Today's teens are budgeting like adults for back-to-school
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Key takeaways
Back-to-school shopping isn't a one-size-fits-all ritual for teens but one thing is clear: they're increasingly paying their own way.
Paying their own way
Only 39% of teens say their parents are covering back-to-school costs entirely, meaning roughly 6 in 10 teens are contributing their own money, whether that's under $25 (20%), $25–100 (27%), or more than $100 (14%).
Spending stays practical
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Forget the stereotype of teens chasing trends. Comfort wins by a wide margin, with 42% saying it's the most important factor when choosing school clothes, ahead of price (24%), trends (17%), and brand names (8%).
They're also shopping intentionally. Nearly 44% say a sale or discount is what gets them to hit "buy," while another 36% only purchase something when they genuinely need it for class. Social pressure barely registers — just 5% cite TikTok or Instagram, and another 5% say friends influence their purchases.
As one teen put it, "Whatever's cheapest, best, and is comfortable." Another shared, "I don't really care, all I want is the cheapest but good quality stuff I can get for school."
Where the money goes
Department stores remain the go-to destination for nearly half of teens (45%), while Amazon captures one in four shoppers (25%).
The biggest purchase? It's almost a tie between sneakers (31%) and the annual backpack-and-supplies haul (30%).
Once school starts, the biggest drain on teens' wallets isn't school-related at all. Hanging out with friends (26%) edges out food and drinks (23%) and fashion and beauty (23%). As one respondent joked about where they're spending, "Getting food after football games because why are four chicken nuggets $7"
The brands teens want most
Nike
Lululemon
Hollister
Adidas
Brandy Melville
Nike alone accounted for nearly 30% of all brand mentions, while American Eagle, PacSun, Garage, Jansport, Air Jordan, North Face, Stanley, and Owala rounded out the list.
Money stress starts early
Overspending (38%) is teens' biggest financial concern heading into the school year, followed by not saving enough (31%).
Despite that, most teens didn't start the season with a plan. Only 27% saved through allowance or chores and 14% from a summer job, while 28% had no savings strategy at all.
Unexpected trends
A few findings stood out:
Side hustles start young. Teens aren't just looking for jobs, they're creating them. One respondent shared they planned to "do chores and do a crochet account to make money, then eventually do a job."
Comfort brands are quietly taking over. Lululemon, Alo, and Athleta continue to gain ground as athleisure becomes an everyday staple.
Practicality beats FOMO. Sales and necessity matter far more than social media or peer pressure.
Luxury still has aspirational appeal. Gucci, Chrome Hearts, Balenciaga, and Rick Owens all appeared in responses, even among an overwhelmingly budget-conscious group.
"The most encouraging part of this data is how thoughtfully tweens and teens are spending," said Jennifer Seitz, Director of Education at Greenlight. "Waiting for a sale, tuning out social pressure — those aren't just shopping habits, they're financial habits. Give kids real practice making these calls now, and budgeting stops being a lesson and starts being instinct."
And if someone handed teens $100 today? Nearly 43% say they'd spend it on back-to-school essentials (not save it or splurge) suggesting practical budgeting habits are already taking shape before the first bell rings.
Methodology: Kids & Teens: 1,506 Greenlight users aged 11 and up, via a 5–10-minute in-app survey fielded from August 5-6, 2026.
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