Piper Sandler Completes 50th Semi-Annual Teen Survey

Piper Sandler (NYSE: PIPR) completed its 50th semi-annual Taking Stock With Teens® survey, covering 25 years and more than 66 million data points on U.S. teen preferences and spending.

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10/09/2025 - 09:00 AM EDT

MINNEAPOLIS--(BUSINESS WIRE)-- Piper Sandler Companies (NYSE: PIPR), a leading investment bank, completes its 50th semi-annual Taking Stock With Teens® survey in partnership with DECA. The Piper Sandler equity research team now has more than 66 million data points around teen preferences and spending in the 25 years of researching teens. To see the full list of key findings, view the report summary and request the full survey report, visit pipersandler.com/teens.

Please see below for a link to the infographic:

https://www.pipersandler.com/sites/default/files/document/TS_Fall25_Infographic.pdf

“Piper Sandler is excited to highlight the results of our fall 2025 Teen Survey which offers an inside look at how thousands of U.S. teens are spending their money and its correlation to our economy. This fall, teens self-reported annual spending dropped to $2,213, which is a 6% decline year-over year and a 1% decline on average in the past 10 years. On a positive note, looking at wallet share for the upper income teen, clothing grew 1% year-over-year driven by females, while footwear share held steady after a decline last spring,” said Anna Andreeva, managing director and senior research analyst at Piper Sandler.

Clothing and footwear

Nike continues to dominate as the top clothing brand for teens with Hollister ranking number two and Brandy Melville a distant third among upper income teens. In footwear, Nike held strong as the top brand, followed by Adidas and then New Balance. Notably, On Running overtook HOKA for the first time in the past six survey reads, to place fourth and fifth, respectively. Amazon remains the number one shopping website by a wide margin for upper income teens.

Beauty

The core beauty wallet declined 2% year-over-year to $336. e.l.f. Cosmetics continues to dominate as the number one cosmetics brand among teens with Rare Beauty a distant second. Sephora remains the number one favorite beauty shopping destination followed by Ulta at number two. Target is back to the third spot, in line with its historic trend.

Technology and social media

TikTok ranked number one for teens’ favorite app with 46% reporting it as their top choice, followed by Instagram with 31% and Snapchat at 14%. Netflix held on as the number one choice for daily video consumption with 30% with YouTube a close second at 27%. Disney+ trailed behind with only 7%. Apple’s iPhone remains the leader with 87% of teens reporting they own an iPhone and 17% of them are expecting to upgrade to an iPhone 17 this upcoming fall/winter.

Restaurants and food

Chick-fil-A holds strong in its number one spot as the preferred chain restaurant among teens while McDonald’s and Chipotle Mexican Grill rank number two and three. Dr. Pepper remains the number one favorite beverage brand followed by Coca-Cola and Gatorade. Lays was the top choice among teens for snacks, followed by Goldfish and Cheez-It.

Celebrities and influencers

The top-rated celebrity was Adam Sandler, followed by LeBron James, Drake and Taylor Swift. Teens reported their favorite influencer as MrBeast and in second was LeBron James who held the distinction of both celebrity and influencer.

ABOUT PIPER SANDLER

Piper Sandler Companies (NYSE: PIPR) is a leading investment bank driven to help clients Realize the Power of Partnership®. Securities brokerage and investment banking services are offered in the U.S. through Piper Sandler & Co., member SIPC and NYSE; in the U.K. through Piper Sandler Ltd., authorized and regulated by the U.K. Financial Conduct Authority; in the EU through Aviditi Capital Advisors Europe GmbH, authorized and regulated by BaFin as a tied agent of AHP Capital Management GmbH; and in Hong Kong through Piper Sandler Hong Kong Limited, authorized and regulated by the Securities and Futures Commission. Alternative asset management and fixed income advisory services are offered through separately registered advisory affiliates.

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