Your 2026 Guide to Back-to-School CTV Creative

Back-to-school (BTS) is one of the longest and most layered spending seasons on the calendar. Across that stretch, shoppers are planning, stocking up, and outfitting new routines and new lives. That creates real opportunity for brands that show up at the right moment with the right message. Here is what is driving consumer spending this back-to-school season, and how to build Connected TV (CTV) creative that captures attention and grows your business.

The Trends.

Nearly nine in 10 American households now watch CTV, and streaming continues to claim a larger share of total TV time. That reach, paired with a 98% ad completion rate, makes CTV one of the most effective places to show up during a high-intent stretch like back-to-school.

And 2026 is shaping up to be exactly that kind of season. BTS retail sales are projected to reach $85.42 billion, a 3.3% year-over-year increase that points to renewed discretionary spending after a more cautious 2025. But the season looks different than it used to. The shopping window has widened, spending has moved well beyond traditional school supplies, and consumer motivations have shifted.

The two main audiences behind BTS shopping are on different timelines. K-12 families are buying earlier than ever, with 67% of shoppers already spending by early July 2025. College shoppers come later, with 42% buying just three to four weeks before classes begin. Even with that late start, college BTS shopping is now the fastest-growing part of the season, set to make up 42.3% of total BTS spending in 2026. MNTN advertisers in dorm-adjacent categories even saw average revenue per advertiser grow 73.6% year over year during the July and August peak.

$85.42B Projected 2026 back-to-school retail sales.

$36.16B Total expected back-to-college spending.

67% of BTS shoppers begin buying by early July.

Creative Best Practices.

Clearly, the back-to-school season is a defining moment for many consumers, and a smart time for brands to show up with purpose-built creative. Whether your audience is getting ready for a first day of kindergarten or a final year of college, CTV lets you meet them where they are with tailored, resonant messaging.

We asked our creative experts for their recommended best practices. Here is what they had to say:

1. Lean into the season’s visuals and rituals.

Key Stat: Around 80% of students say they rely on influencers who share real experiences when making purchase decisions.

Capture the spirit of back-to-school with imagery and storylines that reflect the season: first-day nerves, locker reunions, the chaos of dorm move-in day. Viewers engage more with content that mirrors their own lives, and the same instinct that draws students to creators sharing authentic experiences applies to your creative. The closer your ads get to the real version of the season your audience is living, the harder they land.

2. Tailor your creative to the right audience at the right time.

Key Stat: 67% of back-to-school shoppers had started buying by early July in 2025, while 42% of back-to-college shoppers wait until just three to four weeks before classes begin.

K-12 parents and college students are buying very different things on very different schedules. Younger families start earlier each year, looking for academic basics, apparel, and the staples of a new routine. College shoppers come later and focus on building out independent living spaces. Plan creative that speaks to each group’s distinct mindset and timing rather than treating the season as a singular audience.

3. Reflect the season’s emotional weight.

Key Stat: In 2025, half of K-12 parents said they would prioritize healthiness over affordability when buying back-to-school items.

Back-to-school programming brings a wave of premium content, from late-summer escapism to early-fall premieres, and shoppers arrive in a genuinely emotional state. Parents are thinking about care and wellbeing, and students are navigating real identity shifts. Match that energy in your scripts and visuals so your ad feels like a natural extension of the cultural moment. Creative that acknowledges the meaning behind these purchases will cut through in ways that discount-driven messaging cannot.

 4. Plan for a longer runway.

Key Stat: 48% of hygiene products are purchased after college students arrive on campus.

The back-to-school season now spans roughly five months, from early-summer prep through post-move-in shopping in the fall. Build a story that develops across that timeline: early-bird messaging for K-12 planners in June, and a push around July tentpoles like Prime Day, which retailers now treat as a back-to-school moment for college tech and essentials. Then deploy urgency-driven spots for last-minute college shoppers in late August, and a continued presence through October for categories that keep selling long after the first bell. Brands that stay present deep into the season tend to be rewarded with more efficient performance.

Doing Your Homework.

The back-to-school season has grown into something far bigger than a late-summer retail push, and the brands that treat it that way will be better positioned to win. Whether you are reaching K-12 families shopping earlier than ever, college students building out their first independent spaces, or wellness-minded shoppers across both, the opportunity is there. CTV puts your brand in the room for those decisions, and the creative determines whether you are part of the conversation or background noise. Show up with something worth watching, keep it fresh as the season moves forward, and the results will follow.