Back-to-School 2025: Poppi, Aldi and Bath & Body Works Are Winning With Gen Z

As summer comes to a close, back-to-school and back-to-college season are a make-or-break moment for retailers and brands, not only to capture sales but to cultivate loyalty and build momentum heading into the holidays. Back-to-school is a pivotal season for retailers, when families establish shopping routines and brand loyalties that can last through a child’s school years, and college students begin building preferences that can carry into adulthood. This year, NRF projects that back-to-school spending for K-12 families will be $39.4B and back-to-college will be almost $89B.  So far this season we’ve seen three standout brands that are turning back‑to‑school into a cultural moment:

1. Poppi: Sorority Cans That Scroll and Snap

Poppi, the colorful and trendy prebiotic soda brand acquired by Pepsi earlier this year, custom‑printed their drink cans with sorority letters, igniting campus buzz and a wave of social media posts. With sorority-themed content already a staple of social feeds with the popularity of #RushTok sorority recruitment videos, these cans fit organically into students’ social media rotations—new content, new reach, and a flavor (literally) that students could tag, snap, and share.

Image Source: Aldi

2. Aldi: The Labubu Mini Gear Giveaway

Aldi tapped into the viral popularity of Labubu plush toys with a clever, limited‑time Instagram giveaway. After a post teasing the idea hit 20k likes, Aldi followed through with a sweepstakes offering 75 mystery boxes of Aldi‑branded Labubu gear. Fans could win mini bucket hats, trousers, shirts, or tote bags—all sized for Labubu dolls. To enter, participants liked Aldi’s Instagram post and commented with #ALDIMiniGear and their favorite Aldi mini item. The giveaway ran August 11–13, 2025, open to U.S. residents 18+. The contest generated massive online buzz, with fans delighted by the fusion of Aldi’s playful brand personality and Labubu’s cult‑like appeal.

Image Source: Bath & Body Works

3. Bath & Body Works: Mini Campus Shop-in-Shops in Bookstores

Bath & Body Works launched their expansion into over 600 mini‑stores within university bookstores—courting Gen‑Z where they shop on campus. This isn’t a one‑off pop‑up; it’s a semi‑permanent onsite presence for their fragrances and skincare, offering both convenience and constant brand exposure throughout the school year. Partnering with Barnes & Noble and Follett, the move is seen as a smart play to build lasting loyalty with younger consumers.

Why These Campaigns Work

These campaigns follow a clear playbook:  Leverage cultural moments, bridge physical and digital, and start early.  Brands that offer these memorable moments, whether playful, personalized, or convenient, are winning the hearts (and wallets) of students and their families.

For additional trends and insights, read our recent coverage on the explosive growth and popularity of Popmart and the ugly-cute Labubu doll craze.