For brands looking to build long-term relationships with youth audiences, back-to-school season represents a critical opportunity in the annual marketing calendar. But back-to-school season is evolving, and it isn’t just about topping up on school supplies anymore, it’s also become one of the most influential moments to connect with Gen Alpha and Gen Z.
At SuperAwesome, we’ve analysed the latest data from kids, teens, and families to help you stay ahead of the curve. Which means understanding shifting spending habits, the growing influence of Gen Alpha/Z, where discovery is taking place, and critically… when it’s taking place. Here’s what you need to know:
Back-to-School Spending Is Up – and It’s Happening Sooner
Back-to-school is trending earlier than ever before. In both the US and the UK, parents are starting their shopping well before the traditional end-of-summer rush. In fact, 79% of US parents say they begin back-to-school shopping at the start or during the summer holidays, with nearly a third (32%) starting as soon as the previous school year ends. The UK mirrors this shift with 85% of parents shopping early and 32% doing so right after term finishes.
Spending is also climbing. US parents expect to spend an average of $455 per child this year, up from $444 in 2024. In the UK, spending is accelerating even faster with parents anticipating spending £337 per child – a 76% increase year-over-year.
Brands that wait until mid-summer to launch campaigns risk missing the window. Awareness, consideration, and engagement need to begin well before the bell rings.
Kids and Teens Are No Longer Just Influencers, They’re Decision-Makers
Youth audiences aren’t sitting on the sidelines when it comes to BTS shopping – they’re in the driver’s seat. In the US, 64% of parents report making back-to-school decisions jointly with their kids, and 17% say their children decide most of what’s purchased. In the UK, the influence is even more pronounced, with 61% co-deciding and nearly a quarter (23%) of kids actually leading the choices.
Across both markets, children are also the primary source of discovery for new brands and products during the back-to-school season. Parents trust them to explore, evaluate, and identify what matters most – especially in categories like fashion, tech, and personal care.
For youth-focused brands, this means one thing: You have to engage kids and teens directly with the right creative, through the right platforms, and in a compliant way. Anything less risks irrelevance.
BTS Baskets Are About Identity, Not Just Essentials
Back-to-school shopping has evolved into a moment of personal expression. While traditional items like stationery and school shoes remain staples, the fastest-growing categories are those that help kids show who they are.
In the US, personal style remains key, with backpacks (57%) and clothing (50%) topping shopping lists. While in the UK, trends show a similar pattern, with a notable rise in kids focusing on fashion, tech, and even beauty product purchases.
Self-expression isn’t a fringe factor, it’s at the core of Gen Alpha and Gen Z identity. These generations are curating their look, their gear, and their digital presence from an increasingly young age.
Discovery Happens Cross-Channel – But Online Continues to Lead the Way
For today’s youth, brand discovery is a seamless experience that moves between physical and online spaces. In the US, online video is the top source of BTS inspiration (37%), followed by recommendations from friends (34%) and in-store browsing (32%). The UK tells a similar story, with in-store discovery slightly higher (36%) but digital platforms and peer influence following closely behind.
From YouTube to interactive ads and gaming environments, kids are discovering products in places that traditional media simply doesn’t reach anymore.
If your campaign isn’t built for an omnichannel world, it won’t cut through. The brands that will succeed this BTS season will activate across all of these touchpoints, creating high-impact and compliant experiences that travel across devices and platforms.
What Brands Should Do Next?
Back-to-school 2025 is shaping up to be the biggest of all time, so here are our top tips for brands and agencies that are looking to lead:
- Start early: Families are shopping now. Your brand should already be in their consideration set.
- Engage youth audiences directly: Kids and teens are driving discovery and decisions. Build for them and not just their parents.
- Lead with identity: Products that support self-expression will win attention… and, with it, long-term loyalty.
- Think cross-platform: Discovery is happening everywhere. Your campaign should be, too.
Prioritise compliance: When marketing to youth audiences, safety and regulation aren’t optional!
Download the Full Reports
🇬🇧 UK BTS Trends Report
🇺🇸 US BTS Trends Report
🇩🇪 German BTS Trends Report
🇫🇷 French BTS Trends Report
