Back-to-School is the second biggest shopping season of the year — and it’s no longer just about notebooks and backpacks. Today’s back-to-school shopping reflects how digital culture, family influence, and generational preferences shape what families buy, how they shop, and where they’re inspired.
Gen Alpha — the first generation born entirely in the 21st century — is already reshaping how brands communicate with families. As Emily Twomey, CMO at Razorfish, shared during YouTube Day hosted by Google x VuePlanner, this generation’s perspective is shaped by constant digital connection.
“61% of parents felt that their children are more mature than they were at that age, and parents give that credit to the child’s ability to connect with a broader world through technology.”
— Emily Twomey, CMO, Razorfish
Gen Alpha’s Growing Influence
Gen Alpha isn’t just passively watching content — they’re actively influencing it. And they’re influencing their parents, too.
“Gen Alpha is influencing household decisions […] From the food that the family eats to the features that will be in the new car that the family is buying. So they are already helping make purchase decisions.”
— Emily Twomey, CMO, Razorfish
According to the National Retail Federation, one in five households starts school shopping by June. By the time classes begin, 55% of kids aged 6–16 have already asked for — or purchased — items showcased by their favorite YouTube creators (source: tegna.com). In fact, three out of five parents of Gen Alpha kids say they look to their children for what to buy when back-to-school shopping.
While older generations may have trusted celebrity endorsements, only 21% of Gen Alpha sees athletes and TV personalities as trustworthy (source: Razorfish). Instead, they gravitate toward creators, gamers, and YouTube personalities who feel real, relatable, and part of their daily lives.
The Role of YouTube in Back-to-School Shopping
YouTube has become the go-to platform for inspiration, reviews, and recommendations leading into the school year. With endless content covering school supply hauls, outfit try-ons, tech reviews, and student tips, it’s where families go to prepare, plan, and purchase.
The optimal period for Back-to-School video content on YouTube is from July 14 to September 1 — when audiences are most engaged and decision-making is at its peak.
Gen Z and Gen Alpha approach this moment with digital fluency and distinct expectations. Gen Z seeks sustainability and inclusivity, while Gen Alpha leans toward interactive and tech-driven shopping experiences. For both, seamless online journeys, creator recommendations, and personalized ads drive engagement and conversion.
How Cadent VuePlanner Helps Brands Reach Back-to-School Shoppers
Cadent VuePlanner’s proprietary contextual targeting platform allows brands and programmatic buyers to curate custom YouTube content collections that align perfectly with Back-to-School moments.
Our team identifies the best keywords, audience signals, and contextual themes to ensure your brand reaches families in the right mindset — whether that’s during school supply hauls, student fashion lookbooks, or academic success content.
We’ve developed curated campaign strategies around key Back-to-School themes, including:
- School Supplies and Essentials
- School Fashion and Style Inspiration
- Student Interests and Educational Content
By pairing contextual precision with audience insights, Cadent VuePlanner helps brands connect with Gen Alpha families in meaningful ways — driving both awareness and measurable results.
Make Back-to-School Your Brand’s Moment
Gen Z and Gen Alpha families are shaping the future of shopping. They trust creators, value authenticity, and make decisions together — and YouTube is where those conversations happen.
Connect with Cadent VuePlanner’s team of experts to learn more about how to build a YouTube campaign that reaches families during the Back-to-School season and turns influence into action.
Watch the full YouTube Day session videos on our YouTube Channel to hear more insights from Emily Twomey and other industry leaders.