Thank you to all the chapters and members who participated in the Fall 2025 Piper Sandler Taking Stock With Teens® survey!
Check Out The Key Findings
- Teen “self-reported” spending declined 6% Y/Y to $2,213 and is down 1% on average in the past 10 years.
- Nike remains the No. 1 brand in all footwear with mindshare starting to stabilize sequentially. Male share, driven by the upper income bracket, grew sequentially for the first time since fall 2022.
- Nike also held the No. 1 ranking in clothing brand for teens, following by Hollister (No. 2) and Brandy Melville (No. 3). For upper income teens, clothing grew by 1-point Y/Y, driven by the female (after a 1% decline this past Spring).
- In footwear, On Running (No. 4) overtook HOKA (No. 5) for the first time in the past six surveys, suggesting On Running is gaining share with all consumers.
- While the core beauty wallet declined 2% Y/Y to $336, 85% of female teens reported wearing makeup sometimes or every day, up 1-point sequentially.
- e.l.f. maintained its position as the No. 1 cosmetics brand among all female teens, gaining 1-point of mindshare sequentially.
- Ulta remained the No. 2 favorite beauty shopping destination while Sephora remained No. 1, gaining 2-points of mindshare sequentially. Inline with historic trends, Target appeared at No. 3.
- Lays (PEP) remains the most preferred snack, followed by Goldfish (CPB) and Cheez-It (K).
- Red Bull (28%) retains it's ranking as the top energy drink brand, followed by Monster (27%) and Alani Nu (19%).
- Dr. Pepper (10%) is teens’ favorite beverage brand, followed closely by Coca-Cola (10%) and Gatorade (8%).
- 87% of teens own an iPhone, with 17% of teens expected to upgrade to an iPhone 17 this fall/winter.
- TikTok (46%) is the most used social media app for teens, followed by Instagram (31%) and Snapchat (14%).
The Piper Sandler Taking Stock With Teens® survey is a semi-annual research project that gathers input from 10,969 teens with an average age of 15.7 years. Discretionary spending patterns, fashion trends, technology, brand and media preferences are assessed through surveying a geographically diverse subset of high schools across the U.S. Since the project began in 2001, Piper Sandler has surveyed more than 285,242 teens and collected approximately 66 million data points on teen spending.
