Busy school mornings make convenience a primary purchase driver.

From August through September, lunch kit purchases increase by 44% as parents look for products that simplify meal preparation and fit seamlessly into daily routines.

For brands, this means highlighting convenience, portability, and ease of use, not just product features. Campaigns that show how a product makes school mornings easier are more likely to connect with parents during this seasonal planning window.

Back-to-school schedules create more demand for products that are easy to pack, carry, and consume on the go.

Single-serve juice drinks see a 39% increase heading into the school year as families stock up on portable options that make lunch packing easier.

These purchases aren't only seasonal, they often become part of a family's weekly shopping routine, making early visibility critical for brands looking to earn a place in repeat baskets.

Parents are looking for snacks that balance ease with nutritional value.

Sales of nutritional snacks grow over 31% during the back-to-school period, reflecting demand for products that fit active school days while supporting healthier choices.

The opportunity is to communicate both benefits clearly. Nutrition can help earn parent trust, while convenience can help drive the purchase decision.

Campaigns that make nutritional benefits easy to understand and connect them to everyday use cases can better support fast decisions in-store and online.

Back-to-school is a key moment for establishing household habits.

Our internal data shows that parents who purchase a back-to-school brand during the lead-up to the school year are 3.1 x more likely to continue purchasing that brand throughout the school year than parents who don't.

At the same time, categories commonly associated with back-to-school experience a 30% increase in sales as families prepare for the return to school.

Brands that earn a place in the basket during this routine reset have an opportunity to build longer-term household loyalty.

The strongest back-to-school campaigns connect media strategy to the way families actually shop. Parents are looking for products that make routines easier, from convenient meal solutions to portable drinks and nutritious snacks.

Brands that align messaging with these behaviours can reach parents while purchase decisions are being made and before new routines become established.

Loblaw Advance^TM helps brands turn shopper insights into targeted retail media strategies that drive seasonal impact and longer-term growth.

Ready to build a smarter back-to-school campaign?

Source: Loblaw Companies Limited internal data.