College students return to campus – here’s how retailers can join them

Back to school also means back to college, and the start of the fall semester marks a major retail opportunity.

In 2025, I took a humorous look at the competition to become the “Big Retailer on Campus.” While no purveyor of goods and services is likely to achieve the popularity of the starting quarterback or head cheerleader, it is worth retailers’ time and effort to court the business of returning college students. 

Here are few examples of retailers giving it the “old college try” with different promotional strategies this academic year:

Amazon – Meet you at the lockers

Amazon is bringing its lockers to more college campuses with school around the corner. The e-commerce giant’s locker network now reaches over 750 locations at more than 500 colleges and universities across the U.S., with some schools offering multiple locker pickup points.

Students can have eligible orders delivered to a campus locker at no additional cost and pick them up on their schedule. They can search by address or ZIP code to find a nearby locker, add it to their Amazon address book, and select it as the delivery location at checkout for eligible orders. When a package arrives, Amazon sends an email with instructions for opening the locker using a code, barcode or the Amazon Shopping app. 

Shein – Hanging with the cool kids

Shein has an active college influencer initiative called the Campus Ambassador Program, which includes college students across the U.S. who engage in content creation, community and fashion. 

The program offers ambassadors access to exclusive perks, including shopping stipends and invitations to Shein events while serving as representatives of the brand on their campuses and earning commissions. 

Shein is also tying its college influencer effort to its second annual Campus Tour, a seven-stop back-to-school experience designed to connect with college students during their first week of classes. The tour is designed with social sharing in mind and includes branded photo moments and interactive games.

[READ MORE: Shein targets college students with in-person events, ambassadors]

Students can obtain exclusive Shein campus merchandise by completing activities throughout the activation, including applying to become a campus ambassador. There are currently more than 17,000 actively enrolled ambassadors.  

Target – Welcome back, co-ed

Target has expanded its back-to-college move-in events this year, with nearly 150 stores participating. Twenty flagship locations feature elevated front-of-store experiences with DJs, mascots, product sampling and giveaway bags, while 120 additional stores will host welcome events with giveaway bags and samples timed to local campus move-in dates.

College students and teachers who are members of the free Target Circle loyalty program can save a extra 20% off one storewide purchase through Sept. 12, and more than 50% off an annual Target Circle 360 paid membership.

Target is also collaborating with Abercrombie & Fitch's Hollister division on a multi-season collection that includes bedding, fleece tops and other items aimed at college students. New product drops will be available ahead of the holiday break and during the spring 2027 semester.