For UK families, Back-to-School is no longer a stock-up trip. It’s a full reset moment.
29% of parents plan to start their BTS shopping as soon as the holidays begin, which means brands need to start building consideration the moment schools break up for summer.
In between, content creators and online video will be the channels shaping what ends up on the wishlists of kids and teens…
Capture Surging Budgets and Earlier Starts for Back-to-School 2026
Find out what’s actually fuelling this year’s Back-to-School season, and what it takes to avoid getting left behind.
The BTS Media Mix
The Back-to-School discovery and purchase journey isn’t purely parent-led. Friends remain one of the strongest influences on what kids and teens want to buy, and online video, influencers, and interactive ads all shape the decision well before anyone sets foot in a shop. In-store inspiration has dropped since 2025, suggesting that preferences are forming long before the point of purchase.
