SuperAwesome, a leader in technology for safely engaging Gen Alpha and Gen Z, has shared the findings of a new global study which 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 reports reveal 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.
Key insights from the reports include:
Kids are in charge
Back-to-school shopping is now driven by youth influence:
81% of U.S. parents say purchases are co-decided or led by their kids and teens
In the UK, that number rises to 84%
In the US and UK, around 60% 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% of UK and German parents shop at the start or during the summer holidays
32% of U.S. families start at the beginning of summer – this has increased by more than 50% since last year
In France, 35% start early, up from 25% 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% vs 2024)
Germany: €347 (almost doubling YOY spend)
What kids want is shaping what’s bought.
Backpacks and fashion are must-haves:
US: 57% buy backpacks, 50% clothes and 41% water bottles
In France, fashion and clothing is up to 77% compared to 45% 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% of U.S. parents let kids choose breakfast, though 63% still prioritize nutrition
UK and France: 71% of parents focus on healthy breakfasts
Germany: 53% follow kids’ food preferences, but 56% 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%) and peer recommendations (34%)
Germany: friends (33%) and video (28%)
In-store discovery is still #1 in France (38%) and the UK (36%)
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.
Download the full reports by region: US, UK, France, German
