As the back-to-school shopping season rolls right along, students are checking items off their lists of must-have supplies, clothes, and gadgets. For Gen Z, the shopping journey is influenced by a desire for style, technology, and individuality, and brands have to tailor their back-to-school marketing accordingly. Dig into this group’s shopping needs and experiences and discover how to collaborate with content Creators to shape purchasing decisions.
Once you hit a certain age, mom and dad become less involved in back-to-school shopping—if at all. So, it should come as no surprise that Gen Zers usually shop for themselves. According to LTK’s Back-to-School Shopper Study, 63 percent of Gen Z back-to-school purchases are for college, while 27 percent are for high school—and this group has unique needs.
Gen Zers are showing up in droves for back-to-school season; more than three-quarters of them are headed to their favorite stores and websites for new supplies. They’re shopping across multiple categories and aisles, from clothing and classroom supplies to beauty and wellness items. Nearly 70 percent of Gen Zers anticipate spending more or the same during back-to-school season compared to the rest of the year. And, as for LTK shoppers, 38 percent of them plan to spend more this back-to-school season.
Our data shows that Gen Z usually waits to begin shopping. Is it less excitement or urgency? That’s not exactly clear, but these shoppers will begin to stir as the calendar flips to August. Brands like yours can reach them in an instant with targeted Gen Z campaigns, ads, boosting, and Creator partnerships.
The balance of power is shifting as Gen Z comes of age and grows its buying power. In fact, even as inflation impacts most groups, 86 percent of Gen Zers report they’ve maintained or grown their household income.
Left to their own devices—and social media platforms—Gen Zers are more than happy to take advantage of their increased financial freedom by interacting with Creators. They see these interactions as more engaging and authentic, gravitating toward Creators over ads or brands—with 92 percent of Gen Zers making purchases based on Creator recommendations.
Leverage Creator partnerships to reach the Gen Z audience. Approximately 90 percent of Gen Zers follow Creators on social channels, and they’re especially likely to tune into video content. Meet them where they are with TikTok, Snapchat, YouTube, or Instagram videos. They often look for information about student life, healthy lifestyles, or even skincare, so if your brand can find a way in with authentic storytelling, you can easily promote the latest back-to-school products and drive sales.
This isn't the back-to-school marketing of yesterday of bulky catalogs and energetic commercials. Reaching Gen Z during this crucial shopping moment means engaging deeply and authentically, and you have so many options to choose from. Here are just a few tactics to consider:
Especially effective across beauty and personal care, get ready with me (GRWM) videos inspire Gen Z’s morning routines and beauty regimens by showcasing new products and how to use them. “How can I use this product to look and feel better?” Authentic and relatable influencers answer questions such as this through engaging videos, building trust, and encouraging purchases.
Sporting the biggest brands and styles is always a must, and Gen Z doesn’t have to guess what’s hot when influencers readily have the answers. Amplify your back-to-school marketing by showcasing trending looks for the upcoming semester. Outfit idea lookbooks inspire fashion for all ages, and collaborating with fashion micro-influencers on these and even tutorial videos for first-day-of-school outfits drives product awareness and shopping traffic.
What if audiences could go shopping right alongside their favorite influencers? Shopping hauls provide a special opportunity to do so during back-to-school shopping, and your brand can partner with influencers to create videos and vlogs of supplies to shop for. Whether they’re cruising the aisles to fill shopping carts with must-haves or unpacking and discussing the benefits of key products, these videos will earn viewer attention.
Increased spending power aside, you can never go wrong with trimming costs. Gen Zers are looking for deals as they shop online and in-store, and from sales to promo codes to product bundles, your brand has options to deliver more for less. Plus, if your brand offers student discounts during and outside of the back-to-school season, 83 percent of students say they’re more likely to become customers.
Brands have already successfully done “What’s in my bag?” video reveals to promote beauty products, but you can do the same for electronics, too. New Gen Z college students have to stock up on everything from headphones to laptops, and you can use “What’s in my backpack?” videos on YouTube, TikTok, and other platforms to showcase Creators revealing must-have back-to-school tech accessories.
Your audience has a voice, so find a way to let it shine alongside Creators. Pull in user-generated content (UGC) from social media to lend additional authenticity and personalization to your back-to-school marketing campaigns. By using custom hashtags, your brand can track brand mentions and readily find UGC that can be repurposed into
ads and shoppable galleries. Plus, engage further and encourage UGC with contests and giveaways!
Gen Zers are so tuned into Creator content that using it to reach them during key shopping moments such as back-to-school season is a must. They’re active across every major buying category, and back-to-school marketing with influencer partners can reel them in. Leverage unique opportunities, from GRWM beauty routines to school supply shopping hauls and electronics recommendations, to shine.
LTK is the premier influencer platform, connecting brands like yours with content Creators to execute successful campaigns across social media, video, and beyond. Get started today to reach Gen Z this back-to-school shopping season!