SuperAwesome, which provides technology for safely engaging Gen Alpha and Gen Z, has shared the findings of a new global study that delves into how Gen Alpha/Z influence spending, discovery, and product choice across the critical back-to-school (BTS) shopping season.
The ‘BTS 2025: New Rules of Youth Influence, Spend & Discovery’ reports explore emerging shopping behaviour across the US, UK, France, and Germany. The report reveals that kids and teens are doing more than making suggestions. They’re deciding what goes in the cart – from the content of their lunchboxes to clothes, cosmetics, backpacks and school supplies they bring into the new school year.
Conducted among 2,000+ parents and kids aged 4-18, the research provides critical insights into how and when young people discover brands, what they care about, and how they shape family purchases across both digital and in-store journeys.
Kids are in charge
Back-to-school shopping is now driven by youth influence:
- 81 per cent of U.S. parents say purchases are co-decided or led by their kids and teens
- In the UK, that number rises to 84 per cent
- In the US and UK, around 60 per cent of parents say their kids are the #1 way they discover new brands and products.
Back-to-school shopping is starting earlier than ever
BTS shopping is now a summer-long season:
- 85 per cent of UK and German parents shop at the start or during the summer holidays
- 32 per cent of U.S. families start at the beginning of summer – this has increased by more than 50 per cent since last year
- In France, 35 per cent start early, up from 25 per cent in 2024
Spending has increased and is more targeted
Across markets, families are spending more while shopping smarter:
- US: $455 (rising in line with inflation)
- UK: £337 (a substantial increase on 2024)
- France: €323 (↑ approximately 20 per cent vs 2024)
- Germany: €347 (almost doubling YOY spend)
What kids want is shaping what’s bought.
Backpacks and fashion are must-haves:
- US: 57 per cent buy backpacks, 50 per cent clothes and 41 per cent water bottles
- In France, fashion and clothing is up to 77 per cent compared to 45 per cent in 2024
Food is part of the shopping basket, and kids are calling the shots
From breakfast to snacks, youth preferences are reshaping food decisions:
- 67 per cent of U.S. parents let kids choose breakfast, though 63 per cent still prioritise nutrition
- UK and France: 71 per cent of parents focus on healthy breakfasts
- Germany: 53 per cent follow kids’ food preferences, but 56 per cent aim to keep it nutritious
When deciding what to buy, discovery via digital is key, but in-store and word of mouth are still important
- U.S. kids: online video (37 per cent) and peer recommendations (34 per cent)
- Germany: friends (33 per cent) and video (28 per cent)
- In-store discovery is still #1 in France (38 per cent) and the UK (36 per cent)
On sharing the findings, Kate O’Loughlin, CEO of SuperAwesome, said: “Gen Alpha is the driving force behind back-to-school shopping. They’re picking their own snacks, choosing what to wear, and infusing their personality into everything in their backpack. Yet aligning to their interests and fandoms is more complicated than ever due to the fragmentation of content and choices Gen Alpha have. Activating on the underlying drivers of trends to successfully engage with kids and teens is critical in winning the cart size which is predicted to grow year-over-year. ”
Back-to-school season has become a youth-first retail movement, and it begins as soon as school ends. The BTS 2025 research makes clear that youth influence isn’t something that’s emerging; it’s something that’s already entrenched. Discovery is happening across every platform, and brands that wait to show up – or show up in the wrong place – risk being left out of the cart entirely.
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