Back to school marketing to Gen Z is more than just promoting notebooks and dorm furniture — it’s about tapping into values like individuality, convenience, and social proof. Gen Z is redefining what “back to school” looks like, from their spending habits to the platforms where they engage. If you’re marketing to high school or college students this season, your strategy needs to reflect how this audience thinks, shops, and shares.

In this blog, we’ll break down when to start planning your campaign, how to differentiate messaging for high school vs. college students, and which platforms and tactics actually drive results (spoiler: influencer marketing is a must). Let’s dive into how to win the back to school season with Gen Z.

When Does Back to School Season Start?

Back to school isn’t just a single moment—it’s a season that stretches across months, especially when you’re marketing to both high school and college students.

According to a 2024 Deloitte report, 55% of K-12 parents begin shopping before the end of July. For college students and their families, the timeline starts even earlier: many begin prepping in June as they anticipate dorm move-ins and big-ticket purchases.

But just because they start early doesn’t mean they finish early. Gen Z is also known for last-minute shopping, particularly for personal items or trend-driven purchases they see on TikTok and Instagram. That means your campaign should ramp up in June and continue through September—with strategic messaging shifts based on where students are in their journey.

When Should You Start Advertising for Back to School?

The best time to launch back to school marketing to Gen Z is early to mid-June—even if you’re targeting high school students who don’t head back until late August. Why? Because Gen Z begins planning early, and parents of younger students often shop during summer breaks to avoid August crowds and stock shortages.

Retailers have taken notice: in 2024, many brands kicked off promotions as early as late May, with July now considered peak season. This early wave gives brands the opportunity to build awareness, capture early sales, and then retarget or refresh messaging for last-minute shoppers in August and September.

Here’s a sample campaign timeline:

• May–June: Awareness campaigns (think influencer partnerships, teaser content, early-bird offers)

• July: Promotional push with discounts, giveaways, and in-store experiences

• August–September: Retargeting, UGC amplification, and mobile-first reminder ads

The Difference Between Back to School Marketing to High School Students and College Students

Although both groups fall under the Gen Z umbrella, their mindsets and buying behaviors differ in critical ways.

High School Students:

• Heavily influenced by parents’ budgets and priorities

• Respond well to trend-based items, especially if seen on social media

• More responsive to peer validation (TikTok trends, limited-edition collabs)

• Spend more time on platforms like TikTok, YouTube, and Snapchat

College Students:

• Enjoy more autonomy in purchases, especially for dorm essentials, tech, and personal care

• Prioritize functionality and longevity (laptops, kitchen appliances, durable fashion)

• Often look for deals and bundles due to student budgets

• Engage with brands through both social media and campus events

Back to school marketing to Gen Z should reflect these nuances. For high schoolers, focus on trends, peer influence, and mobile-friendly content. For college students, center the campaign on independence, self-expression, and value.

Tips for Back to School Marketing to High School Students

Marketing to high school students during the back-to-school season is an opportunity to shape brand affinity early, often before students have fully developed long-term shopping habits. But Gen Z teens aren’t just passive shoppers—they’re trendsetters, content creators, and cultural barometers. The key to successful back to school marketing to Gen Z teens is building relevance, resonance, and reach—through the right platforms, messaging, and peer-driven content.

Here’s how to connect meaningfully with this influential group:

1. Get Inside Their Media Ecosystem (Hint: It’s Not Just TikTok)

While TikTok often dominates conversations about Gen Z, high school students’ digital lives are multi-platform. They engage with content across TikTok, YouTube Shorts, Instagram, and Snapchat, often simultaneously. Each platform serves a slightly different function—TikTok for entertainment and trends, Instagram for identity curation, YouTube for deeper exploration, and Snapchat for private peer communication.

To win attention, your campaign needs to:

• Respect each platform’s native tone and aesthetic

• Create content that feels like their content (not yours)

• Use short-form vertical video as your foundational format

• Mix in lo-fi UGC, trending sounds, humor, and micro-narratives

For example, a “first day of school fit check” video with trending audio will land far better than a polished ad with brand talking points.

2. Leverage the Power of Trend Cycles and Aesthetic Microcultures

High school Gen Z consumers are plugged into trend cycles that move at lightning speed. They’re also incredibly tuned in to “aesthetics” and micro-identities (e.g., clean girl, skater, alt, preppy, gamer), and often shop to reinforce the visual language of their online personas.

Brands that stay ahead do two things well:

• React quickly to emerging trends (using creators and agile content workflows)

• Position their products within aesthetic archetypes (e.g., “fit for your clean girl school routine” or “locker-ready gear for your cozy gamer era”)

To stay relevant, your campaign must be dynamic. Static ads won’t survive in a scroll-first ecosystem. Think in stories, not slogans.

3. Focus on Peer Validation Over Traditional Authority

High schoolers may technically still rely on parents for spending, but they’re more influenced by peer behavior and online validation than parental guidance.

According to Refuel’s proprietary College Explorer™ and Gen Z studies:

• Teens are 37% more likely than the general population to take consumer action after seeing a video ad

• 41% rank product sampling and in-person engagement as one of the most attention-grabbing tactics

• Over 66% of Gen Z takes action after seeing ads on social media

That means your product needs to be seen in peer-driven spaces—especially through creators, friends, or relatable micro-influencers—not just traditional ads.

4. Activate In-School Media and Sampling for IRL Visibility

While much of Gen Z lives online, high school students still spend most of their day in a physical school environment. This gives brands a massive opportunity to reach them in real-time, in spaces where their attention isn’t yet entirely digital.

Refuel Agency’s exclusive access to 8,194 middle and high schools, with 18,000+ in-school displays, delivers over 406 million impressions annually—making it the most effective back-to-school channel for high school activation.

Additionally, on-campus sampling has proven to be one of the most effective tactics for engagement and recall. Whether it’s snack brands, tech accessories, or personal care products, letting teens try before they buy builds immediate trust—and gives them a reason to post about your brand organically.

5. Tap Creators Who Feel Like Classmates

High school students are more likely to follow and engage with creators who feel aspirational but attainable. These aren’t celebrities—they’re student athletes, aesthetic content creators, or rising freshmen with dorm tours going viral.

Partner with:

• Teen creators in your demo who reflect diverse, authentic experiences

• Student-led ambassador programs that reward content creation and peer promotion

• UGC-style ad creative that blends into their feeds without feeling like an ad

Platforms like SPIRRA, Refuel’s influencer platform, allow brands to find hyper-niche, age-relevant influencers and manage their campaigns for maximum ROI.

6. Prioritize Mobile UX and Fast Click Journeys

Teens live on their phones. From discovering a product to texting it to a parent for purchase, the journey needs to be seamless. If your campaign is clunky, too slow to load, or asks for too much friction (e.g., long forms, age gates), you’ll lose them.

What they expect:

• Instant-loading landing pages

• Shoppable UGC that mimics TikTok-style layouts

• Easy paths to share products with friends or parents

• Mobile-first design with vertical scrolls and dynamic imagery

Also consider how your ad copy speaks with them, not at them—use their language, and avoid overly corporate or parental tones.

7. Celebrate Firsts and Identity Formation

Back to school season, especially in high school, is a time of self-definition. Whether it’s starting freshman year or stepping into senior year, teens are actively shaping how they present themselves to the world. Your campaign can join that narrative.

Ask:

• How does your product help them express themselves?

• How can your campaign align with a milestone moment?

• What rituals or transitions can your brand support?

Examples:

• Back-to-school beauty bundles to support their “glow up era”

• New planner kits for academic goals and routines

• Locker decor collabs that help personalize their space

By speaking to identity formation, your brand becomes part of their coming-of-age story.

8. Support Shared Decision-Making (Teen + Parent)

Even though teens influence the purchase, parents often hold the wallet. Smart brands find ways to co-market to both audiences without alienating either.

Try:

• Teen-facing social media content paired with parent-targeted paid search or email

• Ads that show teens excited about the product and parents trusting its value

• Messaging that speaks to shared values like safety, functionality, or budget-friendliness

For example, a campaign might highlight:
“Your teen will love how it looks. You’ll love how it lasts.”

9. Offer Limited Editions and Exclusives to Drive Urgency

Gen Z teens are driven by exclusivity, scarcity, and “cool factor.” A limited edition backpack or an influencer-only hoodie drop can generate far more interest than mass-market items.

Create buzz with:

• Countdown timers for exclusive drops

• Influencer collab capsules

• “First week of school” bundles only available in August

FOMO (fear of missing out) still works—when it’s paired with authenticity and relevance.

10. Elevate Their Voice, Not Just Your Brand

Finally, high school Gen Z doesn’t want to be marketed to—they want to co-create, contribute, and be seen. Find ways to make them part of the campaign, not just the target.

Ways to do this:

• Host a TikTok challenge or UGC contest

• Feature student voices in campaign assets

• Spotlight real students using your product in paid ads

• Let them vote on new product designs or packaging

When they feel like they’re building the brand with you, loyalty follows.

Tips for Back to School Marketing to College Students

College students represent one of the most dynamic segments within Gen Z. They’re in a transitional life stage—juggling independence, identity development, academic demands, and often, financial constraints. Back to school marketing to college students requires more than just catchy creative. It demands authenticity, utility, and a deep understanding of their motivations.

Here’s how to craft campaigns that actually resonate with Gen Z college students:

1. Lean Into the Language of Autonomy

This age group is newly empowered to make decisions independently—from what to buy to how they want to present themselves. Marketing that speaks directly to their autonomy, growth, and self-expression will outperform campaigns that feel prescriptive or parental.

Examples of effective messaging:

• “Create a space that’s all yours.”

• “Tools to help you thrive, not just survive.”

• “Curate your back-to-campus look.”

• “Smart gear for the semester ahead.”

This language respects the college student’s agency while positioning your brand as a helpful, empowering presence—not a pushy one.

2. Solve Real Problems (and Say So Clearly)

College students don’t have time for vague or fluffy messaging. They’re looking for solutions that are relevant, easy to access, and worth the money.

What problems are they trying to solve?

• “How do I stay organized in a tiny dorm?”

• “What do I actually need for my first apartment?”

• “How do I eat better on a budget?”

• “What tech tools help me focus in class?”

Your content and product positioning should clearly show how you help answer these questions. Use listicles, checklists, short-form videos, or side-by-side comparisons in your creative. College students are naturally research-driven—meet them with clarity.

3. Offer Student-Friendly Incentives

Affordability is a huge driver for Gen Z—and especially for college students managing financial aid, part-time jobs, or limited budgets. But it’s not just about being the cheapest option—it’s about perceived value and access.

What works:

• Exclusive student discounts: through platforms like UNiDAYS, Student Beans, or school email verification

• Bundled product kits: Dorm Essentials Starter Kit, Study-Ready Tech Bundle, etc.

• Referral bonuses or friend codes

• Flexible payment plans: Klarna, Afterpay, etc.

Highlight these offers boldly in your creative and landing pages. Gen Z is highly cost-conscious and will seek out incentives before buying.

4. Show Up in the Right Digital Spaces

Gen Z college students are spending more time on their phones than any previous generation. According to a 2024 Pew Research study, over 95% of college-aged Gen Zers own a smartphone, and over 60% say they discover new products through social media.

Winning platforms:

• TikTok: for “aesthetic” hauls, dorm tours, day-in-the-life content

• Instagram: for UGC, product tags, carousel guides

• YouTube: for comparison reviews, room makeovers, student vlogs

• Reddit and Discord: for authentic peer-driven discussions

Don’t just repurpose the same creative across platforms. Customize content to match native formats and tones—TikTok videos should feel organic and entertaining, while Instagram carousels can act more like mini-guides.

5. Partner with Campus Creators and Micro-Influencers

Influencer marketing remains one of the most powerful ways to reach Gen Z—but college students are particularly drawn to creators they can relate to. Micro-influencers with <10K followers and campus ambassadors can create authentic, low-polish content that performs well both organically and in paid ads.

Effective activations might include:

• Dorm hauls featuring your product line

• Morning routines with featured brand placements

• Campus giveaways with product bundles

• Sponsored content using school hashtags or community groups

Tools like Refuel Agency’s SPIRRA platform can help brands identify high-impact student influencers and manage campaigns that balance reach with relevance.

6. Go Beyond Digital: Show Up on Campus

Digital touchpoints are crucial—but there’s also power in physical presence. Whether it’s back-to-school fairs, branded pop-ups, or peer-to-peer sampling, Gen Z responds well to tactile, in-person experiences that allow them to engage with your product in real life.

Refuel Agency provides access to 11,000+ colleges and 80,000+ youth venues, making it easy for brands to activate physically on campuses in meaningful ways.

Examples:

• Branded move-in day kits (laundry baskets, snacks, mini-fans)

• Product sampling tables with creator-hosted content creation stations

• QR codes tied to giveaways or exclusive offers

• Stickers, laptop decals, or other affordable swag that travels with students

Offline brand activations not only boost awareness—they create word-of-mouth buzz that builds brand equity across student communities.

7. Tap Into Their Values

Gen Z, especially at the college level, is values-driven. They want to know that the brands they support align with their beliefs around sustainability, inclusivity, and equity.

Brand alignment opportunities:

• Showcase sustainable sourcing or packaging

• Highlight diverse representation in your creative

• Partner with student organizations or causes that matter on campus

• Share your brand’s social impact transparently

Nearly 73% of Gen Z consumers say a brand’s values influence their purchasing decisions, according to McKinsey. Brands that walk the talk—not just post performative statements—earn deeper loyalty.

8. Prioritize Speed, Convenience, and Flexibility

Whether shopping online or in-store, college students expect fast, seamless experiences. If your purchase process is clunky, slow, or overly complicated, you’ll lose them.

What they expect:

• Free, fast shipping options

• Clear return policies

• Mobile-friendly checkouts

• Real-time customer service (e.g. chat support or DMs)

Consider how your back-to-school campaign touches every part of the user journey—from ad to checkout to post-purchase follow-up. Every moment matters for Gen Z’s trust and repeat business.

9. Offer Real Social Proof

College students are highly influenced by peer opinions. They look to reviews, Reddit threads, TikTok comments, and even school-specific message boards to guide decisions.

Ways to incorporate social proof:

• Feature UGC and reviews prominently on product pages

• Use video testimonials from real students

• Highlight how many students at “X University” already love the product

• Turn customer DMs and quotes into shareable content

Authenticity beats polish. Showcase real students using your products in real spaces—and let their voice carry the message.

10. Create a Narrative, Not Just a Campaign

The most successful brands build emotional connection. Your campaign should go beyond “back to school” and speak to the identity and aspirations of this generation.

Ask:

• What story are you helping them write?

• What moment are you becoming a part of?

• How can your product or brand mark a new chapter?

From branded journals and motivational content to back-to-school Spotify playlists and online communities, think about the culture you’re co-creating—not just the product you’re promoting.

Top Products for Gen Z Back to School Shoppers

1. Noise‑Canceling Headphones

A must-have for focus during remote learning or busy campus life. LTK reported a 21% YoY increase in headphone-related posts, with Gen Z and Millennials heavily influenced by creator recommendations.

2. AI‑Powered Laptops & Educational Devices

Interest in “AI laptops” surged 4× between mid‑April and end‑May, signaling high Gen Z demand for tech that supports learning productivity.

3. Smartphone-Compatible Accessories

With 74% of Gen Z students learning best via smartphones, items like portable chargers, blue-light glasses, & ergonomic cases are essential academic companions.

4. Compact Storage Organizers

Five Below’s $3 collapsible crate became a viral back-to-school favorite—a practical, space-saving storage solution that Gen Z embraces.

5. Dorm & Desk Decor

Reflecting their desire for personal expression and mental comfort, Gen Z gravitates toward affordable decor like LED strip lights, peel-and-stick wall art, and cozy bedding. (Market-wide demand shown in Think with Google insights thinkwithgoogle.com.)

6. Sustainable & Secondhand Essentials

Gen Z’s eco-conscious ethos is strong: 64% would pay more for eco-friendly products, and 61% look for used goods first. Think recycled notebooks, thrifted backpacks, and refurbished tech.

Why Influencer Marketing Is Key for Back to School Marketing to Gen Z

It bears repeating: influencer marketing isn’t optional—it’s central. According to Marketing Dive, Gen Z increasingly relies on creators for product discovery. A well-placed post from a micro-influencer can outperform traditional ads when it comes to engagement and conversion.

What works:

• TikTok “What’s In My Backpack” hauls

• Dorm room tours with product mentions

• Sponsored back-to-school outfit lookbooks

• Creator discount codes with urgency-based CTAs

Platforms like SPIRRA make it easier than ever to vet, manage, and analyze influencer campaigns with Gen Z authenticity baked in.

Don’t Forget the Parents

While much of back to school marketing to Gen Z is student-facing, don’t underestimate the role of parents—especially for high school and middle school audiences. In fact, 75% of Gen Z’s household spending is still influenced or directly paid for by parents.

Craft supplemental campaigns that target parents with:

• Value messaging (“get everything in one stop”)

• Trust-building credentials (safety-tested, inclusive sizing, eco-conscious materials)

• Convenience (shipping, bundles, easy returns)

How to Nail Back to School Marketing to Gen Z

Gen Z isn’t interested in cookie-cutter marketing. They want experiences, authenticity, value—and they want it fast. Winning this season means being where they are, speaking their language, and responding to trends with agility.

Here’s your cheat sheet:

• Start early (think May or June)

• Use influencer marketing with a strong Gen Z POV

• Differentiate between high school and college segments

• Think mobile-first, trend-sensitive, and authentic

• Leverage Refuel Agency’s in-school and campus access for real reach

• Don’t forget the parents

Need help reaching Gen Z where it counts? At Refuel, we combine proprietary research with media access and creative execution to drive real results for back to school and beyond. From influencer campaigns to in-school activations, we’ve got you covered.

Let’s make this your most impactful back to school campaign yet.