Before the backpacks hit shelves, Canadian shoppers are already filling their carts with back-to-school essentials. As families browse, budget, and buy across digital and in-store touchpoints, the brands that win are the ones that show up early and strategically.

But what’s more interesting, is that the back-to-school season also presents a strategic opportunity for brands looking to secure loyalty that lasts all year long. According to Loblaw data, families who purchase a particular brand during back-to-school are 3.1x more likely to stick with that brand throughout the school year. In a market where loyalty is hard-won and easily lost, this short window is a powerful opportunity for marketers to influence household routines.

From digital discovery to last-minute top-ups in-store, understanding how and when shoppers engage can help your brand land in the cart more often. Here’s what marketers need to know to show up where it matters most.

The back-to-school window may peak in August, but the winning strategies start well before that. While 64% of Canadians begin shopping in August and continue into September², early summer is a crucial time for brands to build awareness and influence consideration.

A phased media strategy with upper-funnel messaging kicking off in early summer, and urgency-driven creative in late July and August, ensures your brand is top-of-mind when baskets are finally being filled. Think long game: early impressions fuel in-store conversions.

Although there are many stores that are key players in the back-to-school shopping landscape, 45% of shoppers plan to visit Real Canadian Superstore^®, while 23% will head to Shoppers Drug Mart^®1. With retail media placements across both banners, brands have a powerful opportunity to intercept high-intent shoppers throughout their journey. Our expansive in-store network that features over 1,000 digital screens across our network ensures your message reaches families in the moments that matter most.

Plus, we’ve recently introduced aisle end cap screens at Real Canadian Superstore^®, offering bold new ways for your brand to stand out and make a splash in high-traffic zones. Combined with digital touchpoints, this omnichannel reach helps drive both awareness and conversion when it counts.

While inflation continues to shape purchase decisions, brands need to earn their spot in the cart. In a recent study, 95% of Canadians are actively looking for savings when shopping for back-to-school². According to the same research, digital plays a central role in this value hunt:

• 63% check retailer websites for deals

• 49% read flyers online

• 39% turn to flyer apps

To win with value-conscious parents, brands should prioritize high-visibility digital placements, targeted PC Optimum^TM offers, and omnichannel messaging that reinforces both price and quality.

Back-to-school doesn’t stop at stationary, backpacks, and electronics. With 96% of parents planning to pack lunches and snacks from home¹, grocery becomes a destination category and a key moment in the shopping journey. Shoppers are reaching for high-protein, shelf-stable, and convenient items that meet both nutritional needs and budget expectations.

Retail media offers an effective way to position your food brand as the smart choice for busy parents. Plus, looking at the numbers, parent shoppers are a key driver—boosting sales of back-to-school essentials like handheld snacks and portable foods by a remarkable 30%³.

Almost all shoppers still purchase in-store, but their journey begins long before they hit the aisles. According to the Retail Council of Canada, flyers and in-store displays remain a main source of inspiration, often influencing what ends up in the cart. Paired with the value-hunting mindset of checking retailer websites in advance, brands need to show up early, and stay visible across in-person and digital touchpoints.

At Loblaw, our retail media network allows brands to reach shoppers across every stage of the journey. From Sponsored Products, to in-store screens and offsite display ads, our solutions are designed to work together to maximize impact. When brands activate across in-store, online, and offsite media channels instead of just one, they see real results: customers exposed to all three touchpoints buy 16% more units on average³.

The takeaway? No single moment or medium wins alone. It’s the power of a connected, omnichannel presence that moves shoppers from discovery to purchase—and drives meaningful growth.

Our team can help you build a targeted, omnichannel campaign tailored to your brand’s goals—whether that’s driving awareness, increasing conversion, or launching something new. Contact us to get started.

Sources

Source 1: Field Agent Back To School 2024 Canadian Shopper Survey

Source 2: Flipp Back-to-School Shopping Insights 2024

Source 3: Internal Loblaw Data