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A new state of play is emerging in this year’s back-to-school shopping season.
But first, here’s what’s not changing: The significant cross-border retail opportunity that this universal moment presents. Global sales of back-to-school supplies are expected to continue rising and cross $200 billion in 2025.
What’s evolving in 2025: The retail momentum and people’s shopping journeys are shaping up differently amid macroeconomic uncertainties.
Here are the two consumer shopper behaviours and corresponding marketing strategies for you to win international business growth in this global back-to-school moment.
1. Shoppers globally are researching earlier and strategising their best buys
Back-to-school shoppers usually move through four phases in their purchase journeys: research, deal-seeking and comparisons, peak purchasing, and last-minute and top-up buys.
This year, we’re noticing new developments around some of these phases.
Back-to-school shoppers are starting their research earlier. Worldwide search interest in “school supplies” started accelerating in May this year, whereas last year’s spike started later in June.
Shoppers are being strategic about getting the best buys. Besides getting a headstart in spotting early deals, they’re also looking for ways to maximise their spend.
That means shopping at discount stores for consumers in the U.S., where search interest in “dollar stores” is significantly higher than “department stores.”
In the U.K., back-to-school shoppers are looking to buy upcycled or refurbished school supplies. That’s reflected in the breakout growth in search interest for a topic like “thrifting.”
Purchase journeys are also looking to be ever more omnichannel. While shoppers usually try on back-to-school items like apparel and footwear in store before purchase, they’re also going online to complement their shopping experience.
For example, they’re looking for nearby stores where they can buy in-person, as seen in the high to peak levels of search interest in “kids clothes near me” and “laptop stores near me.” And there’s also increased interest in “click and collect” shopping.
How to win back-to-school shoppers early with cross-border campaigns
To engage shoppers who’re searching early and being strategic about what, and where, they buy, have your brand show up on the platform where they’re searching, scrolling, and shopping — Google.
People shop on Google more than 1 billion times per day,1 and 80% of Gen Z use Google for their shopping including — discovering, browsing, getting ideas, researching and/or purchasing.2
Campaigns powered by Google AI can help you reach back-to-school shoppers at scale and speed efficiently:
- Performance Max lets you drive awareness and conversions across Google’s channels, including Search, Shopping, Display, YouTube, Gmail, and Discover, all with one campaign. Additionally, it uses the full power of Google AI from end to end, to improve your bidding, audiences, and creatives, and maximise performance.
- You can also pair Performance Max with Search campaigns to amplify your search query coverage and capture early searches. And with broad match and Smart Bidding, you’ll be able to drive sales and ROI from more relevant search queries and text ads.
- If your goal is to drive omnichannel sales, use Smart Bidding for store visits or store sales. These AI-powered solutions direct high-intent customers who’re researching your products online to nearby stores, helping you raise footfall and sales.
2. Shoppers globally will pay for value-added items with good reviews
Back-to-school shoppers are willing to spend on items that add to the schooling experience, whether they aid academic performance or enhance one’s social cache.
Devices that aid academic performance are on shopping lists. In the U.S., interest in educational devices with AI-powered features is on the rise. Search interest for “AI laptops” grew by 4X from mid-April to end-May.
Accessories that enhance study performance, such as ergonomic keyboards, also peaked in search interest in May.
Items of social value are also of interest to shoppers. In Asia, for instance, character-themed accessories are popular back-to-school buys, and the sought-after collectible plush “labubu” has hit high to peak levels of search interest in Singapore and Hong Kong.
In the United Arab Emirates, search interest in “matching outfits” started rising in end-May as parents research kids’ apparel that show off their personal styles.
To help them decide on what to buy, shoppers are turning to YouTube. Indeed, YouTube ranked as the No. 1 choice for product reviews and product information by all consumers, including millennials and Gen Z consumers.3
And parents, as well as Gen Z students, turn to YouTube for product reviews and unboxing videos of back-to-school items because they trust YouTube creators.
According to a survey conducted by Ipsos, surveyed online users are 98% more likely to trust the recommendations of creators on YouTube versus those on other social sites or apps (on average).4
How to influence the purchase decisions of back-to-school shoppers
To influence shoppers looking for trusted reviews of back-to-school items, tap into YouTube influencer marketing:
- Partner with YouTube creators. For example, if you’re looking to grow your business in the U.S. and influence back-to-school purchase decisions, consider collaborating with creators like SciShow and CrashCourse. They draw millions of subscribers with their high-quality educational content.
- Use YouTube Select Creator Takeovers to make the most of creator-fan connections and maximise awareness for your back-to-school campaigns.
- To further drive conversions, tap into the YouTube Shopping affiliate programme. It lets creators easily tag your products in their videos, Shorts, or livestreams, and display useful information like price, which can spur viewers to purchase.
Macroeconomic uncertainties may be at play this back-to-school season, but it remains a key global retail moment. Businesses looking to expand their growth can win shoppers internationally by showing up early on Google and influencing purchase decisions on YouTube.
