The report highlights how the back to school period has evolved beyond a retail spike into a critical moment for advertisers to capture heightened consumer intent and secure early wins ahead of the competitive Q4 retail season.Winning in the back-to-school season requires far more than tactical discounts, according to the latest Back to School 2025 Report titled ‘The Return to Rhythm: Seizing Opportunity in the Back to School Season‘ released by Platformance, the growth acquisition engine within FAST Ventures,
The report emphasises why advertisers must integrate influencer marketing, retail media and commission based commerce within a unified, outcomes driven framework.
“Back-to-school is no longer just about parents shopping for supplies, it’s the Middle East’s collective reset moment,” said Waseem Afzal, Founder and CEO of Platformance.
Afzal added, “From parents to professionals, consumers are returning from summer refreshed, primed to purchase, and actively reshaping routines. Our report reveals how advertisers can harness this momentum to not only capture demand but also build a decisive advantage heading into the fourth quarter of 2025.”
The report highlights how the back to school period has evolved beyond a retail spike into a critical moment for advertisers to capture heightened consumer intent and secure early wins ahead of the competitive Q4 retail season.
It also offers actionable strategies, such as:
- Partnering with relatable creators who drive authentic engagement with family audiences.
- Activating retail platforms and ecommerce environments where conversion intent peaks.
- Leveraging affiliates to convert deal-seekers and re-engage lapsed customers.
“Back-to-school is a proving ground,” Afzal said, adding “The insights and efficiencies brands gain now directly strengthen performance for Q4’s most competitive period.”
Key findings about the back to school (BTS) period
The report reveals:
- Surge in consumer intent: Brand mentions for leading ecommerce platforms across the Gulf triple during BTS, with search volumes rising 15–20 per cent (Brandwatch & Ahrefs data).
- Shifting purchase priorities: More than one in two consumers prioritise convenience and quality over price when making shopping decisions (Digital Turbine, 2022).
- Category growth:
- Educational apps: More than 14 per cent installs in August vs. H1 (Adjust, 2023)
- School supplies: More than 50 per cent sales globally (Afterpay, 2024)
- Backpacks: More than 65 per cent growth vs. annual average
- Electronics: More than 70 per cent of BTS shoppers allocate budget to laptops, tablets, and accessories (Monetate, 2024)
- Cultural relevance: Saudi Arabia’s National Day and the broader return of business events amplify consumer engagement, making BTS a multi layered cultural and commercial inflection point.
