The back-to-school season has always been a transitional time. And between 2023 and 2025, it has become a window into something more, showing us how communities rally, families stretch to meet rising costs, and how brands show up (or don’t) when it matters most.
Our multi-year analysis of back-to-school conversations reveals deep patterns of care, concern, and creativity across the U.S. And as we’ll see, in the latest data from May through July 2025, the mood shifts again, balancing emotional resonance with economic reality.
Here’s what brands need to know about the 2025 back-to-school season and how to connect meaningfully with today’s time-strapped, cost-conscious, and emotionally engaged families.
Across 2023–2025, five major themes consistently shaped the back-to-school conversation—and they’re clearly reflected in the network visualization below. While each speaks to a specific focus, together they reveal the broader emotional and practical layers families are navigating during this season.
Preparation and community initiatives appear throughout clusters like “Preparations by District,” “Lunch Box,” “Kid & Teacher Crafts,” and even “Hair, Outfit, Wear.” These conversations highlight the hands-on ways families and educators gear up for the year, from organizing supplies and routines to planning meals and morning rituals.
Corporate and local engagement is most visible in clusters such as “Gifting Backpacks” and “Deals on Essentials,” where we see everything from nonprofit drives to brand-led campaigns. These moments are often about showing up in a real way, providing value without being overly promotional.
Health and wellness on campus is woven into topics like “Clothing & Safety Concerns,” “Mental Health,” and “Government.” From discussions about school safety and dress codes to broader concerns about emotional wellbeing and public policy, the conversation reflects the full spectrum of what it means to keep students safe and supported.
Personal growth and education reform come through in clusters like “Family, Friends, Relationships,” “First Day Images & Memories,” and “Return to School.” These are deeply emotional stories—posts about growing up, letting go, and navigating big milestones that go far beyond shopping lists.
And finally, the retail reality check is present across clusters like “Money Struggles,” “Deals on Essentials,” and “Property,” where families share the challenges of affording what their kids need. These aren’t just complaints; they’re real reflections of the economic pressure shaping every decision.
In fact, we see shopping behaviors evolving with growing financial pressure. Net sentiment around back-to-school shopping dipped sharply in 2023, then reboundd, especially around in-store and local shopping in 2025.
This visual shows the rebound in sentiment toward local and in-person shopping in 2025.
Altogether, these conversations tell a much richer story than school supplies alone. They reflect a season that’s deeply human, full of both joy and strain, and full of opportunity for brands that listen well and show up with care.
The emotional range around back-to-school is striking. Words like excited, happy, cute, and thrilled were common—but so were struggle, dread, ugly, embarrassing, and annoy. For many families, this season is both joyful and overwhelming.
This duality matters. Brands that acknowledge the reality without sugarcoating or slipping into pity marketing earn trust. Those that simplify, support, or celebrate real family moments stand out, like Cricut (below), which “makes moments into memories.” It’s a smart cutting machine that makes personalized items out of designs:
https://youtu.be/gx0E5B288ZI?si=prvJ99Gdg_Cf01Y3
That’s a great idea that resonates with many families, but it’s important to view purchase behaviors through the evolving tension between needs and wants.
When we look at actions associated with the back-to-school season, we see a tension between excitement and restraint. Families “want,” “need,” and “look for” supplies, but also “not afford,” “cancel,” “avoid,” and “not attend.”
Parents are weighing every purchase. This is where brands can offer more than discounts; they can offer relief, clarity, and confidence.
What makes back-to-school season feel rewarding—or painful? Attributes like “free school supplies,” “student help,” and “give opportunity” rank high. So do “drain for parent,” “expensive,” and “not supply.”
The takeaway: cost remains a core concern, but generosity and access are brand opportunities. Donations and giveaways resonate—but only when paired with real impact.
From May through July 2025, back-to-school conversations have begun to surge again and will likely not peak until mid-August. And topics driving those conversations show how multidimensional this moment has become. Beyond supplies and sales, families are navigating complex emotional, financial, and community-driven pressures.
Our real-time social media analysis identified 15 distinct conversation clusters, with 10 standing out in volume and emotional weight. These trends offer clear guidance for brands looking to connect with parents and educators right now:
This timeline shows when specific themes spiked, helping brands anticipate future waves in real time.
The largest and most sustained theme, “Return to School” captured both logistical concerns and emotional preparation. Parents posted about school calendars, schedules, supplies, and their kids’ (or their own) readiness to start again.
Brand opportunity: Ease the transition. Offer tools, checklists, or emotional support content to help families feel equipped and calm.
This cluster focused on human connection: grandparent send-offs, neighborhood carpools, sibling moments, and heartfelt posts about family growth through the school year.
Brand opportunity: Position your product as part of the support system. Memory-making, daily rituals, and shared stories matter here.
Driven by community giveaways, nonprofit drives, and brand-led donation events, this cluster was highly emotional and action-oriented. It often included expressions of gratitude and support.
Brand opportunity: Highlight your social impact with humility. Share recipient stories and emphasize dignity, not charity.
Parents turned to social to share deals, price complaints, and shopping hacks. Conversations spiked around tax-free weekends and budget-saving bundles.
Brand opportunity: Don’t just promote discounts, create trust. Offer transparency on pricing and genuinely helpful purchase strategies
Back-to-school photos remain a cultural fixture. Parents celebrated first-day outfits, chalkboard signs, and sentimental milestones with stories that resonated beyond aesthetics.
Brand opportunity: Invite user-generated content (UGC), run visual campaigns, or spotlight first-day traditions in your storytelling.
This cluster merged confidence, self-expression, and seasonal refresh. Back-to-school makeovers, hairstyles, and clothing choices were celebrated with pride and creativity.
Brand opportunity: Position your brand around transformation—style as identity, and preparation as empowerment.
Districts played a visible role, sharing calendar updates, lunch policies, and safety measures. Parents engaged with these updates, often resharing or commenting on clarity (or lack thereof).
Brand opportunity: If you serve educators or school systems, offer tools to streamline communication. Provide resources for busy administrators and overwhelmed parents alike.
Creativity had its moment—DIY name tags, teacher gifts, and themed activities filled the feed, especially among early elementary parents and educators.
Brand opportunity: Lean into low-cost, feel-good inspiration. Co-create with teachers or influencers to amplify reach.
This cluster included school dress codes, protective gear, and temperature-related concerns. Posts blend fashion, function, and frustration.
Brand opportunity: Promote gear that’s both practical and expressive. Position products as smart, safe, and student-approved.
Cost pressure was a persistent theme. Parents shared budgeting woes, tradeoffs, and even opted out of traditional back-to-school shopping altogether.
Brand opportunity: Offer more than markdowns. Think bundle options, referral programs, or flexible payments, and communicate with empathy.
What the May–July 2025 data tells us is that the back-to-school season is no longer just a marketing moment. It’s a convergence of culture, economics, emotion, and community care. Brands that participate thoughtfully, not just transactionally, will see long-term gains in trust and visibility.
Need help finding your place in the conversation? We can help you analyze what matters now and what’s coming next.
For example, regional patterns suggest localized opportunities. Conversation volume varies widely by region, with the Pacific, South Atlantic, and Mid-Atlantic areas leading the way in potential impressions.
This isn’t just a national moment; it’s a regional one. Brands that lean into local stories, partnerships, or events can build relevance where it matters most.
Of all the topics explored, though, two stand out for their emotional resonance:
And based on everything we’ve seen from 2023 through mid-2025, here are three clear strategies for brands:
Back-to-school in 2025 isn’t just about pencils and backpacks. It’s about emotion, identity, support, and survival. When brands tune into the real conversations and respond with humility, creativity, and care, they don’t just win loyalty. They earn it.
Reach out and we’ll help you earn customer loyalty too!