As the cost of goods climbs, young consumers are spending more on name-brand clothing and beauty products, often influenced by social media trends.

Back-to-school shopping has evolved from a simple necessity into a high-stakes ritual for many teenagers, with rising costs and social media influence shaping their spending habits. Madeleine Scherzer, a 17-year-old senior, spent nearly $700 on designer clothing and accessories for her final year of high school, carefully curating her haul to stand out on TikTok. “I really focused on more of the name-brand stuff,” she said, highlighting the pressure to keep up with peers and influencers.

This shift from basic wardrobe staples to high-end fashion and beauty products is reflected in the broader market. Total spending on back-to-school shopping is expected to reach $39.4 billion this year, according to the National Retail Federation, up from $38.8 billion in 2024. The trend is also fueled by the growing influence of social media, where teens and tweens watch haul videos to learn how to express their personal style. On TikTok, the hashtag #backtoschool had twice as many posts from June 25 to August 25 compared to the same period last year.

For some, the trend has opened new opportunities. Scherzer, who posted a viral back-to-school haul video, has since partnered with brands like Windsor, receiving free clothing for events such as prom and homecoming. Others, like 15-year-old Suri Zhu, are using haul videos to express their personal style, even within the constraints of school uniforms. Zhu’s video, featuring a tank top from Garage, shorts from Pacsun, and a bracelet from Kendra Scott, has garnered more than 27,000 views.

The influence of social media extends beyond fashion. Tween and teen boys are also engaging with these trends, learning their personal style through videos. Jacob Niles, a 15-year-old sophomore in Brooklyn, recently bought jeans from the brand Bareline after seeing influencers post about it on TikTok multiple times. Meanwhile, 12-year-old Oliver Hughes, who attends a private school with a uniform dress code, tries to showcase his style through accessories like shoes and backpacks. This year, he purchased a Sprayground print backpack, originally priced at $80, which is now sold out and can be found on resale sites for more than $200.

While the trend reflects a growing consumer culture among teens, it also raises concerns about affordability and mindful spending. Parents like Amanda Taggart are trying to guide their children toward thoughtful purchases, emphasizing quality over quantity in an age of rampant consumerism. “In an age of uber-consumerism, I’m trying to make sure he’s thoughtful, being specific about what he wants and really likes what he wants for the reasons he wants versus just the fact that he’s seeing it everywhere,” she said.

As the back-to-school season continues to evolve, it remains a powerful indicator of how social media and economic factors are reshaping youth culture and consumer behavior.