Back to School and College 2025

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Back to School & College 2025 Report PDF

Consumers spend more money on Back to School and Back to College shopping than they do during the Winter Holiday season. Though consumers are struggling to feel confident in the U.S economy, 2025 retail sales are still projected to reach between a 2.7%-3.7% increase over 2024. In fact, two of the top consumer spending events in the U.S., Mother’s Day and Father’s Day, have already shown increases in per person spending compared to 2024.

The TVB 2025 Back to School & College Report includes insights into Back to School and Back to College shopping trends. It also strongly demonstrates how TV, and specifically local broadcast TV, is key to successful advertising in reaching Back to School and Back to College shoppers.

TV Advertising is Imperative to Influence Back-to-Class Shoppers:

Broadcast TV assets can reach those who stream programming with ads and
those who stream on ad-free platforms.
Eight out of ten respondents said TV influenced their search selections.
Broadcast TV delivers top back-to-school ratings.
Local TV allows advertisers to target their message in a trusted and personalized environment.
Broadcast TV delivers both in-store and online shoppers.
Online shoppers and in-store shoppers selected TV as the most important influence for purchase decisions.

Source: NRF’s Annual 2024 Back-to-School Spending Survey, conducted by Prosper Insights & Analytics

All dates & methods of reopening are subject to change. Updated 6/9/2025.

Source: Nielsen NPower 5/27/24-6/30/24. Broadcast (Includes Syndication) & Cable Live+1 Ratings. Moms= Women 18+ w/ children <18.

For more information, please contact Hadassa Gerber, Chief Research Officer, TVB