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

2025年6月18日

Green lunchbox with compartments holding watermelon slices, lime wedges, a drink bottle, spring rolls and cut vegetables on a tablecloth.

Back-to-school planning on Pinterest begins before summer ends. Connect with shoppers as they’re building lists, not after the competition peaks.

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

Colorful tray with a smoothie bowl topped with blueberries, granola and strawberries, a cup of milk, banana and bowls of fruit.

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

easy healthy meal prep

uni meals

packed lunch ideas

lunchbox

easy breakfast for kids

Fashion and beauty⁴

Child in a blue hat and orange jacket drinks from a reusable bottle with a metal straw, holding the bottle with both hands.

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

comfy school outfits

skin care solutions

cute school bags

back to school hair

school trip outfit

Home decor⁵

Child in a colorful shirt packs a yellow notebook into a blue backpack in a bright, organized room with a desk, computer and plants.

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

cozy dorm room

study room decor

kids desk ideas

school bag storage

desk nook

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:

Make it real.
Let your brand show up in genuine school moments, like lunch packing, study sessions and first-day ‘fits.
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.
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
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
Optimize for action.
Make it easy to shop straight from Pinterest: product tags, CTAs and helpful info help drive results all the way to checkout.
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.

キャンペーンを作成する

Visit 2025 moments guide