Most tutoring still happens face to face, but online tutoring is growing fast, up more than 900% since 2000. That means tutoring businesses and test prep companies can reach students well beyond their local communities. Every time students wear a logoed hoodie or sip from a branded tumbler, the brand gets a little more real-world exposure. This matters, considering that tutoring is no longer just a last resort. Nearly 1 in 4 U.S. students has received tutoring, according to a 50CAN survey of more than 23,000 parents. Most parents (60%) say they strongly support making tutoring free for students who fall behind. Many of these parents are turning to tutoring as part of their children’s education, even if their kids are already doing well in school. In EdChoiceMorning Consult polling, 35% to 45% of school parents said they had a child currently receiving tutoring or actively looking for it. Families report spending more than $350 a month on tutoring, suggesting that academic support has become a regular priority for many families. Students and parents may be the most obvious audience for branded merchandise, but test prep companies and tutoring businesses should also consider the tutors. More than 54,000 tutors work across the U.S., according to Zippia data. With an average age of 42, these aren’t just high school students looking for volunteer hours. They’re professionals who represent the brand every day. Give them branded apparel and they become walking brand ambassadors. Welcome them with merch like branded journals or drinkware, and they’ll feel part of the team from day one. There’s a B2B opportunity, too. Test prep companies and tutoring providers often partner with schools, colleges and other education-focused organizations. It’s another way to put the brand in front of students with items that reinforce learning and help them succeed. As private tutors and test prep companies look for ways to stand out and Online tutoring is growing fast, up more than 900% since 2000. Nearly 1 in 4 U.S. students has received tutoring, according to a 50CAN survey of more than 23,000 parents. – 50CAN survey 35% to 45% of school parents said they had a child currently receiving tutoring or actively looking for it. – EdChoice-Morning Consult polling More than 54,000 tutors work across the U.S. —Zippia data 85% of public schools offer some type of tutoring, up from 78% in 2024. —National Center for Education Statistics build bigger brands, the right merch can help them grow. A Little Merch Can Go A Long Way Tutoring may be in demand, but it isn’t within everyone’s reach. Cost is the biggest hurdle, with 30% of parents whose children aren’t receiving tutoring saying it’s too expensive. Access is another challenge. Among parents of students earning the lowest grades, 26% say tutoring isn’t available in their community. That makes affordability and access important considerations for tutoring companies. Branded merch, from study kits to notebooks, help extend the relationship beyond paid sessions. They also provide value without adding another bill for families. Tests Are Optional, But Merch Is Mandatory The SAT and ACT may be losing some of their college-admissions clout, but test prep companies shouldn’t put away their branded pencils. Most universities (86%) don’t require test scores, leaving it up to students whether they submit their scores. Test prep companies can stay relevant by changing their approach from “you need this test” to “a strong score can give you options.” Branded merchandise like highlighters and study kits can reinforce strong study habits and the bigger journey to college. Tutoring Gets Down To Business Tutoring is getting a much bigger seat at the education table. According to the National Center for Education Statistics, 85% of public schools offer some type of tutoring, up from 78% in 2024. Additionally, 42% offer high-dosage tutoring, which is typically one-on-one or small-group sessions. Online tutoring is gaining ground, too, with 11% of schools offering on-demand online tutoring. As demand for tutoring continues to grow, private tutors can find new ways to build a professional brand. Merch like branded notebooks and bags can help them look the part and give students something useful to take beyond the lesson. • NOVEMBER 2026 • 25 Why Branded Merchandise Is The Ultimate Study Buddy | Must Read
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