It’s the Most Wonderful Time of the Year. No, not Christmas. It’s back-to-school season!

Back-to-school season is like the holidays and the New Year all in one. New routines, new goals, and lots of spending. As kids across the United States are beginning to or preparing to begin another school year, their parents are preparing to spend. 

According to Statista, “The average planned back-to-school spending per household in the United States has gradually increased year-on-year to reach about 890 U.S. dollars in 2023. This is an increase of over $400 since the beginning of the survey period in 2004.”

Of course, the numbers vary greatly across the country, but one thing is for sure – back to school spending nearly rivals holiday shopping for parents. 

But big spending isn’t the only parallel between these two times of the year. 

How the start of school is just like Christmas for consumers

For parents (and kids), the new school year often means:

1. New routines, new goals
2. Busy calendars and increased stress
3. Special focus on kids
4. And yes, Increased spending

Marketers and businesses who sell back-to-school related items already know well how to use this time of year to their advantage. But even if you’re not selling backpacks and pencils, you can still use the four factors above to connect with and sell to parent consumers during this time. 

New routines, new goals

At the start of each school year, parents are often trying to manage new schedules and instill healthy routines for their families. They may also set January 1st – like resolutions for themselves or their children – like sitting down together to eat once a week or getting to bed at a reasonable time. If you sell a product or service that can help them achieve these routines, now is the time to communicate that. We’ve established that parents are poised to spend money at this time of year, especially if they feel it can help them get the year off to a good start. 

Busy calendars and increased stress

The start of the school year also comes with almost as many gatherings, parties, special occasions and random days off as the Christmas holiday season. As parents watch their free summer calendars turn to packed Fall ones, the stress starts to rise. And so does the desire for convenience. 

Today, consumers in general are more likely to pay for convenience – but when they’re parents, that likelihood increases. The National Retail Federation reported that while 66% of consumers pay for a delivery service, that number goes up to 82% of parents.

Special focus on kids

Just like the holiday season, back to school is all about the kids. Making this time memorable, happy, magical even. And magic is expensive. 

Research shows that parents’ spending is increasingly influenced by or focused on their children. Forbes reports that generation alpha (ages 0-13), “will become the generation with the greatest spending power in history, but for now, spending power lies with the Millennials, estimated at $2.5 trillion annually by YPulse.”

Does your business or service impact or appeal to kids in any way? Now’s a good time to market. 

Parents primed to spend

Last, but certainly not least, back-to-school has the same wallet loosening effect as the winter holidays. Parents just assume that they will need to spend more money this time of year, so it opens them up to being marketing to a bit more (for better or worse).