Modern Brands Prepare Fulfillment for Back-to-School Spending Surge

The summer season means fun in the sun for many, but for retailers, it also means preparing for a busy season of their own—back-to-school shopping. Whether it’s K-12 or college shopping, consumers are preparing to spend across product categories to prepare for school, from apparel to electronics and beyond. In fact, per EMARKETER’s 2025 back-to-school forecast, K-12 spending will reach nearly $50 billion this year and will account for 59% of total back-to-school sales. While shoppers will return to brick-and-mortar stores for many products, they will also flock to online shops and marketplaces to nab necessities and shop sales. 

For many eCommerce retailers and brands, back-to-school shopping signals a unique opportunity to grow sales, if they are prepared to meet customer expectations earlier than ever. EMARKETER notes that online back-to-school shopping has 37% market penetration—17% higher than total retail eCommerce. Retailers need to assess and optimize their digital channels and align promotional strategies to capture online sales fast. And they’ll need to prepare ahead of a fast-approaching shopping window. Fifty-five percent of consumers finished their shopping by late July in 2024 compared to 59% in 2023. The early purchase trend will likely continue this summer. 

Though consumer sentiment improved as potential tariff threats and corresponding economic anxiety eased in June, they are still shopping cautiously and strategically across categories. According to recent PwC data, 37% of shoppers purchase back-to-school items only when they are on sale. And they plan to shop earlier across channels to maximize savings. This data aligns with Radial’s research, which indicates that 30% of consumers plan to focus on necessities first. Per the same Radial survey, 21% plan to buy fewer products overall.  

Retailers need to pay attention to what consumers want across categories, then optimize inventories and pricing strategies accordingly. Per EMARKETER, shoppers will focus first on apparel, footwear, and accessories. This will be followed by health and personal care. In contrast, they may be less willing to spend money on more expensive consumer electronics. 

While eCommerce already plays an outsized role in back-to-school shopping, consumers flock to certain categories online the most. They will buy books, computers and consumer electronics, and apparel, footwear, and accessories most often online. Online retailers will want to optimize their inventories and fulfillment strategies accordingly.  

Many brands experienced a turbulent first half of 2025. Consumer sentiment fell amid economic uncertainty and tariff challenges. And business leaders were likewise concerned with growing uncertainty, causing some organizations to focus on short term tariff mitigation strategies and pause other initiatives. 

As tensions eased in June, some brands can now refocus on capturing early back-to-school sales while reassessing their longer-term strategies. They can prepare for slow but steady growth and focus on driving efficiencies—from optimized inventories to strategic promotions. Likewise, they must focus on mapping channel strategies to match shifting consumer shopping habits.  

Consumers are shopping earlier than ever, so retailers must move quickly to prepare inventories and promotion strategies. But eCommerce and omnichannel brands can’t stop there. Radial’s research demonstrates that consumers expect both great shopping experiences and quality fulfillment. Seventy-two percent of consumers say shipping speed and reliability are the most important factors in deciding whether to buy from a modern brand. Product availability (66%) and easy/free returns (63%) rank even higher than values like brand identity or personalization. Worse, brands that don’t offer great fulfillment experiences lose customers. 

Brands hoping to capitalize on back-to-school trends need fast, reliable fulfillment to manage the sharp increase in online sales. Those exploring new channels, like major retailer partnerships or marketplace strategies, need a seamless way to connect, increase sales, and build momentum. 

Modern brands can differentiate themselves during back-to-school shopping seasons by focusing on both quality products and quality fulfillment. And they don’t need to do it alone.  

Radial has the solution: Radial Fast Track. Radial Fast Track provides scalable, cost-effective fulfillment for modern brands, without upfront costs or long-term contracts. All backed by Radial’s simplified operating model, cutting-edge technology, and 40+ years of logistics expertise.   

Radial Fast Track can help solve a variety of challenges:   

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