College-age creators shift spending to Amazon and ShopMy, away from Shein and malls

· Retail & E-commerce · United States

Glossy hosted a roundtable with five college-aged creators from its Glossy Campus community to discuss where they shop and which affiliate platforms work for them. The participants reported embracing Amazon and ShopMy while moving away from Shein and traditional malls. The discussion is a direct read on the shopping and monetization habits of a young cohort that brands and retailers are courting, and it highlights how affiliate platforms now shape where that spending lands. For retailers, the takeaway is that younger shoppers' channel preferences and creator partnerships are diverging from the fast-fashion and mall patterns that dominated previous generations of campus spending.

Why it matters：Young shoppers' channel and affiliate-platform choices signal where the next generation of retail demand and creator-driven marketing will concentrate, reshaping competition among marketplaces and fast-fashion players.

Key points

  • Glossy convened five college-aged creators from its Glossy Campus community.
  • Participants favor Amazon and ShopMy as shopping and affiliate channels.
  • They are moving away from Shein and traditional malls.

Sources (original reporting)

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