Winning Millennial Parents This Back-to-School Season
Back-to-school isn’t just a seasonal sales push—it’s a golden opportunity to connect with one of today’s most influential consumer groups: Millennial Parents.
This group, spanning ages 29 to 45, leads early and blends online and in-store shopping behavior. From tech and apparel to snacks and school supplies, they drive major back-to-school (BTS) decisions not only for their children but for entire households. With 77 million strong in the U.S., Millennial Parents are shaping the retail calendar—and brands that act early stand to win big.
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compared to 21% of total pop.
39%
of Millennial Parents shop for back-to-school season more than one month before school starts.
Here’s a peek at what we’re seeing:
- They Start Early: Nearly 40% of Millennial Parents begin shopping over a month before school starts—far outpacing the general population. If you’re waiting until August, you’re already behind.
- Browsing Is Hybrid: While 54% prefer in-store browsing, most purchases happen online. This split journey means your brand must be present—and consistent—across every touchpoint.
- Kids Are the Boss: Children have major influence on what ends up in the cart, whether it’s notebooks or name-brand snacks. Millennial Parents don’t just shop for their kids—they shop with them.
- Budget-Savvy, Brand-Loyal: This audience sets strict budgets but remains open to well-positioned brand experiences—especially those that offer smart bundles, added value, or product discovery opportunities.
Download our exclusive infographic: How Brands Can Win Millennial Parents: Back-to-School and Beyond
Why it matters for brands:
This season is about more than pencils and lunchboxes—it’s about building lasting brand relationships. Whether it’s launching early, optimizing omnichannel strategies, or letting kids co-create the shopping experience, BTS 2025 is a proving ground for relevance and loyalty.
Ready to see how your brand stacks up—and where it can lead?
Get the insights that matter.
Download our exclusive infographic: How Brands Can Win Millennial Parents: Back-to-School and Beyond to uncover demographic trends, behavioral data, and brand actions that work.