The last bell of the school year has barely stopped ringing, but in the print world, back-to-school season is already stirring. It’s one of the biggest retail moments on the calendar—the National Retail Federation calls back-to-school season second only to the winter holidays, with K-12 spending recently topping $39 billion. And shoppers are moving earlier every year—nearly half of parents now shop ahead of the rush, a habit shaped by years of “grab it while it’s in stock” thinking.
So where does the demand come from? It arrives in two flavors.
First, the retailers. Stores need eye-catching signage, mailers, and promotional flyers to announce their seasonal sales—and industry voices have long recommended kicking those campaigns off in June.
Second, the schools. Even in a world full of digital forms, registration, orientation, and open houses still run on printed materials. Think folders, flyers, and catalogs—plus a stampede of swag: bumper stickers for proud parents, and branded pencils and notepads that double as fundraising gold for teams, clubs, and PTOs. Now's the time to capture these orders.
Two audiences, one tight timeline. The print reseller who gets ahead of it owns the season.
Owning the season also means knowing what’s working in the industry. Point your customers toward the trends actually shaping this year:
Sustainability sells. Schools are chasing greener goals, so eco-friendly promos—recycled notebooks, reusable drinkware, and canvas totes—have shifted from a “nice extra” to an expectation. In fact, a growing number of school districts now include sustainability criteria in their procurement guidelines, making green options a practical requirement, not just a talking point.
Print that does more. QR codes turn an ordinary brochure or banner into a doorway, linking parents straight to school portals and event sign-ups. Recent education marketing data shows schools using QR-linked print materials report stronger parent engagement at orientation events—a simple add that costs nothing extra to produce.
Bundle the experience. Schools love a “one-and-done" order. Pairing folders, signage, and giveaways into orientation-ready or open-house kits makes saying “yes” effortless.
The resellers who win this season tend to turn these trends into pre-built bundles their school and retail clients can order in a single click.
You don’t need a ten-point checklist to get ahead, but a few habits make all the difference:
The August rush always arrives faster than anyone expects, so the planning you do now is what keeps the season calm. Map your two audiences, line up the in-demand items, and build the bundles before the orders start landing.
Need a helping paw? Our zookeepers have created ready-to-print designs and bundled them up for you—ready-to-sell and promote your off-the-shelf supply of Zoo’s most popular back-to-school products. They’re free to use, so get yours now!