-LTK, the global creator marketing platform, today released the findings of its 2023 Back to School Shopper Study, revealing insights into consumer behaviors and attitudes towards back-to-school shopping this year. Back to school is one of the biggest retail moments of the year with 65% of the general population intending to shop during this time, and despite economic concerns, 81% of shoppers plan to spend the same or more as last year with purchase decisions driven by price and quality. As shoppers begin their shopping journey, more are turning to creators for help as a majority of the general population (63%) now shop creator recommendations.

Shopper Spending Plans

The study found a substantial percentage of consumers across generations are preparing for back-to-school shopping. Gen Z leads the pack with 77% intending to shop, closely followed by 76% of Millennials and 74% of Gen X. Back-to-school shopping isn’t exclusive to students or parents; 42% of Millennials and Gen Xers who shop for their kids also plan to shop for themselves, further fueling the excitement surrounding this shopping season.