Every year, back-to-school season represents one of the most profitable times for retailers. After the holiday season and Black Friday, it’s often the event that generates the most sales in sectors like fashion, school supplies, electronics, sports, furniture, and even groceries.

In 2025, consumers are more connected than ever. They compare prices online, look for targeted deals, and want fast, personalized shopping experiences. For retailers, this means that planning an effective campaign is essential to stand out.

But here’s the catch: today is August 21, and back-to-school is just days away. This changes everything. Many families have already shopped, but there’s still a large portion of consumers making last-minute purchases, eager to buy quickly.

This article provides a complete strategy to plan (and execute quickly) a high-performing Back-to-School 2025 campaign, even if you’re starting late. We’ll cover:

• Current consumer trends.

• Essential steps for planning your campaign.

• The best channels to maximize your ROI.

• Quick actions you can still take before the end of August.

Before launching a campaign, you need to understand buyer behavior.

Who is buying?

• Families with school-aged children: They’re looking for the best deals on clothes, backpacks, supplies, and lunch items.

• Postsecondary students: They purchase laptops, affordable furniture, décor, and trendy clothing.

• Young professionals: Back-to-school also means a fresh start at work, and many update their wardrobe or gear.

When do they buy?

• July and early August: Planned purchases and price comparisons.

• Mid-August to early September: Last-minute shopping. At this stage, speed and availability matter more than discounts.
  👉 On August 21, we are right in this critical last-minute phase.

What are they looking for in 2025?

• Speed: Online shopping with in-store pickup or express delivery.

• Simplicity: Ready-to-go bundles, clear promotions (“2 for 1,” “30% off essentials”).

• Savings: Purchasing power is still a big concern, so discounts must be significant and displayed upfront.

Even though back-to-school is around the corner, you can still build an effective campaign in just a few days by following a clear method.

Define your objectives quickly

At this stage in late August, your goals could be:

• Clear out inventory quickly before fall products arrive.

• Drive foot traffic to your store over the next 10 days.

• Boost online sales with flash promotions.

👉 Example: A clothing store could focus on liquidating its summer denim by positioning them as “perfect back-to-school jeans.”

Segment your audience

Even last-minute, segment your offers:

• Families → back-to-school bundles.

• Students → discounts on electronics, accessories, dorm décor.

• Young professionals → office-ready clothing and quality bags.

Choose your priority channels

There’s no time to launch a massive campaign across 15 platforms. Focus on the ones that deliver results fast:

• allsales.ca → reach an audience already in shopping mode.

• Facebook & Instagram → quick, targeted promotions.

• Newsletters → direct, immediate impact.

• Targeted email blasts → reach your most engaged shoppers.

Create urgency

In late August, urgency is your best ally. Use messages like:

• “Offer ends August 31”

• “Limited quantities”

• “Last chance before school starts”

Simple, straightforward promotions

Consumers don’t have time to decode complicated deals. Stick to clear discounts:

• Percentage discounts: -30%, -50%.

• Volume discounts: 2 for 1, 3 for 2.

• Ready-to-go bundles: complete school kits at a fixed price.

Context-specific messaging

Speak directly to last-minute shoppers:

• “It’s not too late to save on back-to-school essentials!”

• “Shop today and be ready by September 1st.”

Dynamic visuals

Visuals should be simple, colorful, and mobile-friendly. Show:

• Happy kids with their school supplies.

• Trendy students with laptops and backpacks.

• Relieved parents with full shopping bags.

Specialized platforms (allsales.ca)

The advantage: an audience already in buying mode. Your ad appears alongside other back-to-school promotions, increasing your chances of being noticed by shoppers ready to act.

Social media

Facebook and Instagram remain essential for reaching a wide audience quickly. Use sponsored, geolocated ads to target families near your store.

Newsletters and targeted emails

A targeted email blast to your subscriber base—or via a specialized platform—can generate open rates above 40%. It’s direct, measurable, and perfect for flash sales.

Imagine a clothing store in Toronto wanting to liquidate its jeans before September:

• Objective: sell 200 pairs and drive foot traffic.

• Channels chosen: allsales.ca (1 week), a targeted Facebook campaign, and an email blast to its subscriber base.

• Message: “Back-to-School 2025: Jeans 40% Off – Until August 31 Only!”

• Expected results: immediate traffic boost and full sell-through in less than 10 days.

The advantage of digital marketing is that everything is measurable. Track results within hours of launching:

• How many clicks is your ad generating?

• Which channel performs best?

• Is your conversion rate high enough?

👉 Adjust as you go: swap visuals, refine your copy, or increase budget on the top-performing channel.

Even on August 21, there’s still time to run a strong back-to-school campaign. Last-minute shoppers are motivated, ready to buy, and often less price-sensitive.

The key is to focus on:

• Clear, impactful offers.

• Rapid distribution on the right channels.

• An urgent message that drives immediate action.

👉 With a clear strategy and efficient tools like allsales.ca, your back-to-school promotions can still deliver maximum results—just in time for the first day of class.