Brand Marketing Cheat Sheet for Back-to-School 2025 | Unity

Unity's 2025 survey of 1,234 parents reveals mobile apps are pivotal for back-to-school shopping: 68% use apps, 46% complete purchases in-app.
Dads are more likely to start early (29% before June vs.
16% of moms) and download new apps (55% vs.
44%).
58% of parents engage with rewarded ads for savings.
Coupons (32%) and limited-time offers (14%) drive purchases.
42% plan to spend over $150 on clothing alone.
63% of parents are influenced by advertising.
Moms are primary purchasers (86%).
Top retailers: Walmart (39%), Amazon (17%), Target (12%).
Dads favor tech/office stores more than moms.
For best results, launch awareness campaigns in mid-Q2, create deal-focused mobile ads, and target moms via mobile gaming where women outpace men (73% vs.
65%).