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Top Brands With Teens: Survey

e.l.f. Beauty, Nike, Chik-fil-A, I-Phone and TikTok are Gen Z faves.




Top Brands With Teens: Survey

What are Gen Z’s favorite brands? In its 46th semiannual survey of such spenders, investment bank Piper Sandler Cos. included these findings for fall 2023:

  • Teen “self-reported” spending was down 1 percent year-over-year, to $2,316. This is the first time a spending decrease has been detected in the survey since before the COVID-19 pandemic.
  • e.l.f. Beauty Inc. remains the top cosmetics brand, increasing 13 points Y/Y to 29 percent for female teens.
  • Nike Inc. maintains its position as the number one favorite brand among teens in both apparel and footwear, with 35 percent and 61 percent mindshare, respectively.
  • Chick-fil-A Inc. stays the highest-ranked restaurant, at a 16 percent share.
  • Apple’s iPhone continues to reign, as 87 percent of teens own one and 88 percent expect the iPhone to be their next mobile device.
  • TikTok is the favorite social platform among teens, followed by Snap and Instagram.

“Our survey points to initial signs of a slowdown in teen spending. Inflation reached its highest mindshare in terms of political and social issues, right behind the environment,” said Edward Yruma, Senior Research Analyst at Piper Sandler.

This latest Piper Sandler Taking Stock with Teens survey netted responses from 9193 teens with an average age of 15.7 years. The fall 2023 survey was conducted from Sept. 4-27.

Click here to see the full list of key findings from the survey, view the report summary and request the full survey report.



When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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