Why TikTok trends could take over the back-to-college shopping season

University students from across America begin the journey back to campus. A precursor to that trip is the back-to-school shopping season, and this year it’s estimated to hit a record $94 billion for college students.

The National Retail Federation estimates the boom in its back-to-school data and expects family spending on college students to be around $1,367 per student, up slightly from the year. last.

Inflation is driving up the price of school supplies, but it’s a TikTok trend that could be fueling some of the high student spending. Students show off their dorm designs on the popular social media app, sparking “silent competition” among students that drives more spending at retailers.

“So far, the American consumer is showing a willingness to open their wallets to this discretionary spending as long as the value is attractive,” said Simeon Siegel, principal analyst at BMO.

Back-to-school shopping also serves as a barometer to gauge potential holiday spending. Early back-to-school numbers look strong for retailers in the sector, which are also looking to capture sector share from closed Bed Bath & Beyond stores.

Watch the video above to learn more about the TikTok trend that’s fueling back-to-college spending.