Are College Students Cheap? What the Data Really Says.
Are College Students Cheap? What the Data Really Says.
Many brands write college students off as cheap, but the data tells a different story. This generation is willing to spend on quality—especially when it comes to self-care.
Many brands write college students off as cheap, but the data tells a different story. This generation is willing to spend on quality—especially when it comes to self-care.
Background: Debunking the “Cheap College Student” Stereotype
Background: Debunking the “Cheap College Student” Stereotype
Many brands write college students off as broke and cheap, but that stereotype doesn’t hold up to the data. In truth, college students spend $600 billion a year and account for 66% of all spending among 18-24-year-olds. They also care about quality and are often willing to pay more for a better product.
Many brands write college students off as broke and cheap, but that stereotype doesn’t hold up to the data. In truth, college students spend $600 billion a year and account for 66% of all spending among 18-24-year-olds. They also care about quality and are often willing to pay more for a better product.
College students account for 66% of all spending among 18-24-year-olds.
College students account for 66% of all spending among 18-24-year-olds.
Methodology: A National Survey of Student Purchasing Behavior
Methodology: A National Survey of Student Purchasing Behavior
In February 2025, we conducted a national survey to broadly assess college students’ sentiments. The survey received 1,803 complete responses from students across 29 states and 67 universities. Responses were analyzed to identify key trends, habits, and attitudes shaping student purchasing habits.
In February 2025, we conducted a national survey to broadly assess college students’ sentiments. The survey received 1,803 complete responses from students across 29 states and 67 universities. Responses were analyzed to identify key trends, habits, and attitudes shaping student purchasing habits.
53% of students say quality matters more than cost when buying personal care products.
53% of students say quality matters more than cost when buying personal care products.
INSIGHT: Students Are Willing to Spend on Quality
INSIGHT: Students Are Willing to Spend on Quality
Students today are willing to invest in quality products, even when it means spending more. This is especially true for products they use daily or associate with self-care. 53% of students say quality matters more than cost when buying personal care products.
Students today are willing to invest in quality products, even when it means spending more. This is especially true for products they use daily or associate with self-care. 53% of students say quality matters more than cost when buying personal care products.
When you shop for products in the following categories, which factors matter most?
When you shop for products in the following categories, which factors matter most?
Aesthetic
Aesthetic
Aligns with my values
Aligns with my values
Brand name
Brand name
Cost
Cost
Quality
Quality
Students’ willingness to invest in quality extends beyond the bathroom cabinet. When asked about their shopping preferences for common household products like dorm essentials, food and beverage, cleaning products, beauty and personal care, and clothing and accessories, students consistently favored more expensive, name-brand options over cheaper alternatives and generic brands.
Students’ willingness to invest in quality extends beyond the bathroom cabinet. When asked about their shopping preferences for common household products like dorm essentials, food and beverage, cleaning products, beauty and personal care, and clothing and accessories, students consistently favored more expensive, name-brand options over cheaper alternatives and generic brands.
Imagine you were in the market for laundry detergent. Which of the following would be your first
Imagine you were in the market for hard seltzer. Which of the following would be your first choice?
Imagine you were in the market for laundry detergent. Which of the following would be your first
Imagine you were in the market for hard seltzer. Which of the following would be your first choice?
Imagine you were in the market for laundry detergent. Which of the following would be your first
Imagine you were in the market for hard seltzer. Which of the following would be your first choice?
Imagine you were in the market for laundry detergent. Which of the following would be your first
Imagine you were in the market for hard seltzer. Which of the following would be your first choice?
Imagine you were in the market for laundry detergent. Which of the following would be your first
Imagine you were in the market for hard seltzer. Which of the following would be your first choice?
Imagine you were in the market for laundry detergent. Which of the following would be your first
Imagine you were in the market for hard seltzer. Which of the following would be your first choice?
Imagine you were in the market for laundry detergent. Which of the following would be your first
Imagine you were in the market for hard seltzer. Which of the following would be your first choice?
Imagine you were in the market for laundry detergent. Which of the following would be your first
Imagine you were in the market for hard seltzer. Which of the following would be your first choice?
INSIGHT: Values Matter (but Students Still Love a Good Deal)
INSIGHT: Values Matter (but Students Still Love a Good Deal)
Values matter to many students, too. When asked how brands can appeal to college students, 38% of students said that brands should align with the causes they care about—second only to offering discounts. Brands that flex their values with this socially conscious generation can differentiate themselves and justify a higher price tag.
Values matter to many students, too. When asked how brands can appeal to college students, 38% of students said that brands should align with the causes they care about—second only to offering discounts. Brands that flex their values with this socially conscious generation can differentiate themselves and justify a higher price tag.
In your opinion, what should brands do in order to appeal to college students like you? Select up to 2.
In your opinion, what should brands do in order to appeal to college students like you? Select up to 2.
38% of students want brands to align with the causes they care about.
38% of students want brands to align with the causes they care about.
INSIGHT: Students Make Nuanced Buying Decisions
INSIGHT: Students Make Nuanced Buying Decisions
Fewer than 50% of students named cost as the most important purchasing consideration in any category we studied. Pure brand names aren’t driving their purchases, either—quality is consistently more important than brand name for students, suggesting that the path to winning their loyalty is more nuanced than a logo. Our research indicates that overall, students weigh multiple factors when deciding what to buy, and not all factors matter equally across all categories.
This is good news for premium brands. By demonstrating superior quality or aligning with causes that students care about, it’s possible to win college students even at higher price points. Students are already uniquely primed to discover new products and share favorites with their friends. Brands that show up in trusted, real-life contexts, with products that reflect students’ standards and values, are more likely to earn their trust—and a place in their carts.
Fewer than 50% of students named cost as the most important purchasing consideration in any category we studied. Pure brand names aren’t driving their purchases, either—quality is consistently more important than brand name for students, suggesting that the path to winning their loyalty is more nuanced than a logo. Our research indicates that overall, students weigh multiple factors when deciding what to buy, and not all factors matter equally across all categories.
This is good news for premium brands. By demonstrating superior quality or aligning with causes that students care about, it’s possible to win college students even at higher price points. Students are already uniquely primed to discover new products and share favorites with their friends. Brands that show up in trusted, real-life contexts, with products that reflect students’ standards and values, are more likely to earn their trust—and a place in their carts.
Fewer than 50% of students named cost as the most important factor when making purchasing decisions.
Fewer than 50% of students named cost as the most important factor when making purchasing decisions.
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 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.
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.