SheerID and Agile Education Marketing Release Third Annual Teacher Spending Survey

Posted on Aug 2, 2016 · 4 min read

Survey finds that 81% of teachers now shop online for classroom items

Eugene, OR — August 2, 2016 — With the back-to-school season in full-swing, SheerID and Agile Education Marketing have teamed up for the third consecutive year to provide insights into U.S. K-12 teacher and educator spending habits. With insights from 558 respondents, the survey highlights how more teachers are using mobile methods to shop, as well as how organizations that offer teacher discounts are more likely to gain long-term customer loyalty from teachers.

This year’s survey found that teachers spent an average of $487 of their own money on their classrooms for the 2015-2016 school year, down only $3 from the previous year, while 77% of teachers spent at least $200 or more, up 6% from the previous year. Individual teachers reported spending as much as $4,000 last year to get their classrooms ready for the school year. The survey showed that 81% of teachers spent their money on classroom supplies—more than any other product or service, including professional development.

In addition to spending habits, the survey also looked at how teachers shop; 38% prefer to shop solely online, and 43% prefer to shop using a combination of both online and in-store. To make this shift toward online shopping even more clear, nearly 90% of teachers noted that they are more likely to buy from a company that offers a teacher discount online than one that doesn’t.

“Teachers are adapting to new technologies, both inside and outside of the classroom,” said Jenny Schumacher, Vice President of Sales and Marketing for Agile Education Marketing. “When it comes to shopping, the convenience of researching the best deal online and choosing whether to shop in-store or online has created more opportunities for educators to find the best prices on the products they need. And since the amount of teachers spending their own money on classroom items isn’t changing, it’s more important than ever that retailers who want to support educators offer their discounts online.”

As seen in previous years, teacher discounts are the best way for retailers to attract the attention of teachers and win their business. A whopping 84% of teachers said they are more loyal to brands that offer teacher discounts.

“Teachers clearly respond exceptionally well to brands that offer teacher appreciation programs; however, we’ve seen that many retailers today are struggling to offer teachers deals because of the fear of promotions going viral,” shared Jake Weatherly, CEO of SheerID. “That’s why we’re working with brands across the country to bring exclusive offers to teachers both online and in-stores, without the risk of margin erosion or discount fraud for retailers.”

One such brand and major retailer taking this to heart is Staples. This back-to-school season, Staples is launching a special back-to-school program for college students and teachers giving them special access to exclusive deals on electronics, school supplies and more with verification services powered by SheerID.

College students and teachers can sign up for exclusive deals at

SheerID’s teacher verification solution is used by both large and small brands to bring protected offers to teachers during the back-to-school season and all year round. To see a full list of companies that use this solution and to read case studies of its applications, visit

To see the complete set of survey results, go to or view the infographic.

For more information about SheerID, please visit Follow @SheerID on Twitter, or find us on Facebook at

About SheerID

SheerID’s instant eligibility verification solutions ensure margin and profit protection for enterprise and SMB clients while also making personalized marketing programs scalable. By instantly verifying consumers’ eligibility against authoritative data, SheerID delivers a seamless customer experience without interrupting the shopping process. Backed by Voyager Capital, the SheerID verification solution helps clients, including Spotify, The PGA TOUR, and Foot Locker, protect their exclusive offers to high-value customer segments such as military, students, and teachers. Verification is available across multiple channels, including online, in-store, via mobile device, or over the phone, all while keeping customer information safe and secure. SheerID’s verification services can be configured for any e-commerce website, internal customer sales/support system, mobile application, or POS system.

About Agile Education Marketing

Founded in 2009, Agile Education Marketing is an innovative education information firm that supports the marketing initiatives of businesses selling products and services to pre-K-12 and higher education institutions and personnel. Agile’s at-school and at-home mailing and email lists, coupled with their knowledge and insight, help education businesses improve their marketing results and maximize their marketing investments. For more information about Agile and their partners, visit Follow @AgileEd on Twitter or Facebook at

Lois Lane by Lois Lane