Back-to-school shopping season is officially in full swing. As parents and students fill their carts with notebooks, sneakers and outfit upgrades, one question looms large: Where are kids actually getting their clothes these days?
Some might assume it’s all online, with the occasional Target run. But today’s students, led by Gen Z and Gen Alpha, are building their back-to-school wardrobes in their own way. With a mix of viral fast fashion, secondhand gems and the occasional name-brand staples, students take part in a shopping experience that’s as social and fluid as the platforms they scroll.
Shopping that feels like living, not a chore
Adyen, a Dutch payment tech company, recently published a study on Gen Z and their shopping habits and found that 57% of members of Gen Z view in-person shopping as an experience, not a chore, compared to just 35% of baby boomers.
“As the first true digital natives, Gen Z blur the lines between online and in-store shopping,” said Holly Worst, Adyen’s vice president of retail. “They want a fast, stress-free shopping experience that doesn’t just fit in with their lives but is part of it.”
That could help explain why, despite growing up with smartphones at their fingertips, Gen Z still shops in physical stores just as much as their grandparents. A survey by the International Council of Shopping Centers, cited by CNBC, found that Gen Z and baby boomers visit brick-and-mortar stores at nearly the same rate, though they do it for different reasons.
For today’s teens, shopping in real life is just as much about hanging out with friends and trying things on as it is about grabbing new clothes. According to Adyen, shoppers across all generations still spend the most money in-store, especially on bigger-ticket items like shoes and outerwear.
The rise of Temu and the budget fit
This doesn’t mean that digital retail is slowing down by any means. Low cost apps and sites like Temu have gained popularity among younger shoppers.
Apps like Temu have exploded in popularity for their ultra-low prices and constant rotation of trendy pieces. A recent survey by e-commerce platform Omnisend found that while only 5% of respondents said they trust Temu, a surprising 53% said they had shopped there in the past year.
The appeal? Thousands of budget-friendly options shipped straight to consumers’ doors. In Temu’s case, it is not so much about brand loyalty but cost convenience and the fast fashions that change frequently.
Temu isn’t alone. Fellow fast-fashion platforms like Shein and Romwe are go-to destinations for students (and parents) looking to replicate trending styles at a low price.
Thrifted and lifted
On the opposite end of the spectrum is a return to secondhand style. According to the ICSC survey, 13% of Gen Z shoppers say they most frequently buy clothes from thrift shops or secondhand platforms like ThredUp.
Not only is thrift shopping easy on their wallets, but it gives teens their own badge of creativity and expression. Whether it’s a $4 vintage tee or a repurposed denim jacket, thrifted fashion is a source of pride.
The rise in platforms like Depop, Poshmark and other local resale locations have turned into compelling options for back-to-school shopping, offering students a chance to score one-of-a-kind pieces that reflect their personal style.
Big brands still have their place
With that being said, name brands still play a big part of the shopping experience. Many families are finding those pieces at off-price retailers like TJ Maxx, Marshalls, Walmart and Kohl’s, which nearly half of Gen Z respondents say they frequent, according to CNBC.
A new kind of school shopping season
All together, Gen Z’s approach to back-to-school shopping is less about where they shop and more about how. It’s not one big trip, it’s a series of smaller, strategic experiences. A $3 thrift-store find here, a $10 Temu skirt there and maybe a Nike hoodie from the outlet down the road. Some purchases happen on impulse, others are inspired by social media and some might be made with resale or upcycling in mind.
“Gen Z demands shopping experiences that reflect their digital-first mindset — effortless, flexible, and deeply integrated into their daily routines,” said Davi Strazza, Adyen’s president of North America. “Retailers that align with these expectations will define the next era of commerce.”