Starting school remains a key occasion for shopping
For families, the first day of school is far more than just an organisational milestone. It marks the start of a busy shopping period, ranging from school supplies and toys to sweets, clothing and electronics. The latest survey by IFH Köln and HDE shows that more than one in ten people are planning to spend money on school supplies this year. The resulting sales potential of around 770 million euros underlines the high relevance of this occasion for the retail sector.
However, a closer look behind the figures reveals trends that extend beyond the actual start of the school year. For retailers and brands, this gives rise to three key areas of tension that are of particular importance for marketing their product ranges.
Area of tension 1: More shoppers, smaller budgets
At first glance, the outlook appears positive. More people are planning to make back-to-school purchases than last year. At the same time, however, 44 per cent of those surveyed say they intend to spend less than in 2025. Only 31 per cent plan to spend more. For retailers, this means that whilst demand is there, budgets remain a fiercely contested factor. It is precisely in such market phases that special offers, price advantages and high visibility throughout the customer journey become decisive competitive factors.
Challenge 2: Shopping lists are becoming increasingly varied
When it comes to the start of the school year, shoppers have long since been putting more than just school supplies in their trolleys. 86.8% of shoppers plan to spend on sweets, school supplies (75%), toys (74.7%) and 69.2% on books or stationery. Added to this are clothing, sports equipment and consumer electronics. The start of the school year thus brings together a wide variety of consumer needs in a single occasion. For retailers, this means one thing above all: they are competing not only with direct competitors within their product category, but also with a multitude of other offers for attention and budget. This makes it all the more important to communicate their offerings in a way that takes the entire shopping occasion into account.
Challenge 3: Interest is generated long before the first day of school
A school bag is rarely bought on impulse. Families research options, compare prices, look for inspiration for the school gift bag and often plan their purchases weeks in advance.
As we have already demonstrated in our article on the retail insights from the 2026 FIFA World Cup, reach alone no longer determines the success of a campaign. Successful communication does not just reach people; it reaches them at the right moment. The start of the 2026 school year illustrates once again that promotional communication is particularly effective when it supports consumers right from the planning and orientation phase. In an increasingly fragmented media landscape, it is precisely this relevance that becomes the decisive factor for success.
We would be delighted to support you in translating relevant purchasing occasions into successful promotional communications.