Dubai, UAE – 25th August 2025 – Platformance, the growth acquisition engine within FAST Ventures, today announced the release of its highly anticipated Back to School 2025 Report, titled “The Return to Rhythm: Seizing Opportunity in the Back to School Season.”

The report highlights how the back to school (BTS) period has evolved beyond a retail spike into a critical moment for advertisers to capture heightened consumer intent and secure early wins ahead of the competitive Q4 retail season.

“Back-to-school is no longer just about parents shopping for supplies, it’s the Middle East’s collective reset moment,” said [Waseem Afzal], Founder & CEO of Platformance. “From parents to professionals, consumers are returning from summer refreshed, primed to purchase, and actively reshaping routines. Our report reveals how advertisers can harness this momentum to not only capture demand but also build a decisive advantage heading into Q4.”

Key Findings from the Report

• Surge in Consumer Intent: Brand mentions for leading ecommerce platforms across the Gulf triple during BTS, with search volumes rising 15–20% (Brandwatch & Ahrefs data).

• Shifting Purchase Priorities: More than 1 in 2 consumers prioritise convenience and quality over price when making shopping decisions (Digital Turbine, 2022).

• Category Growth:

• Educational apps: +14% installs in August vs. H1 (Adjust, 2023)

• School supplies: +50% sales globally (Afterpay, 2024)

• Backpacks: +65% growth vs. annual average
• Electronics: Over 70% of BTS shoppers allocate budget to laptops, tablets, and accessories (Monetate, 2024)
• Cultural Relevance: Saudi Arabia’s National Day and the broader return of business events amplify consumer engagement, making BTS a multi layered cultural and commercial inflection point.

 

The Playbook for Marketers

Platformance’s report emphasises that winning in BTS requires more than tactical discounts. Advertisers must integrate influencer marketing, retail media, and commission based commerce within a unified, outcomes driven framework.

The report offers actionable strategies, such as:

• Partnering with relatable creators who drive authentic engagement with family audiences.

• Activating retail platforms and ecommerce environments where conversion intent peaks.

• Leveraging affiliates to convert deal-seekers and re-engage lapsed customers.

“Back-to-school is a proving ground,” added [Waseem Afzal], “The insights and efficiencies brands gain now directly strengthen performance for Q4’s most competitive period.”

Download the full Back to School 2025 Report here.

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