As brands prepare for the annual Back to School shopping season, Captify (part of Verve), a specialist in Search Intelligence, has revealed new analysis showing that Back to School has evolved into two distinct consumer journeys, each with different audiences, purchase behaviours and opportunities for brands.
Drawing on billions of real-time search signals, the research highlights how shopping priorities shift across categories. Parents focus on lunchboxes, uniforms and school essentials during August, while university students move towards household products, and buy pre-owned fashion and technology on platforms like Vinted, as they prepare for independent living.
- Back to School is now two distinct shopping moments: School search intent peaks sharply in August at 3.7x above average, concentrated into a three-to-four-week period. By contrast, university-related search builds gradually from September and remains 34% above average through December, creating a longer planning and consideration window.
- Back to School drives significant demand across multiple categories: FMCG records the strongest search uplift during the season (+163 percent), followed by fashion (+129 percent), while tech search remains relatively stable overall (+9 percent) but is driven by highly defined purchase moments rather than sustained volume.
- Parents and students shop for completely different baskets: August FMCG searches are dominated by packed lunches, snacks and meal preparation, accounting for more than 80 percent of category searches. By September, cleaning and household products become the largest category, representing 41 percent of searches as students prepare to live independently for the first time.
- University students are embracing resale as value reshapes Back to School fashion: Among university-bound shoppers, Vinted accounts for around a third of fashion brand searches and over-indexes 3.8x against the general population. By contrast, school fashion remains driven by necessity, with uniform searches spiking sharply in early August while school shoe searches continue building into September.
“Back to School has traditionally been viewed as a single retail moment, but search behaviour reveals a very different story,” said Jane Wolfson, President, UK & International at Captify (part of Verve). “In the space of six weeks, the FMCG basket flips completely, going from lunchboxes and snacks in August to cleaning and household essentials, which become the largest category by September. It shows a complete change in who’s shopping and why. Brands now need to plan for two distinct journeys: school-related demand has a tight window in late July and August, while university-related interest allows for a longer brand-building window from September onwards.”
Image courtesy of Unsplash. Photo credit: Element5 Digital.
The analysis is based on anonymised UK search data collected by Captify between 1st January and 31st December 2025. Audience size estimates are based on Captify Search Intelligence from a recent 30-day period (25th May – 23rd June 2026).
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