2018 Report on the American Homeschool Market – Homeschool Marketing

It’s time to decipher the homeschool market so you can sell more products

The 2018 Report on the American Homeschool Market
by Homeschool dot Marketing

You know you have a quality product. 

You are sure it can solve the problems of homeschool families, and you’d like to reach more of them with your answer. But connecting with them and convincing them to part with their dollars can be elusive. 

Although you are making money, you wonder if you are missing out on many more sales. You feel you aren’t quite reaching your full potential with the homeschool market.

  • You aren’t sure if the sales copy on your website and in your ads resonates with homeschool parents.
  • You aren’t sure if your website’s copy appeals to the homeschool audience, engenders trust, and overcomes their objections.
  • You fear you are leaving money on the table with lost sales because of things you don’t know—maybe things you don’t even know that you don’t know!

Worst case scenario, you are flailing about, trying things randomly, sending campaigns into the void, unsure how to hit the target.

You aren’t totally sure which social networks you need to invest in. 

You are forced to guess and make assumptions because you either don’t have experience with the homeschool market or have only vague impressions based on your own limited experience and commonly held stereotypes. You are not sure if your impressions are valid or are based on inaccurate or outdated stereotypes.


Stop Guessing and Start Understanding Homeschoolers

There is hard data about homeschoolers’ preferences, habits, and desires. With this data, there’s no more guessing. With this statistically valid and recent (2017) research, you’ll have facts upon which to make marketing decisions:

  • where to find homeschoolers and how to appeal to them
  • how to help homeschool parents see the value of your product
  • what language and topics to use or to avoid in your sales and ad copy
  • timing of promotions
  • pricing of products and subscriptions
  • blog content
  • opt-in ideas
  • convention tactics
  • ideas for product development

Your marketing and product development investments will create more results because they are based on fact—not assumptions or hopes.

Information empowers you to gain homeschoolers’ trust and provide them what they actually want. Once you know what they want, you can hone your offering to increase your market share of the homeschool community, reach more families, and help more kids.


The Homeschool dot Marketing 2018 Report on the American Homeschool Market is the only source for extensive, up-to-date data about homeschoolers.

Based on the current US estimate of the homeschool population as 1.5 million families, the 2017 Report on the American Homeschool Market has a 95% confidence interval with a 2% margin of error. The data was cleansed and analyzed by epidemiologist Lisa Ferland, who has managed research projects with public health organizations around the world including the CDC.

No other research exists with the same level of comprehensive detail about American homeschoolers—both demographics and psychographics.

Topics Covered in the 2018 Report on the American Homeschool Market

The 185 questions cover a broad range of topics, including these:

special needs

What are the most common special needs among homeschoolers. Is it a large motivation to homeschool? 

How spending habits, preferred materials, and convention attendance differs among special needs parents, etc. 


The importance of different academic subjects at different grade levels: geography, art, music, math, grammar, vocabulary, reading, composition, handwriting, economics, literature, science, foreign language, Bible, physical education, history, computer science, life skills, sex education, government, character development.

purchasing behaviors

Budgets, estimated versus actual spending, timing of purchasing, new versus used, etc.

How spending varies by grade level. 

What factors influence a purchase.

homeschool conventions

Attendance habits and preferences.

co-ops and cottage schools

Preferences and experiences with being part of homeschool co-ops and cottage schools.


What subscription based services do homeschool parents prefer? 

online learning

What age group is most likely to attend online classes and for what academic subjects. How much parents expect to spend on online classes.  


Homeschoolers' preferences for faith-based and secular materials for different academic subjects. How much religion motivates parents to homeschool.

social media

Where parents turn for advice, curriculum, and teaching resources.
The preferred social media platforms for homeschool parents.

  • bullseye
    demographics—racial, socio-economic, dwelling, employment, medical insurance, etc.
  • bullseye
    what homeschool styles, learning styles, and teaching methods parents identify with
  • bullseye
    vacation, travel, and charitable giving
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    how community type (suburban, rural, urban) impacts participation in co-ops, field trips, and online classes
  • bullseye
    how Millennial parents differ from other age groups in their homeschool preferences (styles, methods, considerations when buying, etc.)
  • bullseye
    how parent work status impacts curriculum choice, including dollars spent, opting for online classes, and teaching style

I read the Homeschool Marketing Report over the holidays, and wanted to let you know that I think that was the best $500 investment that I could have possibly made!!! The data in the report absolutely blew us away, and gave us so much information for beginning to understand our new customer."

Jeff Steinberg

Vice President

PDX Reading Specialist

Purchase & download the 2018 Report now

Besides the data itself—presented in charts, diagrams, numbers, and percentages—the Report provides insights for applying the facts to your marketing decisions with specific suggestions and best practices.

Now you will outshine your competitors
by actually knowing (not guessing)
what homeschoolers want

The sooner you have this data in your possession, digest it, and apply it to your marketing decisions and product development, the faster you will increase your slice of the homeschool dollars pie and outpace your competitors.

Once your marketing and product development is informed by research instead of guesses, your work will be more effective—no more wasting money and energy. 

Keep flailing about with assumptions and guesses to maintain the same results you have now. Or invest in this research, gain a deeper understanding of the current American homeschool market, get the lead on your competitors, and generate more income by channeling your efforts into projects that actually appeal to homeschoolers.

The homeschool market is growing more diverse year after year. The types of families choosing to homeschool and the reasons that move them to do so are more varied than ever before. Even if you feel you used to have a handle on what homeschoolers want, today’s younger parents are different from Gen X and Baby Boomer parents. Marketing itself is different thanks to social media, blogs, YouTube, and email. Assuming that you understand homeschoolers or guessing about what they want results in hamster wheel marketing—spinning and spending with less than optimal profits from your investment.

Even if you are making money with your current level of understanding, imagine how much more you could be making with actual facts about the homeschool market. Understanding the homeschool market means you can outpace your competitors. You will know what homeschoolers really value and be able to speak the language that appeals to them, avoiding triggers that send up red flags and stop them from trusting you and buying from you.


After reading the 2018 Report on the American Homeschool Market, you will know

  • What are the two most commonly reported special needs among homeschoolers?
  • What months do homeschoolers make most of their curriculum/resource purchases?
  • How many homeschoolers use their annual tax returns to purchase curriculum?
  • How many homeschoolers use mostly free materials to homeschool.
  • How many homeschoolers have Amazon Prime memberships?
  • How many homeschoolers have contributed to a Kickstarter campaign?

And, of course, so much more. 

This is the fork in the road for your homeschool marketing.

Executive Summary


6-page glimpse at a few key, overarching results

General information without a high level of detail; suitable for cursory research but not for marketing strategy.


2018 Report on the
Homeschool Market

Full report


200+ pages, 65 Figures, 29 Tables, over 30K words

Includes analyzed responses to all 185 questions, observations, and marketing applications.

Appendix of the entire survey instrument


Report + Consulting Package

Includes the full report PLUS unique applications to your business:

  • a personalized site, email, & social media marketing assessment
  • 4 hours of consulting
  • a 6-12 month personalized marketing strategy


Three Options

Those who don’t require the depth of information in the full report can opt for the Executive Summary. Conversely, those who need help seeing how to implement the results of the report into their own marketing and product development can opt for the complete data report + Customized Consulting Package.

Stick with what you are doing and cross your fingers for better results

 or inform yourself with research for effective decision making.

Is your business ready to make data-informed marketing decisions?

Whether your product is physical or digital, whether you are offering a subscription or a service, the 2018 Report on the American Homeschool Market is applicable to you--as long as you are selling to homeschoolers.

If you are content with your current income and your grasp of the homeschool market, you don’t need this report. On the other hand, if you feel there is more money to be made and more to learn about this elusive niche, this report is a good fit.

If you’d like to verify your assumptions and correct your misunderstandings about the homeschool market with current statistics and hard facts, the 2018 Report on the American Homeschool Market is the most comprehensive source of statistically valid information. Based on the sample size and the estimated population of American homeschoolers, the 2018 Report has a 95% confidence interval with a 2% margin of error.

Confidence Interval
Margin of Error

This Report was created for you:

  • midsize and large, traditional homeschool publishers
  • small, mom and pop homeschool curriculum providers
  • any business considering branching out into the homeschool audience
  • solopreneurs and startups with a family-friendly product
  • producers of educational products who want to reach homeschoolers
  • entrepreneurs with a Kickstarter or Gofundme account

The next step to marketing knowledgeably to homeschoolers is the
2018 Report on the American Homeschool Market.

While you can survey your own customers, the information you receive will be applicable only to them and not to the broader homeschool market. If you want to grow your reach beyond your existing audience and gain a larger market share, you need to know about all homeschoolers—not only the ones already on your mailing list.

You’ve got a business to run. You don’t have time to craft a 180 question survey, convince over 3,000 families to invest 20-30 minutes to answer your questions, and compile the results in an understandable format. We’ve already done that for you. Plus we’ve outlined clear applications of the data to get your wheels started about how to turn the research into actionable steps.

You’ve likely spent hundreds of dollars at a time on email blasts, blogger outreach, Facebook ads, conventions, and print ads--with varying success. Your comparable investment in the 2018 Report on the American Homeschool Market will carry over into all of your other product development and marketing decisions, informing your choices so your efforts build income, not strip resources.

What you can expect from the 2018 Report on the American Homeschool Market

  • Data upon which to make decisions
  • Confidence for marketing 

The report provides data upon which you can make sound marketing decisions:

  • content themes
  • editorial calendar
  • opt-in offers
  • pricing
  • promotion and sale planning
  • landing page language
  • social media emphases
  • product sales copy
  • convention tactics
Jenn Hamrick Jimmie Lanley Homeschool dot Marketing

About the Creators of the 2018 Report on the American Homeschool Market

Jenn Hamrick and Jimmie Quick are both veteran homeschool moms who have worked in the homeschool marketing niche for 10 years and 5 years, respectively, assisting hundreds of companies with online and event marketing.

As popular as homeschooling is, no one had up to 2017 taken the step of performing a detailed demographic and psychographic assessment of the American homeschool population. In her work with homeschool marketing, Jimmie noticed this lack when various clients asked for hard data about preferences and spending habits among homeschool families. Although she had some general impressions, there were no actual research-based figures upon which to ground those impressions and affirm them with certainty. Seeing the need for such data, Jimmie and Jenn combined their years of experience working in the homeschool niche to undertake a venture that would poll a representative sample of American homeschoolers in a comprehensive assessment. The 2018 Report on the American Homeschool Market is the result of this venture. The data they unearthed is available to the public for purchase in a 180 page report.


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