Back-to-School—The Biggest Gen Z Shopping Moment of the Year
Back-to-School—The Biggest Gen Z Shopping Moment of the Year
Back-to-school is the single biggest Gen Z shopping moment of the year—and a critical moment for brands to connect with students just as they’re forming new habits, preferences, and routines on campus.
Background: A $47 Billion Opportunity for Brands
Background: A $47 Billion Opportunity for Brands
This fall, roughly 20 million college students will go back to school. During the two-day move-in window alone, they’ll spend $47 billion on groceries, dorm decor, personal care, and other essentials. This makes back-to-school a uniquely impactful moment for brands to connect with students, who are making decisions and building affinities that far outlast the typical two-day move-in window.
This fall, roughly 20 million college students will go back to school. During the two-day move-in window alone, they’ll spend $47 billion on groceries, dorm decor, personal care, and other essentials. This makes back-to-school a uniquely impactful moment for brands to connect with students, who are making decisions and building affinities that far outlast the typical two-day move-in window.
Students spend $47B during the two-day college move-in window—$7B more than Black Friday.
Students spend $47B during the two-day college move-in window—$7B more than Black Friday.
Methodology: A National Survey of Student Shopping Behaviors
Methodology: A National Survey of Student Shopping Behaviors
In February 2025, we surveyed 1,803 college students about their back-to-college shopping behaviors. The survey was conducted across 67 schools in 29 states across the continental United States. We also integrated results from a similar April 2024 survey of 2,758 college students across 14 states and 37 universities.
In February 2025, we surveyed 1,803 college students about their back-to-college shopping behaviors. The survey was conducted across 67 schools in 29 states across the continental United States. We also integrated results from a similar April 2024 survey of 2,758 college students across 14 states and 37 universities.
92% of groceries, 48% of hygiene products, and 42% of school supplies are purchased after students arrive on campus.
92% of groceries, 48% of hygiene products, and 42% of school supplies are purchased after students arrive on campus.
INSIGHT: Spending Spikes During College Move-In
INSIGHT: Spending Spikes During College Move-In
Back-to-college shopping happens in two main waves. Around two-thirds of purchases—like laptops, bedding, and clothing—are made before students arrive on campus. After move-in, students turn their attention to essentials that will help them settle in, such as groceries, school supplies, hygiene items, and dorm décor.
College move-in marks the biggest spending spike of the season—99% of students make at least one purchase after arriving on campus. Groceries, hygiene products, and dorm essentials top the list, with 92% of grocery purchases and nearly half of hygiene and school supply purchases happening after students move in.
Back-to-college shopping happens in two main waves. Around two-thirds of purchases—like laptops, bedding, and clothing—are made before students arrive on campus. After move-in, students turn their attention to essentials that will help them settle in, such as groceries, school supplies, hygiene items, and dorm décor.
College move-in marks the biggest spending spike of the season—99% of students make at least one purchase after arriving on campus. Groceries, hygiene products, and dorm essentials top the list, with 92% of grocery purchases and nearly half of hygiene and school supply purchases happening after students move in.
As an incoming first-year college student, when did you buy items in the following categories?
As an incoming first-year college student, when did you buy items in the following categories?
Before arriving on campus
Before arriving on campus
After arriving on campus
After arriving on campus
For brands, it’s essential to understand these rhythms. Some products are better introduced before students arrive; others resonate more effectively in the context of the on-campus experience.
Back-to-college shopping happens in two main waves. Around two-thirds of purchases—like laptops, bedding, and clothing—are made before students arrive on campus. After move-in, students turn their attention to essentials that will help them settle in, such as groceries, school supplies, hygiene items, and dorm décor.
College move-in marks the biggest spending spike of the season—99% of students make at least one purchase after arriving on campus. Groceries, hygiene products, and dorm essentials top the list, with 92% of grocery purchases and nearly half of hygiene and school supply purchases happening after students move in.
INSIGHT: Students Are Willing to Spend on Quality
INSIGHT: Students Are Willing to Spend on Quality
Students are price sensitive, but they aren’t as cheap as stereotypes suggest. Price matters most for practical items like groceries, school supplies, bedding, and storage. For clothing and dorm décor, brand and aesthetics carry more weight. Students are the least price sensitive—and most likely to rely on peer and influencer recommendations—for hygiene and beauty products. Electronics is the only category where formal product reviews matter most.
What factors matter most when choosing items in the following categories?
What factors matter most when choosing items in the following categories?
Price and promotions
Price and promotions
Formal product reviews
Formal product reviews
Brand or aesthetic
Brand or aesthetic
Peer or influencer
recommendation
Peer or influencer recommendation
First-year students typically shop with their parents for electronics and home essentials, while personal items are more often bought independently. Groceries, dorm decor, and clothing are the most social purchases—students make these purchases with friends or roommates about 20% of the time. As students progress through college, they tend to take on more financial responsibility and make more self-directed choices.
Brands that use a surround-sound approach to blanket a campus across multiple touchpoints—such as campus newspapers, SMS campaigns, flyers and posters, billboards, email newsletters, and college transit—are best positioned to make a lasting impression during high-impact moments like back-to-school. When a student sees your brand in the dining hall, the school paper, and in conversations with friends—all in one day—you become more than a product. You become part of their college experience.
As an incoming first-year college student, with whom did you buy items in the following categories?
*Excludes students who did not purchase items per category
Alone
With roommates/friends
With parents
Durring the back-to-college season, who primarily pays for your purchases?
Myself
My parents
Other
As an incoming first-year college student, with whom did you buy items in the following categories?
*Excludes students who did not purchase items per category
Alone
With roommates/friends
With parents
Durring the back-to-college season, who primarily pays for your purchases?
Myself
My parents
Other
As an incoming first-year college student, with whom did you buy items in the following categories?
*Excludes students who did not purchase items per category
Alone
With roommates/friends
With parents
Durring the back-to-college season, who primarily pays for your purchases?
Myself
My parents
Other
As an incoming first-year college student, with whom did you buy items in the following categories?
*Excludes students who did not purchase items per category
Alone
With roommates/friends
With parents
Durring the back-to-college season, who primarily pays for your purchases?
Myself
My parents
Other
As an incoming first-year college student, with whom did you buy items in the following categories?
*Excludes students who did not purchase items per category
Alone
With roommates/friends
With parents
Durring the back-to-college season, who primarily pays for your purchases?
Myself
My parents
Other
As an incoming first-year college student, with whom did you buy items in the following categories?
*Excludes students who did not purchase items per category
Alone
With roommates/friends
With parents
Durring the back-to-college season, who primarily pays for your purchases?
Myself
My parents
Other
As an incoming first-year college student, with whom did you buy items in the following categories?
*Excludes students who did not purchase items per category
Alone
With roommates/friends
With parents
Durring the back-to-college season, who primarily pays for your purchases?
Myself
My parents
Other
As an incoming first-year college student, with whom did you buy items in the following categories?
*Excludes students who did not purchase items per category
Alone
With roommates/friends
With parents
Durring the back-to-college season, who primarily pays for your purchases?
Myself
My parents
Other
INSIGHT: A Surround-Sound Approach Is the Best Way to Own the Moment
INSIGHT: A Surround-Sound Approach Is the Best Way to Own the Moment
Brands that use a surround-sound approach to blanket a campus across multiple touchpoints—such as campus newspapers, SMS campaigns, flyers and posters, billboards, email newsletters, and college transit—are best positioned to make a lasting impression during high-impact moments like back-to-school. When a student sees your brand in the dining hall, the school paper, and in conversations with friends—all in one day—you become more than a product. You become part of their college experience.
Brands that invest in on-campus advertising get stronger results than brands that run digital ads alone.
Brands that invest in on-campus advertising get stronger results than brands that run digital ads alone.
College Inc. — Your Partner in Winning Gen Z
College Inc. — Your Partner in Winning Gen Z
College Inc. is your partner in winning the college audience, and back-to-school is the biggest opportunity to reach Gen Z consumers all year. Our platform is a one-stop-shop for ad space on campus, and we integrate large-scale student data research to provide your brand with actionable insights to reach and engage Gen Z.
College Inc. is your partner in winning the college audience, and back-to-school is the biggest opportunity to reach Gen Z consumers all year. Our platform is a one-stop-shop for ad space on campus, and we integrate large-scale student data research to provide your brand with actionable insights to reach and engage Gen Z.
Ready to move beyond assumptions and start speaking the college audience’s language?
Book a call with a College Inc. strategist today and start shaping campaigns that connect.
Ready to see what our research can uncover for your brand?
Book a call with a College Inc. strategist today or learn more about our insights into the college audience.