Survey: Ads key for shoppers' back-to-school purchasing decisions
Time and place are crucial when it comes to targeting shoppers with back-to-school ads.
A new survey from digital advertising firm GumGum reveals that more than half (52%) of global respondents said advertising plays a significant role in influencing their back-to-school purchases. That number rises to 73% in the United States, where 28% say advertising helps them discover new brands and 26% say it aids in guiding decisions, even as they research other options.
A large portion (44%) of global consumers, and a greater number (48%) of those in the U.S., said they are most receptive to back-to-school ads while actively researching or shopping. That compares to just 7% globally and 8% in the U.S. who are receptive while streaming, and 12% globally versus 11% in the U.S. who are receptive while scrolling social media. GumGum says this highlights that ads placed in high-intent moments resonate far more than passive placements.
A third (34%) of families kick off their back-to-school shopping in August, making it the peak activation window. While many begin browsing in June and July, August is when purchases ramp up.
“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.”
Nearly seven-in-10 (68%) shoppers surveyed said price and promotions are the top factor in their purchase decisions. GumGum noted that brands that lead with deals, bundles or limited-time offers will be best positioned to capture attention and loyalty.
[READ MORE: ICSC: Consumers heading to stores for back-to-school shopping]
When asked what makes an ad stand out during back-to-school shopping, 42% of shoppers said ads that feel relevant to their needs or lifestyle stand out the most, followed closely by those that offer a clear value or deal (41%) and are visually engaging and creative (34%). In the U.S., responses correlated this trend, with 23% prioritizing relevance, 24% citing value, and 22% drawn to creative execution.
Globally, social media (26%) and in-store promotions (22%) emerged as the most influential ad formats for back-to-school shopping, outpacing search, streaming and native placements. In the U.S., shoppers also ranked in-store and social highest, showing consistent preferences across markets despite the rise of digital video and streaming.
For its report, GumGum surveyed more than 3,000 consumers across six global markets: the United States, Canada, the United Kingdom, Belgium, the Netherlands, and Germany. Respondents were asked about their back-to-school shopping behaviors, preferences, and advertising receptiveness across various formats and moments.
