Back-to-school marketing ideas that start before summer ends

Back-to-school is a huge opportunity, but as ad costs climb and competition intensifies, it’s never been tougher to break through. Many brands wait until the last moment, but that means missing the millions already shaping their plans. If you’re only showing up in August, you’re arriving after the decisions—and purchases—are already made.

On Pinterest, back-to-school planning starts as early as June.¹ Here, people build lists, save inspiration and make shoppable plans. Nearly 40% of outbound clicks during summer are on fashion and apparel and 30% are home-related—a sure sign Pinners take action when inspired.² Pinterest helps you reach planners, active shoppers and last-minute buyers when it matters most.

Discover what's trending and how you can turn insights into more effective, efficient campaigns this back-to-school season.

Growing back-to-school searches on Pinterest

June searches tell a clear story: back-to-school planning is in full swing while summer's just getting started. Here's what's gaining momentum for 2025.

Food and beverage³

Everything from the dawn breakfast rush to late night study snacks.

Fashion and beauty⁴

Getting clues about how to look good without the morning stress.

Home decor⁵

Making dorms feel like home and setting up dedicated study zones.

Pinterest best practices for back-to-school creative

Ready to stand out on Pinterest this season? Here’s how top brands inspire and convert back-to-school shoppers all summer long:

1. Make it real.
   Let your brand show up in genuine school moments, like lunch packing, study sessions and first-day ‘fits.
   

2. Get specific and seasonal.
   Highlight what matters now: backpack essentials, quick breakfasts or cozy dorm setups. Be in sync with what families are searching for.
   

3. Start early, stay visible, trust in the long game.
   Retail advertisers who run full-funnel back-to-school campaigns on Pinterest have seen higher year on year growth in ROAS compared to advertisers who do not.⁶ 
   

4. Lean into what's trending.
   Let top searches and emerging ideas shape your creative—your Pins could end up on the wishlists and vision boards your shoppers are making now. Case in point: Yoplait rode the lunchbox trend, using eye-catching Pins to deliver measurable lifts in brand love and intent.⁷
   

5. Optimise for action.
   Make it easy to shop straight from Pinterest: product tags, CTAs and helpful info help drive results all the way to checkout.
   

6. Keep testing, keep winning.
   Test, learn and refresh. Tweak creative based on real data to help drive the top results.

Back-to-school shoppers are already planning on Pinterest. Reach them while they’re still making their lists.