WE Back to School Shopping Report

Vital insights into Gen Z and Millennials' behavior, plans, and views—with major takeaways for brands.

With COVID shutting down in-person schooling in 2020, back to school shopping season looked much different than usual. While for some there’s still a question mark surrounding their fall semester plans this year in the midst of another surge of COVID cases, the vast majority of young consumers in Western Europe say they’ll be participating in classes. What’s more, over half of young consumers say they’re planning on partaking in back to school shopping, suggesting that 2021’s BTS season may finally be getting back to normal.

YPulse’s first Back to School Shopping report for Western Europe reveals young consumers’ plans for the season, whether they plan to shop, when and where they plan to shop, and what they will need for the upcoming fall semester.

Download the full report for insights on: 

  • Back to school shopping participation across Europe for the upcoming 2021 fall semester
  • The month that most students start planning back to school shopping
  • If students need at-home or in-person learning school supplies this year
  • One of the top influences in back to school purchases and how brands are utilizing it

Report length: 13 pages

Based on a survey of 1300 13-39-year-olds in the U.K., France, Germany, Italy, and Spain, fielded in July 2021 

Additional survey content for Pro users: How much back to school shopping they’ve already done this year, their estimated spending on back to school shopping categories, and the housewares, furniture, and appliances they plan to buy 

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