Brand Marketing Cheat Sheet for Back-to-School 2025 | Unity

Summary

A Unity survey of 1,234 US parents (March-April 2025) shows mobile is dominant for back-to-school shopping. 68% use mobile apps, 48% download new shopping apps (dads more likely at 55%), and 46% purchase directly in apps. Screen time is high: 35% spend 5+ hours daily on phones.

Deal-driven behavior is key: 32% cite coupons/deals as top purchase driver, and 58% are likely to engage with rewarded ads offering savings. Most parents plan early: 21% start before June, with July peaking at 29.6%. Moms drive 86% of purchases and are more likely to shop at Walmart (46% vs 28% dads), while dads favor tech/office stores (Staples 12%, Best Buy 10%).

63% of parents say advertising influences purchase decisions. Actionable takeaways: launch awareness campaigns mid-Q2, prioritize in-app rewarded ads with limited-time offers, target moms in mobile games (73% female gamers), and tailor messaging to retailer preferences. Top categories: classroom supplies (33%), clothing (24%), electronics (8%).