66% of parents say they are more likely to buy tech devices for school with AI integrated into them than those without, highlighting the technologies' current and future role in enhancing their children's learning experiences.
The back-to-school shopping experience can be enhanced by creating opportunities for parents to bond with their children. Retailers can transform this shopping trip into an enjoyable ‘event’ where parents and kids can spend quality time together.
More than half of parents say they are more likely to buy tech devices for school with AI integrated into them than those without, highlighting the technologies’ current and future role in enhancing their children’s learning experiences. However, there remains general consumer concern about the technology, and six in ten of parents worry that reliance on AI tools reduces the need for traditional school supplies. This highlights a balance for retailers to consider, between using interest to drive demand but also being aware of the sensitivity of the technology in the learning environment.
Financial pressure continued to constrain spending on back-to-school products in 2024, impacting key categories like uniforms and shoes. Further recovery in confidence and financial position should mean a stronger back-to-school season in 2025, but parents will still look for cost-effective solutions, and alternative purchasing methods, like second-hand, will remain popular.
The need to keep costs down has driven heightened engagement in circular initiatives. Retailers must step up by streamlining access to second-hand items and simplifying the resale of used school supplies through online marketplaces.
Mintel commissioned consumer research for this Report to assess shopping behaviours related to back to school. Research was carried out among internet users aged 16+ who are parents of children aged 4-17 and bought back-to-school items in September 2024.
Emily Viberg is a Retail analyst specialising in writing Mintel’s seasonal shopping and gifting reports.
Back-to-school shopping is a sentimental time for parents, offering retailers the chance to create experiences that encourage families to spend quality time together.
Emily Viberg
Retail analyst
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
