US Back to College Shopping Market Report 2024
Although budget is a top concern, back to college spending remains robust as today's students prioritize big-ticket categories and fast-moving trends.
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- Key issues covered in this Report
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Executive Summary
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Market Dynamics
- Market context
- Market drivers
- Graph 1: headline CPI, core CPI, and shelter CPI, 2021-24
- Graph 2: consumer sentiment index, 2021-24
- Market size
- Graph 3: consumers' planned back to college spending, in current dollars, 2018-23
- Graph 4: per household planned back to college spending, 2018-23
- Market segmentation
- Graph 5: consumers' planned back to college spending, by category, 2018-23
- Graph 6: distribution of consumers' planned back to college spending, by category, 2018-23
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Consumer Insights
- Consumer fast facts
- College students by the numbers
- Graph 7: college students aged 18 or older, by age, 2022
- Graph 8: college program enrollment, 2023
- Graph 9: current college enrollment status, 2023
- Graph 10: year-over-year comparison in college program enrollment, 2020-23
- Graph 11: college students' living arrangements, 2023
- Graph 12: college students' employment status, 2023
- Graph 13: percent distribution of college students, by Hispanic origin, 2011-21
- Graph 14: percent distribution of college students, by race, 2011-21
- Back to college shopping participation
- Graph 15: back to college shopping participation (NET), 2020-23
- Graph 16: year-over-year comparison of back to college shopping participation, 2020-23
- Graph 17: back to college shopping participation, by program enrollment, 2023
- Graph 18: back to college shopping participation by household income, race and Hispanic origin, 2023-24 school year
- Graph 19: plans to participate in back to school shopping for the upcoming 2024-25 school year, 2023
- Back to college shopping approach
- Graph 20: back to college shopping approach, 2023-24 school year
- Graph 21: back to college shopping approach, by gender, 2023-24 school year
- Graph 22: back to college shopping approach, by living arrangement, 2023-24 school year
- Shopping timeframes
- Graph 23: back to college shopping timeframe, 2023
- Graph 24: back to school shopping timeframes, college students vs K-12 parents, 2023
- Graph 25: back to college shopping timeframe, by gender, 2023
- Graph 26: attitudes toward back to college shopping timeframe, by gender, 2023
- Retailers shopped
- Graph 27: retailers shopped for back to college, 2023-24 school year
- Graph 28: repertoire of retailers shopped for back to college, 2023-24 school year
- Graph 29: year-over-year comparison, select retailers shopped, 2021-23
- Graph 30: retailers shopped, college students versus K-12 parents, 2023
- Graph 31: retailers shopped for back to college, by gender, 2023
- Graph 32: retailers shopped, by race and Hispanic origin and sexual orientation, 2023
- Shopping methods
- Graph 33: year-over-year comparison, back to college shopping methods, 2021-24
- Graph 34: back to college shopping method, 2023-24 school year
- Graph 35: year-over-year comparison of devices used for online back to college shopping, 2021-23
- Graph 36: devices used for online back to college shopping, 2023-24 school year
- Graph 37: devices used for online back to college shopping, by household income, 2023-24 school year
- Graph 38: back to college shopping method, by household income, 2023-24 school year
- Graph 39: back to college shopping method, by gender, 2023-24 school year
- Back to college purchases
- Graph 40: items purchased for the 2023-24 school year and planned purchases for the 2024-25 school year
- Graph 41: year-over-year comparison of items purchased and planned purchases for the school year, 2021-24
- Graph 42: planned home furnishings/living space purchases, by living arrangement, 2024-25 school year
- Graph 43: planned purchases for the 2024-25 school year, by gender, 2023
- Shopping behaviors
- Graph 44: back to college behaviors – secondhand shopping, by key demographics, 2023
- Graph 45: back to college shopping behaviors – social commerce, 2023
- Graph 46: back to college shopping behaviors, by gender, 2023
- Students' shopping influences
- Graph 47: back to college shopping influences, 2023
- Graph 48: select back to college shopping influences, 2020-23
- Graph 49: most influential social media platforms for college students, ranked, 2023
- Graph 50: back to college shopping influences – media and brand, by household income, 2023
- Graph 51: back to college shopping influences – recommendations and promotions, by household income, 2023
- Graph 52: back to college shopping influences, by gender, 2023
- Graph 53: influential social media channels – any rank, by gender, 2023
- Graph 54: back to college shopping influences – corporate social responsbility, by race and Hispanic origin, 2023
- Attitudes toward back to college shopping
- Graph 55: attitudes toward budgeting and expenses, by household income, 2023
- Graph 56: attitudes toward convenience, 2023
- Graph 57: attitudes toward student ambassador programs, any agree, by key demographics, 2023
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Competitive Strategies
- Marketing and advertising
- Opportunities
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Appendix
This report explores the back to college shopping market, defined as any shopping done in preparation for the college term. Shopping in this case may include purchases of clothing, accessories, and supplies such as pens, pencils, paper, electronics, dorm and apartment furnishings, and essentials consumers purchase specifically for college. This report focuses on consumers aged 18-23 who are or will be students.
Below, we’ve summarized the key topics covered and provided findings from the report.
Key Topics Covered
- The impact of inflation and economic pressures on back to college shopping.
- College students’ back to college shopping participation and approach.
- Students’ back to college shopping timeframe.
- Behaviors and attitudes toward back to college shopping.
- Shopping influences and social commerce behaviors among college students.
US Back to College Shopping Market Size
Planned back to college spending is estimated to have increased a staggering 27% in 2023 over 2022 to continue post-pandemic growth trends. Individual spending also reached a record high as students bought items they put off spending due to inflation. Overall, record spending is positive for the season but also reflects the stress on students who largely assume responsibility for their expenses.
Back to College Shopping Market Insights
Today’s Gen Z college students are enthusiastic, idealistic, and eager to assert their independence. Their shopping habits are influenced primarily by friends and school recommendations. Social media also plays a significant role, with platforms like TikTok and Instagram driving social commerce.
The market for home furnishings is growing, with students spending more on items that reflect their personality and create a comfortable study space. The economic outlook is improving, but the cost of living remains a concern. Students are brand-conscious and savvy, balancing budgeting with occasional splurges.
The college market remains robust and is predicted to continue growing in the coming years, offering ample opportunities for brands to foster brand loyalty and capitalize on the unique shopping behaviors and preferences of college students.
Buy your copy of this report today and stay ahead in this competitive market. You may also be interested in viewing our other Gen Z consumer research.
Expert Analysis
Leading retail and eCommerce analyst Brittany Steiger delivers expert industry insights with this in-depth report.
Although budget is a top concern, back to college spending remains robust as today’s students prioritize big-ticket categories and fast-moving trends.
Brittany Steiger
Senior Analyst, US Retail and eCommerce Reports
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