As families gear up for another back-to-school season, the influence of Generation Alpha and Generation Z on global spending patterns is becoming impossible to ignore. SuperAwesome, a leader in technology for engaging these younger audiences safely, has unveiled a groundbreaking study that explores the evolving dynamics of youth influence in the critical back-to-school shopping season.
Spanning insights from over 2,000 families across the US, UK, France, and Germany, the BTS 2025: New Rules of Youth Influence, Spend & Discovery reports reveal that kids and teens are not just suggesting what to buy—they’re making the decisions. From backpacks and clothing to snacks and cosmetics, young people are shaping purchases in unprecedented ways, both online and in-store.
Key Findings: Gen Alpha and Z Drive Spending Decisions
- Kids Lead the Way
- In the US, 81% of parents say back-to-school purchases are co-decided or led by their kids.
- The UK sees an even higher influence rate at 84%.
- Kids are a major discovery channel: 60% of parents in the US and UK cite their children as the top way they learn about new products and brands.
- The Back-to-School Season Starts Earlier
- In the UK and Germany, 85% of parents begin shopping during the summer holidays.
- In the US, the number of families shopping at the start of summer has grown by over 50% since 2024.
- Early shopping trends are on the rise in France, with 35% of families starting in June, up from 25% last year.
- Spending Grows Smarter and Higher
- Average spend per family:
- US: $455, aligned with inflation.
- UK: £337, marking a significant year-over-year increase.
- France: €323, up by 20% from 2024.
- Germany: €347, nearly doubling the previous year.
- Average spend per family:
- Youth Preferences Shape Purchases
- Backpacks, clothing, and water bottles are top items.
- Fashion leads in France, where 77% of purchases focus on clothing, a jump from 45% in 2024.
- Food Choices Reflect Youth Voices
- In the US, 67% of parents let kids decide on breakfast items, though 63% aim for nutrition.
- Across the UK and France, 71% of families prioritize healthy breakfasts.
- In Germany, 53% of families accommodate kids’ food preferences while balancing nutrition.
- Discovery Channels Expand
- US kids discover products through online videos (37%) and peer recommendations (34%).
- In Germany, friends (33%) and video (28%) play a key role.
- In-store discovery remains strong in France (38%) and the UK (36%).
Insights from SuperAwesome
Kate O’Loughlin, CEO of SuperAwesome, underscores the importance of understanding and adapting to these shifts.
“Gen Alpha is reshaping back-to-school shopping by infusing their personality and preferences into every purchase. Brands must meet them where they are—online, in-store, and across digital platforms—or risk being excluded entirely. As their influence grows, so does the complexity of aligning with their interests and fandoms.”
The Youth-First Retail Movement
The findings signal a transformation in back-to-school shopping, making it clear that youth influence is no longer emerging—it’s firmly established. As the shopping season stretches across the summer months, brands that adapt quickly to these trends will thrive, while those that delay may find themselves left behind.
For a deeper dive into the study and region-specific insights, download the full reports for the US, UK, France, and Germany.
Download the full reports by region: US, UK, France, Germany
About SuperAwesome
SuperAwesome powers the youth digital ecosystem, providing the tools and insights necessary to engage Gen Alpha and Z responsibly and effectively. With cutting-edge technology and a commitment to privacy, SuperAwesome helps brands connect with younger audiences in meaningful ways.
