Every year, two shopping seasons dominate the school calendar: Back to
School and Halloween. New research reveals how parents are shopping during both —
and why supermarket advertising for schools has never been better timed
to reach them.
Back to School: Parents Are Shopping Earlier Than You Think
The back to school season is bigger than most schools realise. While uniforms take the largest share of the
budget, they account for less than half of total spend — 57% of back to school budgets go towards sports
items, accessories, books and stationery.
More importantly for school advertising campaigns, parents are starting their back to school shopping as
early as two months before term begins. That means the window to reach them with your open evening
message, your school brand or your recruitment campaign is longer than you might expect — and it starts in
June and July, not September.
Quality is the top priority when parents choose where to shop, with high street stores and shopping centres
the most popular destinations. Half of all parents visit stores specifically to research before purchasing — up
6% from the previous year. This dwell time in retail environments is exactly where supermarket and retail advertising sand bus stop advertising delivers results.
Sustainable Choices Are Driving Parent Behaviour
Sustainability is no longer a niche concern — it is mainstream parent behaviour. Research shows that 37% of
parents bought at least one second-hand school item last year, and many actively seek out products that can
be used across multiple years, including stationery, backpacks and accessories.
For schools, this is worth noting in your own communications. Parents who are sustainability-conscious
respond well to schools that share those values — and if your school has green credentials, your advertising
campaigns should reflect that.
Sustainability is up 5% as a priority year on year. If your school has eco credentials, lead with them in your
advertising creative — it aligns with what parents already care about and helps your school stand out from the
crowd.
For more on sustainable school practices, visit the Department for Education at gov.uk.
Halloween: A Second Opportunity to Reach Parents in the Real World
Halloween shopping follows remarkably similar patterns to Back to School. Sustainability is growing as a
priority — up 5% year on year — with 36% of parents reusing decorations, 31% reusing costumes, and 1 in 5
making their own. Cost-consciousness is also high, with 64% of Halloween costume shoppers buying on
promotion.
For schools, Halloween represents a second moment in the autumn term when parents are out on the high
street, in supermarkets and in shopping centres — exactly where OOH advertising formats like bus stop
advertising, supermarket advertising for schools and adshel screens sit. If your school has an open
evening or community event in October or November, the weeks around Halloween are a prime time to put
your message in front of local parents.
What Supermarket Advertising for Schools Can Do This Autumn
Start earlier than feels comfortable.
Parents are making decisions and doing research from the summer holidays onwards. A school advertising
campaign that launches in September is already behind the curve. Bus stop advertising and supermarket
advertising booked for July and August puts your school in front of parents while they are already in a
planning mindset.
Meet parents where they already are. This is precisely why supermarket advertising for schools works so well
during the autumn term.
In-store research is increasing, not decreasing. High street locations and shopping centres are where parents
spend time during both the back to school and Halloween seasons. OOH advertising in these environments
— bus shelter ads, supermarket screen advertising, shopping centre formats — reaches parents in the
moments between decisions.
Sustainability resonates.
If your school has eco credentials, a green ethos or a sustainability programme, lead with it in your
advertising creative. It aligns with what parents already care about and helps your school stand out.
How Focus Media Can Help
At Focus Media UK, we’ve spent over 20 years helping schools reach parents through the right outdoor
advertising formats, at the right time of year, in the right locations. Whether you’re planning an open evening
campaign for September, a school brand awareness push over the summer, or a community event promotion
in October, we’ll help you choose the formats that work — and the locations that put you in front of parents in
your catchment area.
Want to talk through your autumn term advertising plans? Get in touch for a free, no-obligation conversation
— we’ll put together a proposal tailored to your school and your budget.
