The education technology market has shifted dramatically from 2024’s well-funded optimism to today’s complex, budget-constrained reality.
Aaron Lawrence, VP and Group Publisher for Future B2B Education, presented findings from the data from the 2026 co-produced Tech & Learning and SmartBrief audience survey at Tech & Learning’s EdExec Summit in Chicago. The survey highlights profound changes in how, when, and why schools purchase educational solutions.
The days of predictable, seasonal buying cycles have vanished, replaced by an ongoing search for value, peer validation, and practical utility.
The End of the Seasonal Buying Cycle
The most staggering shift in the education market is the transformation of the purchasing timeline. In 2024, only about a third of buyers evaluated products year-round. Today, 67% of education buyers are in a continuous state of product evaluation.
- Factors like sudden policy shifts, new classroom realities, or immediate physical needs require schools to adapt constantly.
- A purely seasonal marketing strategy is no longer viable. Consistent, year-round engagement is required to stay top-of-mind when an unpredictable need arises.
- Vendors must build long...