PAID FOR POST
From the tech-savvy to the trend-conscious, UNiDAYS’ Derek Morrison explains how brands can tap into students’ spending choices to maximise engagement during the crucial pre-semester event
In the ever-evolving world of consumer behaviour, Gen Z stands at the forefront. Never more than in the run-up to the new academic year when student shoppers fill the aisles looking for back-to-campus essentials.
These young adults have been shaped by the hyper-connected world where smartphones, social media, and instant gratification are the norm.
Unlike older counterparts, Gen Z is pragmatic, socially conscious and fiercely independent. To capture their attention, brands must devise fresh and innovative strategies that resonate with these unique characteristics.
According to our Back-to-Campus Student Insights Report, the start of the new academic year and the first loan drop will see students spend £4.3bn on back-to-school items — that’s over £1,600 per student.
Wallets are primed and ready, so spending will be high across the board. But students will be hitting a few categories particularly hard—none more so than tech and fashion.
Tech targets
When it comes to tech items, the average student is set to spend £1,313.
Although a higher percentage of first-year students are preparing to make tech purchases than other year groups (56% versus 39%), non-freshers indicate they’ll be spending more.
This is likely because they have more disposable income and can anticipate what they’ll need for support as their studies progress.
Fashion in focus
Who said ‘new year, new you’ is just for January? Nothing gets Gen Z feeling ready to start a new semester than a fashion haul.
Two-thirds will be stocking up on clothing, footwear and accessories.
For freshers, that figure hits almost 80% as the new kids on the block line up new threads to make a good first impression.
Attract, engage, convert and retain Gen Z shoppers
Attract: Everyone knows the digital generation hangs out in online social spaces. But three in five told us they prefer to find new products in-store, while three-quarters use an online search. That means brands should take an omnichannel approach that foregrounds TikTok, Instagram and YouTube to make their presence known.
Engage: Students have made their intentions clear. We know what they need and what they say they want to buy. Personalised experiences like tailored offers and product recommendations will help build connections.
Convert: Gen Z has made its position clear. Students are open to trying new brands but need a little push. Freshers are particularly interested in free trials and exclusive content. Still, three-quarters say a student discount would make them more likely to purchase.
Retain: Gen Z is brand fluid. Capturing them now is a way to nurture long-term relationships. Price and quality matter but giving students a break and offering tailored incentives that show you’re supporting them when they need it most is a great way to unlock loyalty that lasts a lifetime.
As the Gen Z experts, UNiDAYS understands students’ key moments — like back-to-campus — and knows what it takes to win big with this savvy cohort of shoppers.
For more information, you can download our Student Insights Report.
Derek Morrison is managing director of Retail Marketplace at UNiDAYS
