Stat: Gen Alpha lead the charge in back-to-school shopping

Global – Children and teenagers are now the primary decision-makers in back-to-school shopping, according to a new global study by SuperAwesome. In the UK, 84% of parents say purchases are co-decided or led by their kids and teens – a figure mirrored by 81% of US parents.

Based on insights from more than 2,000 families across the US, the UK, France and Germany, the research reveals a retail shift: Gen Alpha and Gen Z are shaping everything from brand discovery to what ends up in the shopping basket. This includes lunch box content, cosmetics, clothes, school supplies and backpacks.

The 2025 season is starting earlier too, with more than 85% of UK and German parents shopping at the start of or during the summer holidays. Spending is up and more targeted across the board, with German families almost doubling their budgets year on year. Young consumers are increasingly driving the why, when and where of family shopping decisions.

As explored in our Alphas Now and Next: From the Sandbox to Roblox macrotrend report, brands must show up early, align with youth interests and build trust across digital, in-store and social touchpoints to avoid missing out entirely.