Teen Spending Rebounds 6% in Fall 2026 as Athletic Brands Lose Fashion Share, Piper Sandler Survey Finds

Teen spending rose 6% year over year in fall 2026, with higher-income teens increasing spending 11%, according to Piper Sandler's 26th Annual Teen Survey. Apparel spending climbed 7%, while footwear slipped 1%. Athletic brands including Nike, Adidas and Lululemon saw their combined fashion share fall to 29% from 32% a year earlier, down from a peak of 44% three years ago. Lululemon lost mindshare for the fifth consecutive survey. Specialty retailers including American Eagle, H&M, Pacsun, Hollister and Urban Outfitters captured 23% of fashion mindshare, up 8 percentage points. The survey covered nearly 9,000 teens aged 13 to 19 and estimated total teen spending at about $65 billion, or roughly $2,350 per teen annually. The rebound follows a 6% decline in 2025, even as 70% of teens said the economy was worsening, up from 62% a year earlier. Nike retained 45% of footwear share despite losing ground, while On gained, particularly among boys. Coach led teen girls' handbag rankings at 60% favorite share, up from 43%. Beauty spending grew 7%, reaching a survey-high 23% of teen girls' wallet share.