Back to School 2026
For the past three years, we have surveyed more than 1,000 NCAA Student Athletes each year to uncover the latest back-to-school shopping trends - when they shop, where they shop, what influences their purchases, and, most importantly, how they discover new brands.
This year, we combined our latest survey findings with broader Gen Z consumer trends to provide an even clearer picture of their shopping behaviors.
One takeaway remains consistent: Back-to-school is a critical window for brands to win new Gen Z consumers while strengthening relationships with existing ones
In the infographic, we explore:
Back-to-School Spending Power
When Purchase Decisions Happen
Where Gen Z Shops
Favorite Beverage and Protein Products
How Gen Z Discovers New Products
AI’s Role in Purchase Decisions
The back-to-school opportunity does not end when students arrive on campus - it is just beginning. Throughout this time, brands have a critical window to drive discovery, trial, and retail sales as the semester begins and momentum can continue.
98Strong helps brands capture this moment by activating NCAA Student Athletes to seed products on campus, create authentic social and retailer-focused content, and drive Gen Z consumers into key retail doors. If you are looking to turn this year’s back-to-school spending into lasting brand loyalty, let’s build your August and September program and set up a call to chat.
ANDREW MAVIS
98Strong Founder & CEO
