When the summer holidays end, an occasion begins that is two things at once: an emotional milestone for families and a plannable shopping season. School enrollment (Einschulung) is celebrated, gifted and equipped, and because the school start falls on a different date in every federal state, timing matters especially here. Those who know who they want to reach and when can put stationery retail, fashion, electronics and local providers in exactly the right position. This article is part of the series on audiences by occasion.
Why back to school is a double occasion
Back to school has an emotional and a practical side. The emotional one is enrollment: the first day of school, the school cone (Schultüte), the family celebration. The German Retail Association (HDE) expects around 770 million euros in retail revenue for enrollment in 2026. At the top of the list is school equipment such as school backpacks and pencil cases, which 75 percent of buyers plan for, while nearly 70 percent go for books and stationery.
The practical side concerns all pupils, not just first-graders: new notebooks, pens, clothing and increasingly technology for lessons. One important point for targeting: willingness to spend has recently been subdued; according to HDE, 44 percent want to spend less than the year before. For you that means relevance and the right timing count for more than the loudest offer.
The key audiences at back to school
Families with an enrollment child. Enrollment is a big moment that is celebrated and documented. The school cone, gifts, photos and the celebration are part of it. You reach this group via streaming specifically by age and interests, and because at back to school the whole family often sits together in front of the TV, several people see the same spot. Why that increases impact is shown in the article on co-viewing on smart TV.
The school-supply buyers. School backpacks, pencil cases, notebooks and pens are the biggest category at the school start. Stationery stores, bookshops, department stores and specialist retail now meet a planning clientele that consciously compares many things.
The fashion and clothing buyers. Children grow, and for the new school year they are often newly kitted out, from shoes to jackets. Fashion and shoe retailers can specifically address this recurring demand, precisely because it repeats year after year.
The technology buyers. Tablets, laptops and accessories increasingly belong to school supplies, because lessons are becoming more digital. For electronics retail, back to school is therefore a growing occasion where parents want to be advised and convinced.
The education and leisure providers. With the new school year, tutoring, music schools, sports clubs and course providers also start their enrollment phase. These locally anchored offers benefit from addressing families in their catchment area specifically at the right time.
How to play it with onescreen
What makes back to school special is the regional timing. Because the summer holidays, and thus the first day of school, fall differently in every federal state, the shopping window also shifts from region to region. With onescreen you can aim your campaign precisely at the federal states and postal codes where school is just starting, instead of advertising nationwide at the same time. On top of that you target by age, gender and interests and reach families on the big screen, non-skippable and with full attention.
One thing stays important: expectations. The purchase rarely happens directly in front of the TV, but in the store or on the smartphone. Streaming advertising builds demand and puts you top of mind before the family decides where to buy backpacks, clothing or technology. Why relevant attention counts for more than sheer reach is explored in the article Attention Over Reach. How precisely streaming can be targeted regionally is shown in the article on regional targeting in streaming TV.
Conclusion
Back to school combines emotion and routine: the one-off enrollment and the annual equipment purchase. It reaches families across Germany, but at different times, which is why regional targeting by federal state and postal code is the decisive lever. Those who, as a stationery retailer, fashion house, electronics provider or local tutoring service, are present at the right time in the right region meet a planning and attentive audience.
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FAQ
Who do I best reach at back to school via streaming? Above all families with an enrollment child, plus the buyers of school supplies, clothing and technology, and local education providers such as tutoring and clubs. Targeting is done specifically by age, interests and region.
How much revenue does enrollment bring? According to the German Retail Association, retail expects around 770 million euros for enrollment in 2026. The biggest category is school equipment, planned by 75 percent of buyers, followed by books and stationery.
When should I start my campaign? In line with the regional school calendar. Because the summer holidays end differently in every federal state, the shopping window shifts, and the campaign should run shortly before the school start in each region.
Is streaming advertising worthwhile for local providers such as stationery stores or tutoring? Yes, especially for them. Through targeting by federal state and postal code you reach the families in your catchment area exactly when school begins for them.