Piper Sandler Completes 46th Semi-Annual Generation Z Survey of 9,193 U.S. Teens
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The fall 2023 survey was conducted from
Fall 2023 Key Findings
Teen “self-reported” spending was down 1% Y/Y to
$2,316. A spending decrease has not been seen from this survey since before the COVID-19 pandemic.
- e.l.f. Beauty, Inc. remains the top cosmetics brand, increasing 13 points Y/Y to 29% for female teens.
- NIKE, Inc. maintains its position as the number one favorite brand among teens in both apparel and footwear, with 35% and 61% mindshare respectively.
Chick-fil-A, Inc.stays the highest ranked restaurant at 16% share.
- Inflation is now the number two social concern, coming in at 9% among teens.
“Our survey points to initial signs of a slowdown in teen spending. Inflation reached its highest mindshare in terms of political and social issues, right behind the environment,” said
Males lead the spending increase as NIKE, Inc., lululemon athletica inc. and American Eagle Outfitters Inc. rank among the top clothing brands for teens. Female spending was down overall with specific decreases across apparel and shoes but counteracted with strength in accessories spending.
The core beauty wallet (cosmetics, skincare and fragrance) stood at
The iPhone continues to reign as 87% of teens own one and 88% expect the iPhone to be their next mobile device.
Piper Sandler Taking Stock With Teens® survey is a semi-annual research project that gathers input from 9,193 teens with an average age of 15.7 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
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