Gen Z to spend £4.3bn on back-to-campus products - UniDays study

By

Nigel TAYLOR

Published
Aug 25, 2024

With the new school year just around the corner, we’re told that Gen Z was poised to spend an average of £1,600 per person on back-to-campus supplies, representing a total spend of £4.3 billion, according to research from UniDays.

Its wide-ranging ‘Back to Campus Deep-dive Student Insight Report’ involved a survey of 8,000 UK students and showed fashion rivals tech in the sending stakes at £1.5 billion and is a “firm favourite” among Gen Z. 

Respondents “indicate high intent to buy across the categories” with the highest spend (£308 million) on trainers followed by womenswear (£238 million), streetwear (£176 million), and accessories (£174 million).

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Following tech and fashion, a desire for self-care should have propelled beauty purchases to a £1.1 billion projected total expenditure, with an average spend of £1,118 per new student compared to £518 for second-to-fourth years.

Bodycare, make-up, haircare, and fragrance will be most in demand, with purchases expected to total £204 million, £192 million, £184 million, and £174 million respectively. 

“Preparing for the semester is a significant undertaking,” said Derek Morrison, MD Retail Marketplace. “As the first student loan payments arrive, Gen Z will be replenishing their school supplies, groceries, fashion, beauty products, and crucial tech items.

"This is a pivotal moment for brands to engage with Gen Z, particularly freshers who are projected to spend more than any other year group, with an average expenditure forecast of over £2,500 per student.”