Stars set sail across borders – Amazon's back-to-school season consumer demand is related to popular culture

The back-to-school season, that is, back to school, is a consumption phenomenon in the context of education, both at home and abroad. In China, every school season, parents will prepare brand new stationery and clothing for their children. The same is true in foreign countries. Generally speaking, the whole world starts from 8-9, and parents will prepare school supplies for students for the new semester before the start of school. During the school season, consumers will show centralized purchasing behavior, so the e-commerce platform has also specially organized promotional activities for consumers during the school season or back-to-school season.

Ahead of this year's back-to-school season, Google released its latest search trends report. The report noted that in the past month, Google searches for "Back To School" have increased by 80% compared to usual. Most of this generation of teenagers are born in the millennium, and this generation of students, whether primary or secondary school students or college students, has their own personalities. The survey found that this generation has been in an era of information explosion since birth. They have been exposed to the Internet since childhood, and have wider access to information. Therefore, in terms of personality, this generation is very individual, likes to highlight itself, and like products with more personality.

Y2K aesthetics (pop culture around the millennium) are one of the hottest shopping trends this back-to-school season, with butterfly hairpins, trucker hats and inflatable dorm furniture returning to the trend list for American students for the first time in years. In addition to clothing matching, American students also pursue the "retro" style in school supplies. For example, when searching and purchasing school supplies such as folders, pencil boxes, and notebooks, they also tend to have a millennial style. It can be seen that this generation of students is pursuing retro this year, and products with retro styling are more popular with consumers.