What Shopper Marketers Need to Know About Back-to-School 2025

As the second-biggest shopping season of the year revs up, brands and retailers are facing a familiar yet pressing challenge: price-sensitive parents navigating economic uncertainty. 

A back-to-school report from Publicis Groupe’s Epsilon digs into the latest consumer trends and offers insights for shopper marketers looking to meet families where they are — financially, emotionally and digitally.

Price, Discounts & Deals Are Top Priorities

Amid concerns over tariffs, inflation and overall cost of living, price continues to dominate shopper priorities. Nearly 3 in 4 parents (73%) say they expect to spend more this year — but they’re doing so more strategically.