Leading investment bank Piper Sandler Companies, in partnership with DECA, has completed its 48th semiannual “Taking Stock With Teens” survey. The Piper Sandler Equity Research team currently has more than 63 million data points on teen preferences and has been researching teens for more than 24 years.
Teens’ “self-reported” spending was $2,361, up 6% from last year and 4% compared to spring.
“Piper Sandler reveals the inside look at how more than 13,500 U.S. teens are spending their money and how it has a direct impact on the economy, in Fall 2024’s Taking We’re excited to share the results of our Stock With Teens survey. This fall, teens self-reported spending $2,361 on Nike and Elf Beauty, an increase of 4% compared to the spring survey. continues to prove its dominance as the most preferred wallet in apparel and beauty,” said Colin Wolfmeyer, senior research analyst at Piper Sandler.
beauty edit
Core Beauty Wallet reached its highest level since Spring 2018 at $342 (+6% YoY). All categories grew year over year except skin care (-4% year over year). Fragrances grew the fastest at +25% year over year/Y.Ulta has ceded market share in the popular beauty shopping destination and is now in second place with 27% versus 32% a year ago. Sephora (No. 1) lost 1 point of share as a popular shopping destination year over year. Target (No. 3) gained 4 points compared to the previous year. A higher percentage of female teens shop at Target compared to Walmart in non-food categories. 70% shop at Target for beauty and skincare and 46% for apparel and footwear. Elf maintained its position as the No. 1 cosmetics brand, gaining 6 points with a share of 35% among female teens in Y/Y.
Popular color cosmetics brands
Elf 35% Rare Beauty 10% Maybelline 7%
The rankings are the same as in the spring report, with elf down -3%, Rare Beauty down -1%, and Maybelline up +1%.
Popular hair care brands
Amika 7% Not your mother 7% Miel 6%
Olaplex was pushed out of the top 3 rankings by Not Your Mother’s, jumping from 5th to 2nd, up +4% from the spring report.
Popular skin care brands
Ceravet 33%The Ordinary 10%La Roche Posay 8%
The top three rankings are unchanged from spring, with CeraVe up +5%, The Ordinary +1%, and La Roche-Posay +2%.
top fragrance brands
Bath & Body Works 24% Sol de Janeiro 19% Victoria’s Secret 10%
Since spring, the rankings have remained unchanged, with Bath & Body Works up 5%, Sol de Janeiro -2% and Victoria’s Secret -1%.
best beauty destination
Sephora 36%Ulta Beauty 27%Target 13%
The rankings remained unchanged, with Sephora down -1%, Ulta Beauty down -4%, and Target up +3%.
