UK families influenced by timing of back-to-school advertising

A recent survey of UK consumers has found that 77% say advertising influences their back-to-school shopping purchases, with timing and relevance of ads cited as key factors in their decision-making process.

The survey, commissioned by advertising technology company GumGum and conducted by digital research provider Cint, polled over 1,250 UK consumers as part of a broader international study. Among its findings, the survey revealed that nearly four out of five respondents recognise advertising as playing a significant role when preparing for the new school year.

Of those surveyed, 26% said that advertising helps them discover new brands while they are researching, while 21% noted that ads help keep certain brands top-of-mind during their school supply shopping.

Timing and context

Timing emerged as a key factor in advertising effectiveness. The survey found that 45% of UK shoppers are most receptive to back-to-school advertisements when they are actively researching or shopping. In contrast, only 7% responded positively to ads while streaming content, and 8% when scrolling social media, highlighting the greater impact of advertising during high-intent shopping moments.

Advertising format also plays a part in consumer influence. Social media advertisements and in-store promotions were found to be the most influential among UK shoppers, cited by 26% and 20% of respondents, respectively. These preferences persisted across multiple countries included in the survey, correlating with the effectiveness of these formats when consumers are already focussed on purchasing decisions.

Creative impact and consumer priorities

The survey results indicated that whilst discounts and promotions remain influential, creative execution and relevance of the advert are also important. When asked what makes an advertisement stand out during back-to-school shopping, 24% pointed to value, 23% highlighted relevance to their needs, and 20% were most drawn to visually engaging and creative adverts.

The ongoing cost-of-living crisis in the UK was cited as a major influence on how families approach back-to-school purchases. According to the survey, 72% of UK consumers are adapting their shopping habits due to economic conditions. Of these, 32% reported prioritising discounts and sales, 26% are buying fewer items, and nearly 14% have switched to more budget-friendly brands. Additionally, 28% said that pricing and promotions are the most influential factors in deciding what school supplies to purchase.

Shopping focus areas

The financial pressure on families is reflected in their spending choices. Over a third of respondents (38%) indicated that most of their back-to-school spending is on clothing and footwear. This trend is underscored by data from the BBC, which suggests the cost of a school uniform can exceed GBP £450 per child in some cases.

Technology products also represent a significant portion of back-to-school spending, with 23% spending most on items such as laptops, mobile phones, and smart notebooks. General school supplies, such as pencil cases or backpacks, accounted for 22%, whilst 13% of respondents said extracurricular items like musical instruments or sports equipment represented their biggest spending category.

Industry response

Peter Wallace, General Manager, EMEA at GumGum, said, "Back-to-school season is a costly time for families in the UK, especially with rising cost-of-living pressures and school uniforms alone often costing hundreds of pounds. Our survey clearly shows that consumers are adjusting their purchasing behaviour in response to these challenges, becoming more careful and thoughtful in their choices."

"Consequently, families are seeking guidance from brands rather than just noise. This is why timing and context in digital marketing are more important than ever. Ads are most effective when they appear during key decision-making moments, with messaging that respects where the shopper is in their journey."

The study's findings are based on survey responses collected in Q2 2025 and reflect trends observed not only in the UK but also in the United States, Canada, Belgium, the Netherlands, and Germany. Respondents were asked about their back-to-school shopping behaviours, preferences, and their response to advertising across various formats and moments.