Capturing the Back-to-School opportunity at Walmart

The Back-to-School season always arrives faster than expected, and this year will be no different. As parents and students prepare for the upcoming academic year, it’s essential to be ready to connect with shoppers during this key retail moment.

Learn about shopping behaviours, category trends, and class essentials by exploring our insights.

Class is back in session!

Canada’s Back-to-School season represents a $4 billion retail opportunity. With spend per child averaging anywhere between $600–$750 and most anticipating to shop 2–3 times to complete their shopping lists, there’s no shortage of opportunities to engage with shoppers.¹

Spending patterns are holding strong:

75%

of parents planned to spend the same or more²

Online shoppers:

79%

expect to buy Back-to-School items online¹

In-store shoppers:

99%

expect to buy items in-store¹

¹ Caddle & RCC, Back-to-School Shopper Journey 2025, May 2025

² Field Agent, Back to School 2025 Canadian Shopper Insights, August 2025.

Walmart plays a key role for Back-to-School shoppers

Back-to-School shoppers are turning to mass retailers to check off items on their lists, with price remaining a top consideration. Over half of shoppers say that finding good prices and deals is a challenge, and more than one-third say staying on budget is difficult.¹

54%

of Back-to-School shoppers said they plan to do most of their shopping at mass retailers like Walmart¹

94%

of shoppers shared that they were likely to visit Walmart in person to purchase school supplies²

¹ Caddle & RCC, Back-to-School Shopper Journey 2025, May 2025

² Field Agent, Back to School 2025 Canadian Shopper Insights, August 2025.

The summer months are important shopping periods across categories

Walmart shoppers complete their purchases across categories in waves. Even within the same category, the channel influences when we see shoppers making their purchases in preparation for Back-to-School season.

Online

Online, the month of July is key for Electronics, School Supplies, and Home items. August is where we see the most lift within the Apparel category year over year.¹