As the **back-to-school season** approaches, it’s vital for retailers to recognize a rising force in shopping dynamics: **gamers**. In 2025, these digital enthusiasts won’t just be focused on their favorite games; they’ll play a pivotal role in planning, purchasing, and influencing household decisions in both **physical and digital retail** environments.
Gamers: The Unsung Heroes of Back-to-School Shopping
Recent research from Activision Blizzard Media reveals that a staggering **89% of US back-to-school shoppers** identify as gamers, with **50% having shopped for back-to-school items** in 2024. This insight underscores that gaming audiences are not just passive consumers; they are actively shaping seasonal retail moments.
These Players Are Parents—and Spenders
It’s no secret that **parents** form a significant portion of the gaming demographic. In fact, **62% of US players have children**, rising to **72% among players of King games**, known for titles like **Candy Crush Saga**. These parents are often the primary decision-makers in their households, especially concerning school-related purchases. With **61%** of gamers planning to spend **over $300 for back-to-school** in 2024, and **41%** anticipating expenditures exceeding **$450**, the potential to engage this audience is colossal. Even more telling, **38%** reported exceeding their original budgets— a clear indicator of **purchase flexibility and brand opportunity**.
Players Are Intentional, Omnichannel Shoppers
The back-to-school shopping spree requires meticulous planning, list-making, and often a multi-store trek. **Gamers exhibit intentionality across various shopping channels**. A notable **85% of US players** still prefer in-store shopping, while **67%** engage in online purchasing. With **mobile shopping** rising to the forefront, over half (**51%**) of players utilize smartphones or tablets, emphasizing the critical need for **mobile-first advertising experiences**.
Timing is key in this process, with many parents beginning their shopping as early as July. In fact, **66% wrap up their purchases by August**. Key events like **Amazon Prime Day** can have a significant impact, influencing **72% of US players** to participate in summer sales.
Advertising That Works for Players
When it comes to advertising, gamers have discerning tastes. Among King players, an impressive **28% say online ads influenced their back-to-school purchases**, while **46%** appreciate rewards for engaging with ads. Formats like playable ads and rewarded video ads resonate strongly, driving engagement and enhancing brand visibility.
What criteria sway a gamer’s choice of retailer? While convenience is essential, **product quality (**86%**), sales or discounts (**85%**), and the availability of specific school-list items (**84%**) are paramount**. These insights reveal an informed, deliberate consumer ready for tailored brand messaging.
The Takeaway
As **mainstream, motivated, and family-oriented consumers**, gamers’ influence on back-to-school shopping is rapidly growing. Their engagement, especially on mobile platforms, offers high purchase intent and receptivity to advertising. Brands that connect with this audience through the right messaging, formats, and timing can secure not just immediate purchases but **long-term loyalty**.
For additional insights into these behaviors, dive deeper into Activision Blizzard Media’s companion infographic.
—Walt Elder, Associate Director, Advertising Insights, Activision Blizzard Media
