Black Friday 2026 Report: How US Students Spend

Black Friday 2026: The US Student Spending Report

US students will spend an average of $333 each this BFCM. The problem isn't getting them to shop, it's getting them to choose you.

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This report solves the four challenges every brand faces this Black Friday:

1. The discount trap

When everyone cuts prices, a deal makes you blend in, not stand out.

2. "Why should I choose you?"‍

Students can name 20 brands selling the same thing. The winner has the strongest reason to choose, not the biggest discount.

3. The attribution black hole

TikTok, a friend, Google, ChatGPT, in-store, then buy. If you still measure last click, you're flying blind.

4. The loyalty illusion

A 30%-off spike isn't a customer. What happens when a competitor offers 35%?

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Get the data and the playbook to beat all four, how students discover, decide and spend across the season, and a month-by-month plan for September–November.