Marketing Officer at GumGum. "What stood out in this research is how much timing and context matter. Ads are most effective when they show up during key decision-making moments, with messaging that respects where the shopper is in their journey."

Timing emerges as critical success factor

The survey data reveals precise windows when advertising resonates most effectively with consumers. A substantial 44% of global consumers, rising to 48% in the United States, report being most receptive to back-to-school advertisements while actively researching or shopping. This contrasts sharply with passive consumption environments, where only 7% globally and 8% in the U.S. show receptiveness while streaming content.

Social media engagement also demonstrates limited effectiveness, with just 12% globally and 11% in the U.S. expressing receptiveness to back-to-school advertising while scrolling social platforms. These findings highlight the importance of placing advertisements in high-intent moments rather than passive placements, similar patterns observed in connected TV advertising research where parents demonstrated clear preferences for targeted timing.

Creative quality drives engagement beyond discounts

Price sensitivity remains important, but creative execution proves equally vital for capturing consumer attention. When asked about advertisement standout factors during back-to-school shopping, 42% of shoppers identify ads that feel relevant to their needs or lifestyle as most impactful. Clear value propositions or deals resonate with 41% of consumers, while visually engaging and creative content appeals to 34%.

U.S. consumers mirror these global preferences with slight variations. Twenty-three percent prioritize relevance, 24% cite value offerings, and 22% respond to creative execution. These findings challenge the assumption that discount-driven messaging automatically guarantees engagement, suggesting balanced approaches combining value with creativity perform better.

Distribution channels reveal platform preferences

The survey identifies specific advertising formats that generate the strongest influence during back-to-school shopping periods. Social media emerges as the leading format globally, capturing 26% of influence, followed closely by in-store promotions at 22%. These channels outperform search advertising, streaming placements, and native content in terms of consumer influence.

U.S. consumers demonstrate consistent preferences, ranking in-store and social media advertising highest among available formats. This preference pattern persists despite increasing investment in digital video and streaming advertising across the marketing industry, reflecting broader shifts in how younger consumers use social platforms for product discovery.

Methodology and scope

GumGum commissioned Cint, a leading digital insights and research technology provider, to conduct the survey during Q2 2025. The study examined the role advertising plays in shaping back-to-school purchase decisions across more than 3,000 consumers in six global markets: the United States, Canada, the United Kingdom, Belgium, the Netherlands, and Germany.

Respondents provided insights about their back-to-school shopping behaviors, preferences, and advertising receptiveness across various formats and moments. The comprehensive approach enabled detailed analysis of consumer responses across different cultural and economic contexts, providing advertisers with actionable insights for campaign development.

Price sensitivity continues driving decisions

Economic pressures remain significant factors in back-to-school shopping behavior. According to GumGum's additional consumer insights, 68% of shoppers identify price and promotions as top factors in purchase decisions. With inflation concerns persisting, families actively seek value propositions that combine affordability with quality.

The data shows 34% of families begin back-to-school shopping in August, establishing this month as the peak activation window for advertisers. While browsing may commence earlier in June and July, August represents the crucial period when purchase intent converts into actual transactions.

Word-of-mouth influence demonstrates remarkable persistence, with 46% of respondents citing friends and family recommendations as primary shopping inspiration. This preference exceeds social media and online reviews, highlighting the continued importance of peer influence in purchase decisions and suggesting opportunities for community-driven marketing approaches.

Category spending patterns

Apparel and footwear dominate back-to-school spending, accounting for 61% of category expenditure. This figure represents the highest percentage among all back-to-school categories, reflecting both practical necessity and personal expression priorities for students returning to school environments.

The clothing category's dominance suggests significant opportunities for fashion retailers and brands to capture substantial market share during this concentrated shopping period. Seasonal messaging combining practical needs with style preferences resonates strongly with families preparing students for new academic years.

Economic pressure shapes shopping behavior

Current economic conditions continue influencing shopping patterns, with 35% of families actively hunting for sales due to financial pressures. An additional 27% report buying fewer items overall compared to previous years, indicating sustained price sensitivity among back-to-school shoppers.

These economic factors create opportunities for brands emphasizing value messaging while maintaining quality positioning. Successful campaigns balance affordability communications with product quality assurances, addressing both practical budget concerns and emotional satisfaction expectations.

Context matters for marketing effectiveness

The research emphasizes contextual relevance as a key differentiator in advertising effectiveness. Advertisements appearing during high-intent shopping moments demonstrate significantly higher engagement rates compared to those placed in passive consumption environments.

This finding aligns with broader industry trends toward contextual advertising solutions that prioritize moment-based targeting over demographic assumptions. Successful back-to-school campaigns integrate timing, relevance, and creative quality to maximize consumer receptiveness.

The data supports strategic approaches that prioritize active shopping moments over broad awareness campaigns. Brands investing in contextual intelligence and moment-based advertising placement demonstrate higher likelihood of influencing purchase decisions during this critical retail period.

GumGum's research provides measurable insights for optimizing back-to-school advertising strategies. The company's contextual-first approach enables advertisers to reach consumers during high-intent moments while respecting their shopping journey progression.

Industry implications for marketers

The findings reveal important considerations for marketing professionals developing back-to-school campaigns. Traditional awareness-focused strategies may prove less effective than targeted approaches emphasizing contextual relevance and timing precision.

Successful campaigns integrate multiple touchpoints while prioritizing active shopping moments for maximum impact. The data suggests brands should balance promotional messaging with creative execution, avoiding purely discount-driven communications that may diminish brand value perception.

For marketers planning 2026 campaigns, the research provides specific guidance on timing, format selection, and message development. August campaigns targeting active shoppers demonstrate highest effectiveness, while social media and in-store formats offer optimal engagement opportunities.

Timeline

• Q2 2025: GumGum commissioned Cint to conduct global back-to-school shopping survey across six countries
• August 7, 2025: GumGum announced survey findings revealing 73% of U.S. shoppers influenced by advertising
• August 2025:Peak back-to-school shopping month when 34% of families make purchases
• July 2024: LG Ad Solutions study showed parents prefer CTV ads and in-store experiences
• July 2025: Vibenomics research revealed generational gaps in retail advertising response
• Recent months: Social media platforms increasingly function as search engines for younger shoppers

Key Terms Explained

Back-to-school shopping: A concentrated retail period typically occurring in late summer when families purchase items for the upcoming academic year. This shopping season represents one of the most competitive periods in retail, with families making deliberate purchasing decisions across multiple categories including clothing, supplies, and technology. The period generates significant consumer spending as parents and students prepare for new academic environments.

Contextual advertising: A targeting approach that places advertisements based on the content environment and user context rather than personal data tracking. This method considers factors like website content, user intent signals, and browsing behavior to deliver relevant messaging. Contextual advertising has gained prominence as privacy regulations increase and third-party cookies face deprecation across major browsers.

Consumer behavior: The study of how individuals and families make purchasing decisions, including factors that influence buying patterns, brand preferences, and shopping timing. In back-to-school contexts, consumer behavior encompasses research methods, price sensitivity, channel preferences, and decision-making processes. Understanding these patterns enables marketers to develop more effective targeting and messaging strategies.

Advertising influence: The measurable impact that marketing communications have on consumer purchase decisions and brand perceptions. This influence varies based on timing, creative execution, channel placement, and message relevance to consumer needs. The GumGum survey quantified this influence at 73% for U.S. back-to-school shoppers, demonstrating advertising's significant role in purchase decisions.

Shopping timing: The specific periods when consumers demonstrate highest receptiveness to advertising messages and purchasing intent. Research shows 48% of U.S. consumers are most receptive to back-to-school advertising while actively researching or shopping, compared to much lower percentages during passive activities. Understanding optimal timing enables more efficient advertising spend allocation.

Social media advertising: Marketing communications delivered through social platforms like Instagram, TikTok, and Facebook to reach target audiences. The survey identified social media as the leading advertising format globally at 26% influence, outperforming search and streaming placements. Social platforms offer unique engagement opportunities through visual content, influencer partnerships, and community-driven discovery.

Price sensitivity: Consumer responsiveness to pricing changes and promotional offers when making purchase decisions. Current economic conditions have heightened price sensitivity, with 68% of back-to-school shoppers identifying price and promotions as top purchase factors. This sensitivity influences both brand selection and timing of purchases as families seek optimal value propositions.

Creative execution: The visual and messaging elements that comprise advertising content, including design quality, relevance, and engagement factors. The survey found 34% of consumers globally respond to visually engaging and creative advertisements, while 42% prioritize relevance to their needs. Effective creative execution balances promotional messaging with authentic brand storytelling.

In-store advertising: Marketing communications delivered within physical retail environments through displays, audio systems, signage, and promotional materials. This format ranked second globally at 22% influence for back-to-school shopping, demonstrating the continued importance of physical retail environments. In-store advertising benefits from high purchase intent timing and immediate conversion opportunities.

Survey methodology: The systematic approach used to collect and analyze consumer data, including participant selection, question design, and statistical analysis methods. GumGum's methodology involved over 3,000 consumers across six countries during Q2 2025, examining shopping behaviors, preferences, and advertising receptiveness. Robust methodology ensures findings accurately represent target population behaviors and preferences.

Summary

Who: GumGum, a contextual-first technology leader, conducted research with Cint involving over 3,000 consumers across six global markets (United States, Canada, United Kingdom, Belgium, Netherlands, Germany).

What: A comprehensive survey revealing that 73% of U.S. shoppers say advertising drives their back-to-school purchases, with detailed insights into timing preferences, creative effectiveness, and distribution channel performance.

When: Survey conducted in Q2 2025 with results announced August 7, 2025, focusing on back-to-school shopping behaviors during peak August purchasing period.

Where: Global study covering six countries with particular focus on U.S. market patterns, examining both online and in-store shopping environments where families make back-to-school purchases.

Why: Research addresses the need for marketers to understand optimal timing, messaging, and placement strategies during one of retail's most competitive shopping periods, providing actionable insights for campaign development and budget allocation.