The back-to-school season remains one of the most commercially crucial retail periods of the year. In 2023, Mintel estimated consumer spending on back-to-school items surpassed £1335 million, but spending fell by 5.7 percent in 2024 (Mintel, 2024). With competition only intensifying in 2025 and price-sensitive shoppers increasingly seeking second-hand options, brands need sharper strategies to cut through. That’s where digital audio comes in.
Audio reaches parents, guardians and students during everyday moments – on commutes, during housework, or while exercising – offering an immersive experience without interruption. With 76 percent of back-to-school shoppers being parents of school-aged children (YouGov, 2024) and 54 percent completing most of their shopping in a single session (YouGov, 2024), timing and relevance are everything.
By tapping into listener data – from demographics to location, interests, and even purchase intent – digital audio advertising enables brands to deliver tailored messages at scale, minimising wastage and maximising budgets. For example, a campaign promoting school uniforms or shoes (which together make up nearly a third of back-to-school spending – Mintel, 2023) could be heard within parenting podcasts, or tech brands offering student discounts could slot into high-indexing study playlists – delivering context that resonates.
Between July and September 2023, back-to-school ad spending hit £216.1 million (Mintel), a clear signal of just how competitive the shopping season remains. Despite digital growth, stores are still the preferred place to shop for school essentials (Mintel, 2024), which makes footfall attribution especially valuable. In 2025, success means being heard in the right places at the right times, and digital audio can facilitate exactly that.
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