UNiDAYS has released a compelling study highlighting Gen Z’s back-to-campus spending habits, revealing that UK students are set to spend a staggering £4.3 billion on campus supplies this year. This amounts to an average expenditure of over £1,600 per student. As the academic year kicks off, this demographic is poised to make significant investments in essentials ranging from school supplies and groceries to fashion and technology.
Derek Morrison, Managing Director of Retail Marketplace at UNiDAYS, noted the impact of first student loan payments as a major driver of this spending surge. Freshers, in particular, are expected to outlay upwards of £2,500 each, a figure that underscores the importance of this shopping period for brands aiming to capture Gen Z’s attention.
Technology tops the spending categories, with a projected £1.5 billion earmarked for gadgets and devices. Popular purchases include laptops, smartphones, and headphones, with specific forecasts indicating £413 million for laptops and £332 million for smartphones. Meanwhile, fashion also appears to be a favoured category, with £1.5 billion expected to be spent on clothing, including £308 million on sneakers and £238 million on womenswear.
Beauty products are not left behind, either. The report estimates that spending in this sector will reach £1.1 billion, with freshers leading the charge at an average of £1,118 each. Popular items include body care, makeup, and fragrances, further underscoring Gen Z’s focus on personal care.
As students increasingly prioritize fitness and streaming services, approximately 70% are considering gym memberships while many are also leaning towards digital subscriptions, signalling a shift in lifestyle choices. This highlights the potential for brands to engage through targeted marketing strategies, especially by offering student discounts that resonate with cost-conscious young consumers.
Morrison emphasizes that the back-to-campus season is a critical time for brands to connect with Gen Z. Aligning marketing initiatives with this generational cohort’s interests and passions can lead to substantial engagement, ultimately translating into significant sales. Brands should consider offering free trials or exclusive content as part of their strategy to attract these young consumers and create lasting relationships that go beyond just purchases.