Category: In the News

From an area of the industry that wasn’t really taken seriously, to an area now seen as more mature and a core business function, the creator economy has already expanded bigger and far quicker than anyone thought it would. And this is only the beginning. After all, Goldman Sachs valued the creator economy at around $250 billion in 2024, and have forecast it to double to around $480 billion by 2027.

In other words, there’s a whole bunch of money to be made.

Here’s how the creator economy has shifted so far in the last 12 months.

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The late summer back-to-school sales period has long been a vital one for brands like Old Navy, Amazon and Target hoping to capture the high school and college-age dollar.

This year, the National Retail Federation (NRF) calculated that total back-to-school spending — roughly spanning July to the beginning of September — by U.S. consumers will reach $128 billion. But with consumer spending confidence doubtful and many advertisers working to drum up sales in spite of their own rising prices, marketers are pressured to make the most out of the late summer period even more than usual.

The impact of tariffs on the U.S. economy looms overhead — 26% of back-to-school shoppers expect to cut back their spending this summer, 49% due to price inflation, per a Samsung Ads survey. And according to Deloitte, back to school spending is flat year-on-year, averaging at $570 per child.

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