For decades, tutoring looked pretty much the same: A student and a tutor reviewed photocopied worksheets in the library or at the kitchen counter. If a family needed a tutor for their child, they often found one through a teacher or guidance counselor.
Things look different today. Tutoring is a multibillion-dollar industry that includes everything from private tutors to franchise learning centers to test prep companies. What was once a mostly local, word-of-mouth service has become a sophisticated market with providers building recognizable brands.
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.
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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 EdChoice-Morning 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 build bigger brands, the right merch can help them grow.
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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.
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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.
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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.
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Campaign Collateral
The Wellable Knit Quarter Zip gives tutors a polished layer they can wear from the classroom to the coffee shop. Smooth, flexible fabric wicks moisture away, and a quarter-zip neckline allows for adjustable ventilation.
PCNA / PPAI 113079, Platinum / pcna.com
Tutoring businesses can add their logo to the 1-Subject Spiral Notebook. It keeps their name visible while giving students a place to keep practice problems and study plans in one spot. Each notebook contains 70 college-ruled pages.
HPG / PPAI 110772, Platinum / hpgbrands.com
The Mini Notepad with Sticky Notes is great for jotting down test tips or the occasional “Did you do your homework?” note. It includes colorful sticky notes, five flags and a mini pen. Tutors can add their logo and hand it out after a session or use it as a reward for reaching a study goal.
SnugZ USA / PPAI 112982, Platinum / snugzusa.com
Sleek drinkware like the Roam Mug is a practical pick for welcome kits or milestone rewards. This double-walled stainless-steel mug features a no-sweat design and a spill-resistant slider lid. It fits neatly into a cup holder for sipping between school and tutoring sessions.
Numo / PPAI 112597, Gold / numomfg.com
Tutors can hand out the Hybrid Gel Pen to remind students who’s helping them ace the next test. This recycled-material pen features a soft-grip barrel and a smooth blue gel ink.
Spector / PPAI 168328, Gold / spectorandco.com
The Insulated Lunch Bag with Healthy Snacks turns test-day support into something students can enjoy. Packed with Hippeas, a That’s It fruit bar and SkinnyPop, this reusable, insulated tote gives test prep companies a thoughtful way to send encouragement before exam day.
NC Custom / PPAI 111662, Silver / nccustom.com
Test prep companies can welcome new students with the Gel Highlighter Set. It includes five bright colors with gel wax tips that resist smearing, won’t bleed through paper and last longer than traditional highlighters.
Lincoln Line / PPAI 383490, Standard-Base / lincolnline.com
The Barron’s ACT Study Guide gives students a comprehensive plan for test day. With six full-length practice tests, more than 2,000 practice questions and proven test-taking strategies, it’s a useful resource for test prep companies to include in premium enrollment packages.
The Book Company / PPAI 218850, Standard-Base / thebookco.com
Sellers is a California-based freelance writer and former associate editor at PPAI.
