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LTK releases Back-to-School Creator Playbook
Date posted on DIARY directory: Tuesday 3rd June 2025
LTK, a shopping platform powered by creator content, has released a Back-to-School Creator Playbook. This report summarises key findings related to LTK’s Back-to-School Consumer Study conducted in April 2025.
Creators growing in importance:
Percentage of consumers making purchases through Creators during B2S:
- Gen Z - 86% (+27% YoY)
- Millennials - 76% (+16% YoY)
- Gen X - 72% (+5% YoY)
- Gen Pop - 68% (+4% YoY)
Key insight:
Promoting trending items with availability will be more important this year.
Most important back-to-school purchase factors:
LTK Users
- Availability
- Brand
- Price
- Quality (tie)
- Convenience (tie)
General Population
- Price
- Quality
- Availability
- Convenience
- Brand
Percentage of consumers shopping for back-to-school this year:
- 75% Gen Z
- 79% Millennials
- 71% Gen X
- 67% General Population
- 94% of LTK‘s 40 million users
- 93% of college shoppers
LTK user Back-to-School searches:
- Teacher outfits
- Sneakers
- Back to school
- Family photo outfits
- Game day outfit
- Homecoming dress
- Backpack
- Toddler girl/boy outfits
- Back to School outfits
- College outfits
70% prefer video content for Back-to-School
Anticipated shopping start for the general population:
62% of Gen Pop shop late July-early Sept
- 1 - Late May: 9%
- 2 - Early June: 8%
- 3 - Late June: 8%
- 4 - Early July: 13%
- 5 - Late July: 19%
- 6 - Early August: 23%
- 7 - Late August: 9%
- 8 - Early September: 11%
Get to know the college shopper:
Shopping peaks early August - Purchases for self and children
- 78% Shopping for self
- 49% Buying for children
- 55% Majority shopping online
Top categories college shoppers plan to buy
- Adult Clothing
- Adult Shoes
- Accessories
- Core Supplies
- Beauty & Personal Care
- Gear (Backpacks, Lunchboxes, Water Bottles)
What’s trending on LTK College
- Coordinated activewear
- Noise-cancelling earbuds
- Retro styles
Get to know Gen Z shopper:
Peaks early August
- 61% Shopping for self
- 71% Plan to spend more or the same
- 54% Like to watch Creators post deals and savings
- 91% Plan to shop sales during Back-to-School
Top categories Gen Z shoppers plan to buy
- Adult Clothing
- Adult Shoes
- Core Supplies
- Gear Backpacks, Lunchboxes, Water Bottles
- Accessories
- Beauty & Personal Care
What’s trending on LTK Gen Z
- Capri pant revival
- Jelly sandals
- "No makeup" makeup
Get to know the Millennial shopper:
Shopping peaks in late July
Shops earlier
- 64% Shopping for children and majority also plan to make self-purchases
- 43% Majority shopping online
More spending power than Gen Pop
- 79% More or the same spending power YoY
- 70% Plan to spend more or the same on Back-to-School
Top categories Millennial shoppers plan to buy
- Kids’ Clothes
- Kids’ Shoes
- Core Supplies
- Gear Backpacks, Lunchboxes, Water Bottles
- Accessories
- Adult Clothes
What’s trending on LTK Millennials
- Aesthetic-driven essentials
- Functional footwear
- Bento boxes