BACK-TO-SCHOOL SHOPPERS ARE NOT IGNORING AI

17. 7. 2026 | 5 min read Advertising and marketing hype has become heavily saturated with the term "agentic buying" for back-to-school purchases, but the distinction between actual transactional data and futuristic projection only becomes more blurred as the season gets underway.

MAJORITY OF BACK-TO-SCHOOL SHOPPERS GET A HEAD START ON THE SEASON

14. 7. 2026 | 5 min read Consumers are getting an early start on back-to-school shopping, with 62% of shoppers having already started shopping for the school year by early July, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. While the figure is down slightly from 67% at the same point in 2025, it remains significantly higher than the 55% reported in 2024.

BACK-TO-SCHOOL SHOPPERS HEAD TO MASS MERCHANTS, DEPARTMENT STORES

9. 7. 2026 | 4 min read Consumers are worried about their personal finances and plan to shop accordingly as value and affordability steer the market, according to Deloitte.

PINTEREST GETS THE JUMP ON BACK-TO-SCHOOL CAMPAIGNS

2. 11. 2025 | 2 min read Pinterest has shared some new tips for marketers looking to tap into the 2026 Back-to-School period, in order to ensure that you have your plans in place ahead of the shopping season.

THE SCHOOL YEAR BEGINS IN AUGUST ON TV SCREENS. WHAT DO EDUCATIONAL ADS TELL US ABOUT SOCIAL VALUES – AND ABOUT OURSELVES?

30. 8. 2025 | 13 min read Television campaigns focused on education no longer promote only crayons, backpacks and university brochures. Instead, they have become a tool for presenting universal social values, parental ambitions and cultural identity. From Target’s musical spectacle in the US to the digital revolution of India’s Byju’s to the film-style public campaign of the French Ministry of Education, education is now more than just a product in advertising. In the Czech environment, we are still keeping our feet on the ground, but this may be a call for positive change.

BACK-TO-SCHOOL CAMPAIGNS ARE HERE, BRANDS TARGET PARENTS AND STUDENTS

22. 8. 2025 | 4 min read As the start of the school year approaches, major brand marketing campaigns aimed at students and parents have kicked off.

PARENTS PRIORITIZE VALUE, CONVENIENCE DURING BACK-TO-SCHOOL SHOPPING

2. 8. 2025 | 4 min read As parents prepare their kids for the new school year, they’re tightening budgets, reusing last year’s supplies, and looking for ways to efficiently check off their lists.

AD INTEL: IN THE BACK-TO-SCHOOL ERA, BRANDS INVEST IN ADVERTISING DIFFERENTLY

30. 10. 2024 | 2 min read The Ad Intel News series of short reports from Nielsen Research's advertising monitoring complements last month's ranking of the Top 5 brands in the School & Office Supplies segment.

SCHOOL IS CALLING, RECALL MANY ADVERTISERS’ ADS

28. 8. 2024 | 5 min read The after-school back-to-school season is upon us, and with it, sponsors are launching back-to-school campaigns.

SCHOOL BELL RINGING: TELEVISION ADVERTISING HAS A BIG IMPACT ON WHAT IS PURCHASED AND WHERE TO SHOP BEFORE SCHOOL STARTS

28. 8. 2024 | 7 min read Many parents have been shopping for school supplies since May, according to a new online survey on the influence of TV on pre-school shopping. It reveals the factors that influence parents’ shopping behaviour.

BACK 2 SCHOOL! HOW DOES THE NEW SCHOOL YEAR START IN THE WORLD OF (NOT ONLY) TV ADVERTISING?

1. 8. 2022 | 16 min read The summer holidays have once again swung into their second half practically in the blink of an eye. With their inevitable end, it’s time to once again take charge of the responsibilities that many will find unavoidable in September. This is a reality for school children and students in particular, but for the younger ones it also affects their parents. All of this is a signal to advertising campaigners, for whom the Back 2 school season is one of the most exposed times of the year. Not participating is essentially a sin that shall be punished. Nor is participating poorly an entirely profitable strategy. What do the successful television commercials that have helped shape the phenomenon tell us about Back 2 school marketing?

TV ADVERTISING ISN’T DEAD, IT’S EVOLVING

26. 9. 2018 | 7 min read The back-to-school season this year was also the back-to-TV season for department stores. The top brands in the category spent $247.8 million from July 1 to Aug. 31, according to iSpot. That’s a 9.3% jump over the same period last year.