Back-to-School Spending: Survey Reveals How UK Families are Influenced by Advertising

Back-to-school season is one of the busiest shopping periods of the year, and new research reveals just how influential advertising can be in shaping what families buy. 

According to a GumGum survey of more than 1,250 UK consumers, nearly four out of five respondents (77%) say advertising plays a significant role in their back-to-school purchases. 

For over a quarter (26%), ads help introduce new brands at a time when shoppers are weighing up their options, while 21% say advertising ensures brands stay top-of-mind as they stock up on uniforms, supplies, and tech.

Timing Is Everything

The study highlights that timing is a decisive factor in whether back-to-school ads hit their mark. 

More than 45% of UK shoppers say they are most receptive to ads when they are already researching or actively shopping – critical, high-intent moments when decisions are being made. 

In contrast, receptiveness plummets to just 7% during streaming and 8% when scrolling through social media. The results underscore that brands achieve far greater impact when ads appear in contexts aligned with active shopping, rather than passive browsing.

Creative Quality Still Matters

While discounts remain important, the research makes clear that consumers also value quality creative. 

When asked what makes an advert stand out, 24% of respondents cited value as their top factor, closely followed by 23% who said it must feel directly relevant to their needs. 

Meanwhile, one in five (20%) said strong visual design and creative execution were most important. The message is simple: performance marketing should not come at the expense of compelling, well-targeted creative.

Social and In-Store Ads Lead the Pack

When it comes to the formats that resonate most with United Kingdom families, social media and in-store promotions lead the way. 

More than a quarter (26%) of shoppers said social ads had the biggest influence on their back-to-school purchases, while 20% cited in-store promotions. These formats outperformed search, streaming, and native placements. 

The findings are mirrored in GumGum’s broader global study across the United States, Canada, Belgium, the Netherlands, and Germany, suggesting a consistent pattern of shopper preferences worldwide.

Economic Pressures Shaping Family Choices

The survey also highlights the backdrop of economic uncertainty in the UK and its direct impact on household spending. 

A significant 72% of families said they are adjusting their shopping habits in response to rising costs. Of these, 32% are prioritising discounts and sales, 26% are buying fewer items overall, and almost 14% are turning to more budget-friendly brands. 

Pricing and promotions were cited as the most influential factor for 28% of shoppers when deciding what school supplies to purchase.

School Uniforms, Footwear and Tech Top the Spend List

Families are also being strategic in where they invest. Over a third of respondents (38%) said they are spending most on clothing and footwear, with the BBC reporting that a full school uniform can cost over £450 per child. 

Technology is another major area of investment, with 23% allocating the bulk of their budget to laptops, smartphones, and smart notebooks. By comparison, 22% spend most on general supplies such as stationery or backpacks, while 13% prioritise extracurricular items like musical instruments or sports gear.

Expert Insight: Guidance Over Noise

Commenting on the findings, the General Manager, EMEA at GumGum, said that back-to-school shopping has become an increasingly costly exercise for families facing rising living expenses. 

Their survey clearly shows that consumers are adapting their purchasing behaviour in response to these challenges, becoming more careful and thoughtful in their choices. 

Furthermore, families are seeking guidance from brands rather than just noise. This is why timing and context in digital marketing are more important than ever. Ads are most effective when they appear during key decision-making moments, with messaging that respects where the shopper is in their journey.

Methodology Behind the Study

The survey was conducted by Cint, a leading digital insights and research technology provider, on behalf of GumGum in Q2 2025. 

It involved over 1,250 UK consumers as part of a wider study of 3,000 respondents across five other international markets, including the United States, Canada, Belgium, the Netherlands, and Germany. 

Participants were asked about their shopping behaviours, advertising preferences, and how different formats influenced their decisions in the run-up to the school year.

Conclusion

The research paints a clear picture: advertising remains a vital tool for influencing back-to-school spending, but its effectiveness depends heavily on timing, relevance, and creative execution. 

With economic pressures forcing families to shop more cautiously, brands need to deliver guidance and value in the moments that matter most. 

For advertisers, the challenge is not just to be seen – but to be seen at the right time, in the right place, with a message that truly resonates.