Back-to-School 2025: The Window Is Open, Is Your Brand Showing Up?

Back-to-school season is more than a shopping rush, it’s a reset. For families across Pittsburgh, it marks a return to routine, a time to prepare, and a moment when attention turns toward structure, schedules, and smart decisions.

It’s also a key opportunity for local advertisers.

New 2025 data shows that spending remains strong, purchase windows are still open, and broadcast TV continues to drive awareness, especially at a time when families are actively making choices. For Pittsburgh brands, this is a moment to deliver relevant, helpful messages across TV, digital, and streaming.

Let’s take a closer look at the opportunity, and how to make the most of it.

01 | Back-to-School Spending Is Holding Steady

According to TVB's Back-to-School 2025 forecast, national spending is expected to hit $39.4 billion, continuing a long-term upward trend in this key seasonal window.

Back-to-School spending has remained strong year over year, highlighting the importance of strategic, well-timed messaging.

This confirms what many Pittsburgh businesses already know: Families may shop smarter, but they’re still shopping, and they’re looking for brands that meet them with relevance and clarity.

02 | Shoppers Are Waiting, But Ready to Act

While many families start their back-to-school lists early, most are still in decision-making mode. According to national data:

· 84% of shoppers still have at least half of their purchases left to make

· Nearly half (47%) are waiting for the best deals

· Others are still figuring out what they need or stretching their budgets over time

Shoppers are in-market but intentional. Campaigns that meet them now, with the right message, can win attention and trust.

For Pittsburgh businesses, this means the timing is right.

Families are looking for guidance, value, and ease. Your campaign doesn’t need to shout, it needs to show up where decisions are being made.

03 | Most Shoppers Plan to Spend the Same or More

Despite ongoing economic pressures, 3 out of 4 back-to-school shoppers say they’ll spend the same or more than last year, a clear signal that intent is high and messaging still matters.

Budget-consciousness doesn’t mean budget-free. Consumers are still investing smartly and selectively.

Whether it’s school supplies, services, apparel, tech, or wellness, brands that align their creativity with value, purpose, and ease will stand out. And those that show up in familiar, trusted content environments can gain even more ground.

04 | Broadcast TV Still Builds the Strongest Awareness

According to TVB’s national study, 70% of consumers who named TV as their top awareness channel picked broadcast over cable.

For top-of-funnel awareness, broadcast TV leads especially in markets like Pittsburgh where local news and community programming hold trust.

When your brand runs on WTAE during the evening news, morning updates, or seasonal content, it’s placed within the content Pittsburghers rely on most. That foundation of trust makes every impression more impactful, especially when supported by digital, OTT, or social media.

Final Take: Timing, Trust, and Local Visibility

Back-to-school may be a national season, but in Pittsburgh, it plays out in familiar ways. Classroom lists, family schedules, weekend shopping, and local school pride.

The data is clear: Spending is steady. Shoppers are intentional. And trusted platforms still lead.

Connect with WTAE Advertising to create a back-to-school campaign that shows where it matters, on every screen, and in every moment.