University preparation season is starting earlier than ever, according to a new report from UCAS. “Finding Their Place 2025” reveals that students and their parents are beginning to make key purchases as early as June. This presents a critical opportunity for brands to engage with student households ahead of the new academic year.
The report highlights the top concerns for students and their families during this time. 63% of students say sticking to a budget is their biggest stress when shopping for university essentials. 24% feel anxious about living independently for the first time, and 22% are worried about cooking for themselves. Meal planning also adds to the stress, with 26% of students saying it is a major source of anxiety. Additionally, 32% of parents are concerned that their child won’t maintain a healthy diet once they leave home.
For brands, this shift in the university preparation season presents a golden window to connect early and meaningfully with student households. By offering support, reassurance, and value during this major life moment, brands can build trust and loyalty with student customers.
Key findings from the UCAS report include the fact that university shopping starts early. 40% of students begin purchasing kitchenware before results day in August, and up to 47% shop early for bedroom essentials like bedding and towels. Tech shopping also peaks in July, with 13% planning to buy laptops, 12% desktop computers, 13% tablets, 11% TVs, and 13% headphones. Amazon is a key platform for these purchases, with 34% of students using it for headphones.
The report also reveals that parents are heavily involved in the university preparation process. Families often shop together in-store, especially for practical and high-value items. Parents tend to drive utility-focused purchases, while students choose comfort and style-based items.
One of the top concerns for students is basic life skills. Nearly a quarter (24%) say they are feeling anxious about living independently for the first time. 22% worry about cooking, and 26% are daunted by meal planning. This highlights the importance of brands providing support and guidance during this time. Budgeting is also a major concern for both students and parents, with 63% of students and 43% of parents sharing the fear. 1 in 3 parents (32%) also worry that their child won’t eat well once they leave home.
Jo Richards, Senior Insight Lead at UCAS, explains the implications of this report. “With budgets under pressure, parents, guardians and students are choosing to shop earlier to help spread the cost of essential tech and study equipment,” she says. “This isn’t just about ticking things off a list before term starts, but managing finances and feeling confident that the items they are investing in will last the length of their course.”
Richards also emphasizes the opportunity for retailers and brands to offer support during this time. “By understanding how families are planning and budgeting ahead of time, brands can not only help ease financial pressure but also build trust and loyalty with student customers at a crucial stage,” she says.
The data for this report is sourced from UCAS’s “Finding Their Place 2025” report, which surveyed students and parents preparing for university in the UK. For expert commentary or interview opportunities with Jo Richards, Senior Insight Lead at UCAS, please contact rebecca@jbh.co.uk. The full “Finding Their Place 2025” report is available at https://www.ucas.com/business/brands/new-2025-report-finding-their-place.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.