Yahoo’s 2025 Back‑to‑School report shows brands upping ad spend as cautious shoppers demand value‑driven, discount‑focused messaging.
As brands gear up for one of the year’s biggest retail moments, Yahoo DSP’s latest Back-to-School report reveals that 54% of advertisers plan to increase their Back-to-School advertising budgets in 2025. This is occurring as consumers remain cautious in the face of economic uncertainty.
The findings underscore the need for marketers to match increased investment with smarter, more value-driven messaging. According to Yahoo’s 2025 Back-to-School Shopping Survey of 1,000 consumers:
- 9 in 10 shoppers are worried about U.S. macroeconomic factors, such as inflation and the rising cost of living.
- 70% of K–12 parents and 55% of college students plan to spend more this season, largely driven by inflation and increased tech needs.
- Still, the average Back-to-School shopper plans to spend just $371, with many budgeting under $500.
Consumer spending is holding steady, but shoppers remain cautious about how and where they spend. In this environment, price, promotions, and product quality top the list of brand selection drivers. Sixty percent of shoppers say price is the most important factor, followed by product quality (45%), and promotions/deals (38%).
“Advertisers should take note: this is not the season for overly showy or out-of-touch creative campaigns,” said Tony Gemma, VP, Global Head of Yahoo Creative. “Shoppers want value. Ads that emphasize discounts, practical tips, and ease of purchase are more likely to win.”
62% of consumers cite deals and discounts as the most appealing ad messaging, and 39% say they want to see content that simplifies life, like tips, hacks, or tricks. College students favor strong CTAs and inspirational messaging, while parents respond to health-conscious promotions and realistic family portrayals.
The Yahoo DSP 2025 Back-to-School Playbook is now available here, for brands looking to build effective, omnichannel strategies during this key retail period.
