As families and educators prepare for a new school year, economic pressures and shifting policies are reshaping the back-to-school (BTS) shopping landscape. With 60% of voters opposing the dismantling of the Department of Education and majorities favoring education funding over tax cuts, the future of public education remains uncertain.
Meanwhile, parents are facing increased financial strain. Consider: 42% of shoppers anticipate spending more per student, and 50% are willing to sacrifice necessities to afford school supplies, with 30% even considering going into debt. In this environment, brands have an opportunity to reinforce their commitment to education by providing value-driven solutions that ease the burden rather than adding to consumer stress.
Building Trust: More Than Just Selling
With rising prices and potential budget cuts, many parents, caregivers and educators are left covering the costs of critical resources that schools might no longer be able to provide. This creates an urgent need for brands to position themselves as trusted partners — not just offering products but delivering meaningful solutions.
Decision fatigue is a growing concern for consumers; rather than overwhelming shoppers with endless options, brands should focus on simplifying choices, reinforcing value and making the back-to-school season easier. Now is the time to build long-term trust by showing consumers that their wellbeing matters most.
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Lessons from Costco: A Commitment to Value and Stability
In times of uncertainty, brands that prioritize consistency, affordability and social responsibility stand out. Take Costco as an example. Despite economic fluctuations and rising costs, Costco has remained committed to providing value for its customers and employees:
● Commitment to affordability: Costco has not raised the price of its iconic hot dog combo since the 1980s and has publicly reassured consumers that it won’t, despite inflation.
● Investment in workforce: The company increased its hourly wage from $20 to $31 to support employee stability and satisfaction.
● Focus on consumer value: Bulk pricing allows shoppers to stretch their dollars further, making Costco the top choice for BTS shopping, capturing 34% of wallet share among mass merchants.
Costco’s approach underscores a crucial lesson for brands: Prioritizing value, consistency and trust fosters consumer loyalty, particularly amid tariff uncertainty. As lower-income families shift their spending toward mass merchants, brands that offer cost-effective, bulk or value-driven solutions will see stronger engagement.
How Brands Can Show Up for Consumers this BTS Season
To navigate the BTS season in an uncertain economic environment, brands must take actionable steps to reinforce trust and provide value and support to consumers during a high-stress shopping season. Here are a few tangible ways to do that:
Provide value: This BTS season, brands and retailers need to offer value-driven promotions that help families maximize their budgets on essentials. For example, retailers might want to consider offering “buy more, save more” bundles that offer discounts on school supply packs to help educators and parents stretch their dollars even further.
Make it simple: Brands and retailers should also look to simplify the BTS shopping experience with clear messaging and curated recommendations to ease decision fatigue. For example, a retailer might want to consider creating and promoting an interactive shopping guide that tailors recommendations based on grade, budget and need to help people shop efficiently.
Offer support: Companies can support educators and caregivers during the BTS season by highlighting ways to access additional resources, savings or cashback programs. For example, credit unions, banks and other financial institutions might want to consider offering cashback rewards on BTS purchases. Mass merchants should consider offering a “teachers save more” program with exclusive discounts for bulk purchases.
Demonstrate commitment: Brands and retailers can take their BTS efforts further and align with consumer values by showcasing long-term commitment to affordability and accessibility rather than short-term promotions. For example, by committing to year-round price locks on school essentials for members (i.e., a way to co-promote free membership signup), companies can ensure affordability beyond BTS season, building long-term consumer trust and loyalty.
This back-to-school season, brands have an opportunity to go beyond transactions and build relationships that last far beyond the first day of school. By leading with value, trust and consumer-first solutions, brands can position themselves as essential partners during a time when families need them most.
Vivian Ibrahim is Associate Director, Brand Strategy at Nativo, a leading platform helping brands and publishers create advertising that connects better.
