article

Online or IRL: Where Are Young Europeans Shopping For Back To School?

It’s already back to school shopping season for Europeans Gen Z and Millennials, and this is how these consumers are shopping this year…

Written and Edited by the YPulse Editorial Team

Jul 20 2023
Western Europe

KEY TAKEAWAYS

The top way European Gen Z and Millennials are shopping for back to school is a mix of online and in-store
Young French consumers are a lot more likely than their European peers to be doing their back to school shopping in-person only
A minority of young Europeans buy back to school products exclusively online

Data from YPulse’s recent WE Back to School Shopping Report shows that three in five European Gen Z and Millennials are planning to do back to school shopping this year. But with their budgets tightening due to the ongoing cost-of-living crisis, and high inflation, these consumers are more budget-conscious than ever. So, to best reach these gens (with deals, of course) it’s important for brands to understand where exactly they are going to be doing their back to school shopping—should brands market to their devices or on the highstreet? In our survey, YPulse asked young consumers in the U.K., France,...