The dynamics of back-to-school shopping

Caddle’s latest research, conducted in May 2025, reveals how parents are planning (and feeling) about the high-stakes, back-to-school retail moment. It’s one of the most critical retail seasons of the year, and one of the most emotionally charged. As millions of Canadian students prepare to return to classrooms this fall, their parents are navigating a complex shopping landscape shaped by inflation, evolving brand loyalties and rising expectations around value and experience.

To better understand how parents are approaching the 2025 season, Caddle surveyed more than 1,200 parents of K-12 students in Canada. What emerged was a story of early planning, persistent deal-hunting and an increasingly emotional and strategic approach to back-to-school shopping.

Two-thirds of parents say they begin thinking about their back-to-school purchases in late spring or early summer. But, despite getting a jump on planning, only 19% expect to get everything they need in a single trip. The vast majority anticipate two or three rounds of shopping, thanks to shifting supply lists, fluctuating budgets and frequent out of stocks.

Planning varies by age group: parents of younger children tend to be more organized, while those shopping for high schoolers are more likely to “grab-and-go.” And while digital tools such as Flipp, store websites and search engines help guide decision-making, nearly every parent surveyed (99%) still expects to do their shopping in-store.

Price remains the top priority: 89% of respondents say they always or often look for promotions; only 1% shop without checking for deals first. Mass merchandisers such as Walmart continue to lead the pack for its mix of pricing and convenience. But price alone isn’t enough to win loyalty. If a key item is out of stock, 38% of parents say they’ll switch retailers rather than wait or skip the item. For retailers, that means promotions need to be visible, reliable and backed by strong on-shelf execution.

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Emotions also play a significant role in how families navigate the back-to-school season. Parents shopping for younger children are more likely to describe themselves as excited and prepared. Parents of older kids, especially high schoolers, report more stress and indifference, which often leads to more impulsive purchases.

These emotional states directly influence how shoppers make decisions. Stressed or overwhelmed parents are more likely to rely on ratings and reviews when choosing between products, and four in five parents say a review has changed their mind about a product, sometimes even prompting them to walk away altogether. In these moments, clear, credible product information can be the difference between a conversion and a missed sale.

Private-label products remain a strong choice for many families, especially those with younger children. Nearly 70% of kindergarten parents say they prefer store brands, primarily because of affordability. However, as children age, so do their brand preferences. By high school, national brands play a larger role, especially when backed by quality, familiarity, and yes, promotions. That said, loyalty is flexible. Many parents remain open to switching brands if the value proposition is strong enough. School supplies, snacks and hygiene products tend to be the most common private-label categories, while clothing, backpacks and tech see more name-brand loyalty.

Even as online shopping continues to grow, the in-store experience dominates. Parents, overwhelmingly, expect to buy essentials such as supplies, food and personal care products in person. But that doesn’t mean digital influence ends at the door. Most parents are doing research online ahead of time, and many are checking reviews on their phones while standing in the aisle. Seventy-eight per cent look up reviews online, and 71% do so while in-store—underscoring the importance of an omnichannel strategy.

Back-to-school shopping is emotional, multi-step and driven by value. For retailers, the opportunity is clear. This $4 billion-plus market, driven by more than 5.8 million Canadian students, rewards those who understand the complexity of the shopper journey. Retailers with meaningful promotions, clear product information, flexible stock management and in-store experiences that match online expectations will win carts and earn long-term loyalty.