The back-to-school season is the second largest retail shopping season behind the winter holidays. With consumer spending on back-to-school and back-to-college purchases reaching tens of billions of dollars each year, this is a critical season for revenue growth for many retailers.
Below, we’ll dive into key trends in back-to-school eCommerce this year, and how online retailers can leverage them for growth.
Shopping Timelines are Extended
Customers are beginning their back-to-school shopping earlier, and retailers should get a jumpstart on their promotions to keep up. In 2025, 67% of shoppers had already begun purchasing items for the upcoming school year as of early July. Rather than waiting for late summer for the height of the season, begin early bird promotions in June on both your eCommerce site and within your marketing campaigns.
Reach out to customers early to remind them of the approaching season and provide helpful content like back-to-school shopping guides for different customer segments. Reward early shoppers with discounts or loyalty points to encourage conversions and build momentum before your competitors ramp up.
Customers Seek Hyper-Personalization
Customers are seeking personalized eCommerce experiences more, and this applies to back-to-school shopping as well. Personalize the shopping experience for your key customer segments by offering specific product recommendations, bundling options, and unique content and promotions based on their preferences and purchase history.
For example, target college freshman with a bundle of dorm room essentials, or offer dedicated early-bird promotions for loyalty program members. Even simple segmentation like separating email flows for “parents of K-12 students” v. “college shoppers” can lift conversion rates.
If you have AI-powered product recommendation tools in place, consider retraining or refreshing those models to be ready for the new season. The greater personalization you can provide, the more likely a customer is to choose your brand over a competitor.
Value-Driven Shopping Reigns
Another trend affecting all areas of eCommerce is the rise in value-driven shopping. Inflation and increased economic uncertainty are causing customers to be more selective when it comes to where they spend their hard-earned dollars. Retailers that can highlight competitive pricing, exceptional value, and convenience will win out over their competitors.
Share deals and promotions early in the season. Promote your best-selling or top-rated products by showcasing user-generated reviews from customers and including badges on top products. This social proof helps gives customers on the fence the confidence to buy.
Be transparent about pricing and fees at the start of the customer journey to reduce abandoned carts at checkout. Additionally, consider featuring a “Top Picks Under $X” section on your site to capture budget-conscious shoppers with a curated experience.
Frictionless Omnichannel Shopping is Table Stakes
Customers do not have patience for slow-loading or difficult-to-navigate sites. They are looking for a frictionless shopping experience and convenience when it comes to payment and shipping options. If your online store offers free shipping or same-day delivery options, be sure to display that prominently on your site. If you offer Buy Online Pick Up In Store (BOPIS) or curbside pickup options, highlight that early in the customer journey. Make your return policy easy to understand and find by displaying it prominently on your site so there are no surprises at checkout. And consider expanding flexibility for customers by offering alternative payment options like Apple Pay, Google Pay, Afterpay, Klarna, and more.
Be sure to also pay special attention to your mobile shopping experience. More than 70% of online sales come from a mobile device. Meet customers where they are by reducing friction in your CX. Simplify site navigation on mobile, ensure product images and CTAs render cleanly on all screen sizes, and make buttons thumb-friendly.
Key Takeaways
To win at the back-to-school eCommerce season, begin preparing your eCommerce site early. Conduct performance testing to ensure your site can handle spikes in traffic without slowing down, lead with value and personalization, and focus on providing a frictionless experience.
If you’re not sure if your eCommerce site is ready for busy shopping season, request a free site assessment from the commerce experts at Virid. We’ll analyze your online store and provide personalized recommendations for optimizing site performance.
