Taking Stock With Teens®

Piper Sandler completes 38th semi-annual Generation Z survey of 9,500 U.S. teens 

Media Contact
Kelly McGarvey
Piper Sandler & Co.

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  • Overall teen “self-reported” spending down 4% Y/Y and 10% from Spring 2019 – the lowest level since Fall 2011
  • Food continues to be the No. 1 priority for teens in terms of wallet share; Chick-fil-A is the No. 1 restaurant for four consecutive surveys
  • Ulta remains No. 1 preferred beauty destination over Sephora but teen spending on cosmetics declines 21% Y/Y
  • Handbag spending hits survey-low at $90/year; EU luxury gaining share with Louis Vuitton up to No. 2; Kate Spade falls to No. 4
  • Amazon continues to dominate teen preference for “favorite ecommerce site,” growing to 52% vs. 50% in the spring
  • Teens spend 37% of their daily video consumption on YouTube, ahead of Netflix at 35%
  • Video games holds 9% of total teen wallet vs. 8% last year
  • Crocs registers highest reading in survey history as No. 7 preferred footwear brand, compared to No. 13 last Fall
  • lululemon hits new survey peak as No. 7 apparel brand; Nike regains share as the No. 1 apparel and footwear brand
  • Instagram remains the most frequented social media platform among teens for the third consecutive survey
  • Teens care about social and political issues naming the environment, immigration and gun control as the top-three issues


The Piper Sandler Taking Stock With Teens® survey is a semi-annual research project that gathers input from thousands of teens with an average age of 15.8 years. Discretionary spending patterns, fashion trends, technology, and brand and media preferences are assessed through surveying a geographically diverse subset of high schools across the U.S. Since the project began in 2001, Piper Sandler has surveyed over 180,000 teens and collected over 45.4 million data points on teen spending.