Published February 6, 2017 by Chief Marketer

In the Most Wanted series, Chief Marketer looks at some of the top demographic segments marketers need to target in 2017. This week, we look at K-12 teachers.

Who: This one’s pretty self-explanatory: K-12 teachers teach students in kindergarten and in grades from 1 to 12, in public, private and for-profit schools.

The Stats: In 2015, the number of K–12 teachers in the U.S. exceeded 3.9 million, according to Shelton, CT-based Market Data Retrieval (MDR), which specializes in the education market. And according to Denver-based Agile Education Marketing, during the 2015–16 school year, those teachers spent an average of $487 out-of-pocket on work-related items, with 87% going toward classroom supplies. That adds up to roughly $1.9 billion in spending power, with $1.65 billion of that being spent on supplies ranging from crayons to stickers to pencil sharpeners. And it doesn’t take into account “discretionary funding” that many teachers receive from their schools or districts to buy materials.

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.

New information product provides education businesses with deep market insight into what’s being used in public districts and schools across the country

Agile Education Marketing’s EdIntel identifies exactly which schools and districts are using specific products, programs or teaching methodologies

Denver, CO—February 1, 2016—In response to the ongoing shift to highly personalized and targeted marketing and sales campaigns, Agile Education Marketing has released a new information product that provides education businesses with unprecedented insight into the products, programs and educational initiatives in use in individual schools and districts across the U.S.

sheerid logo 2015Agile EM smalllogo


Annual survey finds that teachers spend an average of $490 of their own money on their classrooms but still won’t risk their extremely sensitive personal data online in exchange for discounts.


Eugene, OR – July 23, 2015As the back-to-school shopping season ramps up, SheerID, the leading teacher verification provider, and Agile Education Marketing release the results of their annual survey of K-12 teachers about their spending habits. The average amount teachers spend of their personal funds on their classrooms hovered around $500 for the second year in a row.

Agile Education Marketing and SheerID surveyed 536 K-12 teachers and discovered that 71% spent $200 or more out of pocket on school supplies, instructional materials, and professional development for the 2014/2015 school year. The majority spent more out of their own bank accounts than they received from either their school or their school district for classroom supplies.

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About Agile Education Marketing

We're the go-to people to build brand recognition and generate leads. Using our comprehensive EdConnect™ database of early childhood, K-12 and higher education institutions and personnel, Agile Education Marketing helps you reach educators at school, at home and online.