Every year, businesses assume the back-to-school shopping season begins in August.
Today’s consumers have changed that equation.
According to new research from Audacy, many parents are already shopping weeks before school begins, stretching purchases across a longer period as they search for the best prices, compare products and balance household budgets. For local businesses throughout Cache Valley and Northern Utah, that means waiting until the last minute to advertise could mean missing many of the customers who have already made their purchasing decisions.
Audacy’s latest research, The Secret to Winning the Back-to-School Rush, highlights a shopping season driven by emotion, value and careful budgeting—and it offers valuable lessons for businesses planning their marketing campaigns.
Parents Are Shopping Earlier—and Smarter
The research found that today’s parents aren’t simply checking items off a school supply list. They’re balancing budgets while trying to give their children the best possible start to the school year.
As Audacy explains:
“Parents are not just buying school supplies; they are actively tending to their one weakness: their kids.”
The study found:
- 45% of parents say purchasing what their children want is their top priority.
- 44% say they’ll spend extra to buy what their children need.
- Nearly two-thirds of parents say inflation is affecting their back-to-school shopping decisions.
- Nearly half are delaying purchases while waiting for the best sales and promotions.
That combination creates an important opportunity for local businesses.
Parents are still spending—but they’re looking carefully at where they spend. Businesses that clearly communicate value, convenience and special offers have an advantage.
Value Beats Brand Loyalty
One of the most important findings from the research is that many shoppers are becoming less loyal to national brands.
Audacy reports that nearly half of parents are prioritizing value over brand loyalty and are twice as likely to seek deals and discounts during the shopping season.
That should encourage locally owned businesses throughout Logan, Cache Valley and Southern Idaho.
Large retailers may have national advertising budgets, but local businesses often compete by offering:
- Better customer service
- Convenient locations
- Personalized recommendations
- Community relationships
- Immediate product availability
The challenge is making sure shoppers know about those advantages before they decide where to spend their money.
Why Audio Continues to Deliver Results
Perhaps the most compelling takeaway for advertisers is how parents are consuming media.
Audacy found that:
“Busy parents make time for Audio in their daily lives.”
The research reports:
- 80% of parents listen to AM/FM radio every week.
- Nearly 60% listen to streaming AM/FM or podcasts each month.
At the same time, only about half regularly watch broadcast or cable television, while just 24% identify themselves as heavy social media users.
Audacy concludes:
“Audio is the high-reach, high-engagement platform that meets parents where they are throughout the day.”
That aligns with what many Northern Utah businesses already see.
Parents listen while driving children to camps, commuting to work, running errands, attending school activities and preparing for the upcoming school year. Those are valuable moments when purchase decisions are actively being made.
Reach Families Across Multiple Platforms
Audio is powerful by itself, but today’s strongest marketing campaigns combine multiple touchpoints.
Cache Valley Media Group gives businesses the ability to stay in front of consumers throughout the day through:
- Live and local personalities on stations like KVNU, KIX 96.7, Q92.9, Utah’s VFX, 106.9 The FAN, KOOL 103.9 and Juan 97.3
- Digital display advertising
- Streaming audio
- Video advertising
- Social media campaigns
- Sponsored content
- Cache Valley Daily’s highly engaged local audience
A parent might hear a radio commercial during the morning commute, see a display ad while reading local news on Cache Valley Daily at lunch, and encounter a reminder on social media later that evening.
That repeated exposure builds familiarity—and familiarity often drives purchasing decisions.
Start Before the Rush
One of Audacy’s biggest messages is that the back-to-school shopping season is no longer concentrated into a few hectic weeks.
As the report notes:
“The 2026 back-to-school season won’t be won at the final checkout lines. This competition peaks weeks earlier—now—when kids are demanding what they want and parents are deciding what to buy and where to shop.”
For businesses, that means the best time to advertise isn’t when everyone else starts. It’s before shoppers finalize their plans.
Whether you’re promoting clothing, school supplies, sporting goods, restaurants, automotive services, healthcare, financial services or any other business that serves local families, reaching parents early gives your business a better chance of becoming their first choice.
Make Your Marketing Count
The back-to-school season remains one of the biggest retail opportunities of the year, but consumer behavior continues to evolve. Businesses that focus on value, convenience and consistent messaging across trusted local media are well-positioned to stand out.
Audacy’s research makes one thing clear: parents are listening long before the first school bell rings.
If you’d like help building a back-to-school marketing campaign that reaches families across Cache Valley, Northern Utah and Southern Idaho, contact one of Cache Valley Media Group’s marketing consultants. We’ll help you combine the power of local radio, Cache Valley Daily, digital advertising, streaming audio and social media into a campaign designed to reach customers when they’re ready to buy.
Source: Audacy Research & Insights, “The Secret to Winning the Back-to-School Rush,” by Deepika P. Das (2026), incorporating research from MRI Simmons, Nielsen Scarborough, eMarketer, JLL and the National Retail Federation.
