Overview
Back-to-School 2027 is shaping up to be all about smarter spending, quality that lasts and making family life easier.
With household budgets under pressure, Australian mums are becoming more selective about where they spend, choosing products that deliver genuine value, investing in quality essentials and looking for brands they can rely on.
Mumpower’s latest research reveals five key trends shaping Back-to-School shopping in 2027, from purchasing priorities and spending habits to the brands capturing mums’ attention.
5 Back-to-School Trends for 2027
1. Value Is the New Priority: Quality Over Cheap
Mums are focusing first on products that deliver lasting value, before looking for the lowest price.
6 out of 10 Mums
- Prioritise value for money when choosing Back-to-School brands (63%)
- Say quality and durability are key considerations (61%)
- Are still influenced by price and discounts (59%)
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The trend: Brands that can deliver the right balance of quality, longevity and affordability will be better positioned to win mums’ attention in 2027.
Mum’s voice | Bonds
2. Spend Smart: Mums Are Investing Where It Counts
Not every Back-to-School essential is treated equally. Mums are becoming more strategic about where they invest and where they save.
Top 2 categories Mums are prepared to pay more for quality
- School shoes and footwear (70%)
- Lunchboxes and drink bottles (52%)
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Budget-friendly options remain popular for stationery, labels and everyday school supplies.
The trend: Mums are prioritising quality where it matters most, investing in durable, everyday essentials like school shoes while saving on lower-cost items.
Mum’s voice | ASICS
3. Mums Want School Essentials That Last
Back-to-School shopping comes with long lists, growing costs and plenty to organise. The last thing mums want is to replace school essentials halfway through the year because they haven’t lasted.
Top 3 Back-to-School shopping frustrations for mums
- Products that don’t last or need replacing (63%)
- Rising prices and overall costs (58%)
- Paying more without knowing if the quality is better (27%)
The trend: With growing costs and long Back-to-School shopping lists, mums want products that last. Brands that can demonstrate durability through real customer experiences will be better positioned to earn mums’ trust and demonstrate lasting value.
Mum’s voice | Harlequin bags
4. Convenience Counts: Make Back-to-School Shopping Easier for Mums
With long shopping lists and busy family schedules, mums want to get their Back-to-School shopping done with as little hassle as possible.
Almost 1 in 3 mums are frustrated by:
- Products being out of stock (31%)
- Having to shop across multiple retailers (30%)
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The trend: Brands and retailers that make Back-to-School shopping easier through one-stop shopping, reliable stock availability and convenient purchasing options will stand out to busy mums.
Mum’s Voice | BIG W
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5. Familiar Favourites and Trusted Brands Lead the Way
As families prepare for Back-to-School 2027, mums are turning to a mix of trusted school essentials, quality footwear, practical lunch products and affordable retailers.
The Top 30 Back-to-School Brands Australian Mums Are Talking About
b.box tops the list, followed by ASICS and Smiggle, highlighting the importance of everyday functionality, durability and products that make school life easier, such as the Number 1 ranked brand b.box
Mum’s voice | b.box
Top 30 Mum Ranked Back To School Brands
1 | b.box |
2 | ASICS |
3 | Smiggle |
4 | Clarks |
5 | Kmart |
6 | Nike |
7 | YETI |
8 | Anko |
9 | Officeworks |
10 | Target |
11 | Hippo Blue |
12 | Smash |
13 | Faber-Castell |
14 | Crayola |
15 | Montii Co |
16 | Skechers |
17 | Staedtler |
18 | BIG W |
19 | Apple |
20 | Bonds |
21 | Adidas |
22 | Sistema |
23 | EcoCocoon |
24 | ROC |
25 | Stuck On You |
26 | Alimasy |
27 | Ascent |
28 | Shoes & Sox |
29 | Aldi |
30 | Best & Less |
What These Trends Mean for Brands in 2027
Back-to-School is no longer just about ticking items off a shopping list. It’s about helping families make smarter purchases, save time and get more value from every dollar.
For brands and retailers, the biggest opportunities lie in:
- Demonstrating lasting value through quality and durability.
- Making shopping easier with convenient, accessible solutions.
- Building confidence through genuine reviews and product experiences.
- Offering smart savings without compromising on quality.
The Takeaway
Mums aren’t necessarily spending less. They’re becoming more intentional about where their money goes.
At Mumpower, we champion the voice of mums and the brands that support her. Our insights help brands understand changing family purchasing behaviours and create marketing strategies that genuinely connect with Australian mums.
Get in touch with Mumpower today to discover how our research can support your Back-to-School 2027 marketing strategy.
Source: Mumpower Back-to-School 2027 research. Percentages for spending preferences and frustrations are approximate readings of the supplied charts. Brand rankings are based on mentions.