• by Evan Horowitz , September 4, 2025

With Gen Z and Gen Alpha’s growing influence over family purchases, and social media turning everyday products into status symbols (hi, Labubu!), back to school is now as much about self-expression as it is about school supplies. This new season has grown in both emotional weight and retail spend. In 2023, for instance, back-to-school shopping even outpaced holiday season spending, marking a shift in consumer behavior as parents increasingly prioritize clothing, technology, and culturally relevant “necessities.”

Gen Z and Gen Alpha are driving much of this momentum. With Gen Z holding an estimated $143 billion in purchasing power and 61% of parents saying their kids push them to spend more, young shoppers are now active decision-makers, according to Deloitte. Social media is fueling this evolution, turning everyday items into must-have trends. Since 2023, there has been an 11% rise in Gen Alpha using platforms like TikTok and YouTube to discover products, according to GWI.

Back to school lists now go far beyond notebooks and sneakers; they reflect identity. Fashion and technology are still key purchases, but so are the accessories that define social currency. Items like water bottles, backpacks, and skin care have taken on new cultural weight. The Stanley cup craze, for instance, turned hydration into a style statement, while the resurgence of the JanSport backpack, amplified by SZA lyrics and viral TikToks, has sparked a wave of nostalgic, status-driven content.

Even how students personalize their gear has changed, with keychains becoming must-have accessories for everything from phones and backpacks to lunchboxes and outfits. Trends like Labubus, Jellycats, and even Lego charms are proof that social media is not just influencing what kids buy, it’s shaping how they express themselves.

For back to school and other cultural moments, brands must adapt to show up as relevant, and drive sales with younger generations. Here are some key takeaways:

Meet them where they are: One of the most effective ways for brands to connect is to meet this audience where they spend their time online: YouTube, Roblox, Twitch, and TikTok.

Embrace creativity and participation: Gen Z and Gen Alpha thrive on creative expression, so brands can invite them into creative processes, building stronger engagement and brand affinity.

Incorporate social elements: These generations value social connection online, and brands can tap into this by fostering community-oriented campaigns.

For brands, back to school is more than just a shopping season. It’s a chance to connect with young consumers through culturally fluent, trend-responsive campaigns on social media. By understanding where and how Gen Z and Gen Alpha engage online, brands can build meaningful relationships that foster connection, community, and advocacy—key pillars for winning their hearts and their wallets.