BUFFALO, N.Y. — Back-to-school shopping is underway, and for many families, it’s not just about checking off a school supply list. From trendy backpacks to water bottles and clothes, social media is impacting what kids want for the new school year, which could be pressuring parents into spending more than they originally hoped.
University at Buffalo marketing professor and consumer behavior expert Charles Lindsey said social media is infiltrating back-to-school shopping lists.
“Things have changed significantly because of social media,” said Lindsey. “Things are the same to a certain extent, because there’s always been social pressure. Human beings are creatures of comparison.”
But Lindsey said social media has magnified that pressure, making it easier for kids and parents to see what everyone else is buying.
“More than 50% have indicated feeling the pressure to buy that trendy item for their K-12 student,” said Lindsey. “And almost two-thirds have indicated that they actually allowed something like that to cause them to overspend.”
At a local Walmart in Buffalo, Sadial Rivera and his daughter Nidel were getting back-to-school shopping done before Nidel starts the fifth grade at the Charter School for Applied Technologies. Nidel said she’s seen trendy school items while scrolling on TikTok, including a Hello Kitty water bottle. Her dad, however, is hesitant about buying every item on Nidel’s list because of inflation.
“Right now, when I’m checking the prices, it’s a little expensive,” said Sadial. “You feel it.”
That price pressure is something Lindsey said can combine with the influence of social media.
“There absolutely is an effect in terms of influencing and causing parents to spend more than they otherwise would,” said Lindsey.
At the same Walmart, Gabriel Perez and his daughter Gabriella were also doing some back-to-school shopping as Gabriella gets ready for the start of sixth grade at Elmwood Village Charter School. Just like in Nidel’s case, Gabriella said scrolling on social media platforms like Instagram has impacted what she would like her dad to buy her.
“I was just scrolling one day and then it popped up and I said, ‘Oh, I like you,'” said Gabriella. “So, I just asked if I can get it, and I just got it.”
Gabriella was referring to a customized Sprayground backpack she found while scrolling social media, which is something Lindsey said is a specific item that has blown up in popularity. Gabriella’s dad Gabriel isn’t a fan of the impact social media is having on his daughter’s back-to-school wish list.
“Now everybody’s on their phone,” said Gabriel. “And what’s in style for one person is in style for everybody now. So it definitely plays a big influence now on the styles they wear, or the bags they want.”
But as Lindsey reiterated time and time again, he’s advising parents to balance wants versus needs to prevent social media from blowing up their back-to-school budget.
“We’re getting needs,” said Gabriel. “Just coming to the store with the kids, they’re always going to find things they want. We’re not buying we want today. We’re buying what we need today.”
Gabriel’s mindset is exactly the way Lindsey said parents can take back control of back-to-school shopping: Start with what you already have, set a budget and shop for the best deals for the new school year.
Lindsey did mention, however, the pressure of social media isn’t just something kids are feeling. His research also found parents can feel pressure to keep up with other parents, where he said a third of parents in one survey had felt judged by other parents for what they spent on back-to-school shopping.
