Teens flock to popular early 2000s brands
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Illustration: Maura Losch/Axios
Self-reported teen spending was higher this spring than in 2024, according to a survey of thousands of teenagers released this month.
Why it matters: Teens help drive household spending choices, identify trends and put new brands on the map.
By the numbers: Teens self-reported $2,388 in annual spending this spring, marking a 6% increase from spring 2024 and 1% increase from the fall, according to the report.
- Beauty spending reached its highest point at $374, a 10% increase from the prior year.
State of play: Investment bank Piper Sandler surveyed more than 6,400 teens with an average age of 16 and found that some top clothing and food retailers have shifted in recent years.
- Nike remained the top footwear brand, but interest from teen girls dropped to under 40% for the first time since 2020.
- Lululemon maintained its fall 2024 spot as the No. 3 upper-income female apparel brand, after years of ranking as No. 1. Hollister and Brandy Melville were the top two, respectively.
Between the lines: Gen Z prefers brands that will elicit nostalgia for those who were teens in the early 2000s.
- Handbag makers Coach and Kate Spade top the list, along with apparel brands American Eagle and UGG.
- Sephora, Ulta and Bath & Body Works are the top three beauty destinations for teens, according to the survey.
- This is the first time Bath & Body Works has ranked in the top 10 since 2018.
Driving the news: 88% of teens own an iPhone, with many looking to social media shops and influencer marketing for fashion and beauty trends.
- Amazon, Nike and Shein remain the most shopped websites, while Uber dominates in ridesharing (76%) and DoorDash in food delivery (73%).
When it comes to social media consumption, Instagram is the most widely used app, with 87% using it monthly.
- 79% used TikTok monthly, followed by 72% on Snapchat.
- Roblox active usage decreased to 42%, from 46% in fall 2024.
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