GumGum Reveals 77% of UK Shoppers Say Advertising Influences Back-to-School Purchases
by on 21st Aug 2025 in News
As Britain prepares to head back to school this September, a new survey from GumGum, the contextual-first technology leader, reveals that advertising continues to play a decisive role in shaping how consumers shop. This effect is especially pronounced when ads show up at the right time, in the right format, and with the right message.
According to the survey, which involved over 1,250 consumers in the UK, nearly four out of five (77%) of respondents say advertising plays a significant role in influencing their back-to-school purchases. Over a quarter (26%) say that advertising helps them discover new brands, even as they research other options. An additional 21% of shoppers say that advertising helps keep brands top-of-mind, as they stock up on school supplies and essentials.
Additional key findings from the survey include:
- Timing is critical and shoppers respond when ads appear in moments that matter: The biggest differentiator? Timing. Over 45% of UK shoppers say they’re most receptive to back-to-school ads while actively researching or shopping. That compares to just 7% who are receptive while streaming, and 8% while scrolling social media, highlighting that ads placed in high-intent moments resonate far more than passive placements.
- It’s not just the discount – creative still matters: Performance marketing shouldn’t come at the cost of good creative, and consumers respond best to visually sharp, relevant messaging. When asked what makes an ad stand out during back-to-school shopping, 23% of UK shoppers say it needs to feel relevant to their needs; just behind the 24% who cite value. A fifth (20%) are drawn to ads that are visually engaging and creative.
- In-store and social ads lead the way: Social media (26%) and in-store promotions (20%) emerged as the most influential ad formats for back-to-school shopping in the UK, outpacing search, streaming, and native placements. These figures were mirrored by a parallel GumGum study of respondents in five other global markets, showing consistent preferences despite the rise of digital video and streaming.
"Back-to-school is one of the most competitive shopping moments of the year, and families are actively looking for guidance, not noise," said Kerel Cooper, chief marketing officer at GumGum. "What stood out in this research is how much timing and context matter. Ads are most effective when they show up during key decision-making moments, with messaging that respects where the shopper is in their journey."
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