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Back-to-School 2025: The New Rules of Youth Influence, Spend & Discovery

Back-to-school shopping is no longer limited to the final weeks of summer. Our data shows that shopping starts earlier every year, with many families preparing for the next school year as soon as the current one ends.

In fact, 32% of parents say they begin shopping at the start of the summer holidays, up from 25% in 2024. For brands, this means staying top of mind well before the bell rings; early presence is now essential for consideration.

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New backpacks. New vibes. New influence.

Find out what’s fuelling Gen Alpha and Gen Z this back-to-school season – before they leave your brand behind.

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Trends Move Fast. So Do They.

Our 2025 Back-to-School Trends Report explores how Gen Alpha and Gen Z are shaping what ends up in the cart – and why discovery kicks off long before the first bell.

From digital influence to snack strategy, this report delivers actionable insights on how youth audiences are evolving – and how they’re steering family decisions in 2025.

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The 2025 BTS Opportunity

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Household Influencers

A significant 61% of parents report that back-to-school purchases are a joint decision between parent and child.

From brand discovery to final selection, the voices of kids and teens carry weight, and they play a pivotal role in the back-to-school purchase journey.

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Digital Natives

Peer conversations are the main driver of influence when German kids and teens decide what to buy for the new school year (33%) with digital discovery also being essential.

Whether through online video (28%) or Influencers (19%), digital is fueling discovery and desirability for their back-to-school essentials.

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School Fuel

Kids are calling the shots when it comes to school-day breakfasts.

More than half of parents (53%) say their top consideration is simply going with what their child wants to eat, underscoring kids’ strong influence on the morning routine.

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Discover more about the data and trends shaping back-to-school 2025 and how to effectively engage Gen Alpha/Z before the school bell rings.