Back to school season isn’t just about the ‘fit for the first day of class—it’s a full reset moment for students. It’s how they refresh their closest, upgrade their tech, and define their identity for the year ahead. YPulse’s Back to School Shopping report shows 78% of middle and high school student and college student BTS shoppers agree, “I try new products / brands when back to school shopping.” And while school supplies are still on the list, students care just as much—if not more—about the things they and their peers consider the “coolest” to have this year. For young consumers, though, “cool” isn’t about a logo alone; it’s brands that stand out, keep up with trends, and of course, still come at the right price. In YPulse’s 2025 Back to School Shopping report, we explore where students are BTS shopping, what they’re buying, and how much they’re planning to spend. We also ask what they think will be the coolest brands to have this school year as an...
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