Back-to-school Shopper Journey 2025 | National Consumer Research Caddle + RCC

Caddle, in partnership with RCC, surveyed Canadians from coast to coast to better understand consumers' shopping around the next Back to School season.

Key Findings

1. Planning Begins Early-but Isn't Always Thorough

   Most parents start planning in late spring or early summer (67%), especially for younger kids. However, true planning drops as children age-high school parents are more likely to shop on the fly.

2. Promotions and Price Define the First Stop

   Price is the #1 driver behind retailer choice. 89% of parents actively seek deals, and mass merchandisers remain the go-to starting point due to pricing and convenience.

3. Emotional States Influence Decision-Making

   Parents who feel excited, stressed, or overwhelmed are more likely to rely on product reviews-and to change their minds based on them. These emotions are more common in early and mid-grades.

4. Shopping Happens in Multiple Rounds

   Although 78% feel confident they can finish shopping quickly, only 19% expect to complete it in one trip. Most families make 2-3 trips, influenced by stock issues, price hunting, or evolving school lists.

5. In-Store Dominates the Path to Purchase

   Despite online browsing, 99% of parents plan to shop in-store. Essentials like supplies, snacks, and hygiene items remain largely brick-and-mortar purchases.

6. Product Choices Shift with Age

   Private label is popular early, but as kids grow older and brand preferences solidify, national brands become more influential. Still, many remain open to switching-if price and quality are right.

Research powered by Caddle.