Nike tops list of teens’ fave clothing, footwear brands
Teen spending is up — particularly among males.
Teen self-reported spending was up 2% year over year, with males lead the growth in spending with an increase of 6%, according to Piper Sandler Companies 45th semi-annual “Taking Stock With Teens” survey in partnership with DECA. Food was the No. 1 wallet priority for male spending at 24% share, while clothing remains at the top of female wallet share at 28%.
The spring 2023 survey was conducted from February 13 to March 2, and highlights discretionary spending trends and brand preferences from 5,690 teens across 47 U.S. states with an average age of 16.2 years. Food was the No. 1 wallet priority for male spending at 24% share, while clothing (remains at the top of female wallet share at 28%.
Top Brands & Destinations
Within apparel, Nike remains teens’ favorite brand, with a 33% share, followed by American Eagle (7% share) and Lululemon (6%) share. Rounding out the top five H&M (4% share) and Shein (3% share.)
Nike is also teens’ top footwear brand, with a strong 61% share, followed by Converse (10%) and Adidas (6%). Vans (5%) and New Balance (2%) rounded out the top five.
• Ulta remained the No. 1 preferred beauty destination at 41% share, and held the strongest beauty loyalty membership at 63% of female teens with a membership. Sephora (11%), Target (7%), Walmart (6%) and Amazon (5%) were other faves.
Amazon ranked as teens favorite shopping site:
On restaurant front, Chick-fil-A (13%) and Starbucks (12%) took the top two spots. Other fave eateries included Chipotle (7%), McDonald’s (6%) and Olive Garden (3%).
Other findings from the spring survey are below.
• Fifty-seven percent of teens cite Amazon as their No. 1 favorite e-comm site. Nike, Shein, Lululemon, and PacSun ranked as distant Nos. 2 through 5.
• Shopping channel preferences shifted to off-price (up 500 bps year-over-year) and secondhand (up 200 bps).
• TikTok remained the favorite teen app, with a 37% share, followed by Snapchat (28%) and Instagram (23%).
• e.l.f. remains the No. 1 cosmetics brand, increasing 900 bps Y/Y to 22% for female teens.
• Apple Pay ranked No. 1 for payment apps used within the last month at 39%, followed by Cash App at 25%.
• Phone is the No. 1 preferred method for customer service interaction; Text/SMS shows the best multi-year gains
• Eighty-seven percent of teens own an iPhone; 88% expect an iPhone to be their next phone; 35% own an Apple Watch.
• Teens cited the environment as their top concern. Racial equality moved up to the No. 2 concern, followed by abortion, inflation and The Willow Project (the oil-drilling project on Alaska’s North Slope.)
For more survey findings, click here.