Daddy’s Credit Card Accepted Here

Roughly 18.3 million students will enroll in U.S. postsecondary institutions this fall, up 26% from 14.5 million a decade ago. The discretionary spending of these 18- to 30-year-old students is estimated to reach $53 billion this year, a fact which is leading several aggressive retailers to establish pop-up retail locations on college campuses.
According to The Wall Street Journal, flip-flop maker Havaianas, a brand owned by Sao Paulo Alpargatas SA, plans to set up a temporary “pop-up” store on five campuses in the U.S.
Victoria’s Secret’s Pink, a young women’s clothing brand of Limited Brands Inc., this fall is opening its own pop-up store at about 12 schools, up from 10 last spring.
Sustainable-clothing brand RVL7 is installing a bamboo-clad temporary ministore at six to eight campuses this fall, including the University of Colorado at Boulder and Arizona State University.
These stores are brand builders, but they also move merchandise. Kiehl’s Since 1851, a skin and hair-care company owned by L’Oréal SA, says its college pop-up stores perform “on par with what our normal store would do” in daily sales per square foot.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. I live in a college town. It is amazing what these kids spend just at the corner drugstore. U-haul/ budget/penske make a killing on move in and truck rentals.
    bed bath, and whateever is beyond me.
    sorry, to sound like an aging boomer, but… I am. Oh, for the days when all my college belongings fit in the trunk of my VW rabbit and my drapes didn’t have to match the bedspread.

  2. more ramblings says:

    We all wanted something better for our children? Less struggles, more opportunity, less financial hardship. Many kids here drive suvs, bmws, around town. We want to keep them safe, too. No need to drive a dilapidated, unsafe, subcompacts either
    So have we achieved something better for our children? The last of my three kids will receive his bachelor degree this year. I didn’t give any of them money for college. Instead I stayed home and tried to fill in where our public education system missed. All three went to school on free rides, but i didn’t give them expense accounts or credit cards either. College for my kids costed me nothing but a bit of dedication. And it was cheaper than having them at home. I did teach them to cook for themselves, too.
    Last nite a black kid came to my door selling magazines, telling me he wanted to earn his way through college. I told him I earned my own way through college and it got me nowhere near employment, was he really sure? I got pregnant. He could look at my grade school testing, and they’d tell him I was genius level as a kid. HIgh school was different, I spent too much time working at the burger joint, gift shop, boutique, fabric store, landscaping, and JCPenney to concentrate on my studying. My choice, I had to finance my own way through school. I made it through two years on my own dime and the last year finally qualified for free government assistance to pay for tuition. (only because I had gotten married and was no longer a dependent of my parents who earned too much for me to get aid despite the fact that i was paying for everything myself) anyway, that isn’t the point of the story. I said to this young kid, “Look, you’re black.” He laughed and said that he knew because he looked in the mirror this morning. I said, “Look around at these white college kids. Their skin color isn’t half as beautiful as yours or mine–i’m a golden tan and heed no warning to labels about the sun. I live dangerously cancer wise,, but then here was this inner city kid who probably lived even more dangerously than I. So these white college kids, I continued to my young black friend, “how much are you making in this neighborhood?” He showed me his wad of cash and some checks. He told me they were not rich white kids, but children of rich white boomers. He was right. Anyway, I told him i didn’t have money to buy what he was selling, but i could give him the three bucks i did have in my wallet. And I could make him breakfast. He seemed more interested in the breakfast. I even showed him I only had one egg left in my refrigerator. For some companionship and conversation I could give him breakfast. We laughed a bit more about things. On his way back down the street on the other side he waved to me, and yelled, “Hola! Como estas?” I don’t know if he’ll make it to college. I don’t know how much it is worth it to him. I don’t even know how much it is worth it to the rich white pasty colored skin kids in my neighborhood.
    Oh well, with daddy’s credit card .. yea, think about it fellow boomers. Have we provided our kids with something better with less struggles and more things like cars, matching draperies, and a conscious effort to help that black kid out of the ghetto? Your kids are probably the ones voting for change.
    I don’t know. Maybe Obama will change that. I don’t have tv reception outside of a static, snow-filled PBS to know exactly what’s happening in the world beyond my front door. Things have changed for me. I only get internet at the library or some unsecure wireless (my computer shows about 20 secure wifi connections on my front porch-rich white/asian modems?) around town. Besides, I’m still in love with the notion of WALL•E, i’m so unevolved. So tell me fellow boomers, sons and daughters of boomers, and those in between…What’s happening out there as the summer of 08 comes to a close?
    Nan©y MK