Fall 2026 Student Survey: Finals Season

Routines that vary across most of the semester become concentrated and predictable, which makes finals season a useful period for campus advertising and campus marketing.

Our recent survey of 940 college students across the country looked at how finals change their days, from when preparation begins to how they take breaks.

Key findings

• Finals season starts before December. 57% of students say it begins right after Thanksgiving break, and 52% start preparing at least two weeks before their first final.
• Stress defines the season. Stress or anxiety and procrastination are the top challenges (58% each), and two in three students (66%) sleep less.
• Breaks center on food and caffeine. 69% get food or snacks when they take a break, and 52% drink more caffeine.
• Studying moves to campus in the evening. 42% spend more time on campus during finals, and 58% study between 5 and 9 p.m.
• AI is a standard study tool. 87% of students have used AI tools to study, and 43% use them often.

Key timing college advertising campaigns

For most students, finals season starts at Thanksgiving, not in December. 57% say it begins right after Thanksgiving break, and another 16% say it starts before. Two in three (66%) plan to study over the break itself, and more than half (52%) start preparing at least two weeks before their first final.

Most first finals land the week of Dec. 7 (42%) or Dec. 14 (28%). Students leave for Thanksgiving already thinking about exams and come back focused on them through mid-December. Campaigns have the opportunity to reach students in the weeks before break, then pick back up when they return to campus.

Coffee, snacks, and food delivery during finals

52% of students drink more caffeine during finals, and 24% order more food delivery. When they take a break, 69% go get food or snacks. As one student put it: “Buy whatever you need if it is possible. Food, drink, rides home late at night. Don’t try to spend less during this important time.” 

Brands can meet students in their inbox, on the student news site, or on the way to grab a snack. Food, beverage, and delivery brands fit naturally, especially with offers framed as a reward or pick-me-up.

Reaching students in campus libraries and student unions

42% of students say they spend more time on campus during finals, and most students study in the evening, 5 to 9 p.m. (58%), and at night, 9 p.m. to midnight (47%). A large number of students study in the campus library (42%).  One student shared: “Studying in a busy area but not with people I know, the pressure of other people studying around me motivate me to stay concentrated because I don’t want to look like a bum.”

This gives brands an opportunity to look at campus spaces like libraries and student unions, where many students say they spend more time during finals.

An opening for self-care brands

The top challenges students name are stress or anxiety (58%), procrastination (58%), and staying focused (47%). Their routines take a hit too: 66% sleep less, 54% exercise less, and 61% see friends less.

Students are stressed, tired, and looking for relief. Brands leaning into self-care can connect with students by offering the break they're already looking for.

AI is now part of how college students study for finals

Most (87%) of students have used AI tools to help study, and 43% say they use these tools often.  A third (33%) anticipated that they will use AI tools more during finals.ChatGPT leads (53%), followed by Gemini (19%) and Claude (17%).

Students are actively looking for help getting work done. During finals, study tools, tech, and productivity brands have a clear opening to show students how they can help.

Campus marketing for finals: show up by before students leave for break

Finals season doesn't pull students away. It pulls them in, to evenings, campus spaces, study breaks, and a few core needs: fuel, rest, focus, and relief. Campus marketing that shows up for those needs meets students right where they already are.

flytedesk is a student advertising agency that reaches students on campus and in student media all season long. [Reach out] to start planning your finals campaigns. 

Frequently asked questions

Methodology

flytedesk surveyed 940 college students in fall 2026. Results are weighted. Some figures reflect a subset of respondents (for example, AI users). Percentages for select-all questions add to more than 100%.

About flytedesk: flytedesk is one of the college marketing companies helping brands reach students through campus advertising and student media nationwide.