Parents with grade-school kids

When stocking up on back-to-school essentials, parents with kids under 18 chose excitement.²

For parents of K-12 students, back-to-school shopping is more than checking it off a list — it's a yearly milestone they look forward to celebrating. 

Kids are very involved in the shopping process. They play an active role in purchase decisions, especially when it comes to picking out their favorite clothing and stationery styles. In fact, 61% of Americans surveyed said their kids’ preferences influenced them to spend more.³

How surveyed Walmart customers said their children helped in the shopping process:¹

Last year, parents with kids under 18 did their back-to-class shopping throughout the summer,¹ signaling a wider window of time to engage this segment with a mix of digital touchpoints that can drive conversion throughout the season.

Top categories shopped:⁴

Parents say they turn to social media for product inspiration.  Social media also plays a large role in what makes the list of children’s “must-have” items for the school year.¹ Last year, many students followed trends they saw on TikTok.⁵  

Pencil in these product tips

Parents with college-bound kids

Before college-bound students head to campus, their parents are committed to setting them up for success. 

Sending a kid off to college is a monumental moment for any parent. Parents of college-bound students who helped their young adult navigate this big life transition last year said they were focused on getting their kid exactly what they needed to settle into campus life. Before making any major purchases, many parents sat down with their student and discussed their shopping list¹ — this was a priority, even if that meant taking some extra time and skipping sales or promotions. 

On the other hand, these parents were also likely to research and shop early, since their purchases were more likely to be bigger ticket items, like electronics, that required more consideration.¹ 

College students were increasingly influenced by social media platforms like TikTok, Instagram and Pinterest,⁶ especially when styling their dorm rooms.⁷

Top categories shopped:⁴

Students shopping for themselves

Budget-conscious students shop smarter for the essentials.

For returning college students, back-to-class shopping is all about restocking the essentials for the new year. Though dorm decor pops for new college students, for those well into their college journey, it’s no longer a priority since they likely purchased these items in previous years. 

When shopping for themselves, staying on budget is top of mind. In fact, 65% of surveyed Walmart customers who are students said they were on the lookout for sales and promotions in 2024.¹  

Students purchasing items for themselves drove an uptick in “buy now, pay later” payment methods.¹¹

Students tend to make their purchases closer to the beginning of the semester. Leading up to their shopping trip(s), they look for inspiration for all types of purchases, relying on product reviews to help guide their decision-making. They were heavily influenced by trending products they saw on TikTok, Instagram and Pinterest, with nearly 1 in 4 students saying they shopped directly on social media.⁶

Top categories shopped:¹

Teachers

Teachers seek out classroom essentials that don’t break the bank.

As the new school year approaches, teachers focus on setting up their classrooms and ensuring students have everything they need, from basic school supplies to snacks and essential learning tools. Many teachers said they purchased items out of their own pockets last year, so finding deals through sales and promotions is highly valued among teachers shopping at Walmart.¹

Classroom decor is another big priority for teachers. Many turned to social platforms like Pinterest for inspiration,¹⁰ often starting their research as early as June.² While many teachers researched back-to-class products early, they made purchases much later, with some waiting for grants or community donations to cover some of the cost.¹  

Top categories shopped:¹

Back-to-class shopping timeline

Each audience segment approaches Back-to-Class shopping at different times based on their needs and mindset. 

Here’s when surveyed Walmart customers preferred to research and shop for Back-to-Class:¹

Ace your strategy for this Back-to-Class season with Walmart Connect. Our solutions can help you make the grade this year.

Source:  ¹Walmart Back-to-School Survey 2024, provided by Walmart Connect Media Insights Survey Team, October 2024. ²Suzy™ on-demand consumer research platform, “Which of the following emotions did you experience when shopping for back-to-school/college in 2024?” November 2024.³Deloitte,. 2024 back-to-school survey, July 2024.⁴ Kantar, “Back-to-school: A category view,” Oct. 2024. ⁵ Vogue Business,. “Back-to-School hauls are flooding TikTok. Where do brands fit in?” Aug. 2024.⁶Mintel, Back To College Shopping,  – U.S., – 2024 , Feb. 2024. ⁷Pinterest Trends, “Dorm Room Ideas” May 23–Sept. 12, 2024. ⁸Walmart first-party data, return on ad spend across Walmart Connect campaigns that used Display and Social tactics vs. campaigns that used Display-only tactics during this timeframe, Oct.–Dec. 2023.⁹Walmart first-party data, Walmart Back- to- School Creative Survey provided by Walmart Connect Media Insights Survey Team, December 2024.¹⁰Pinterest Trends, “Classroom Décor,” May 23–Sept. 12, 2024.