Yes, it’s true, those corporate a-holes have figured it out: college students like buying stuff and there’s lots of us. That’s why many companies like Victoria’s Secret Pink are now opening pop-up stores on college campuses: to ensnare students in their own stupid greed.

According a Wall Street Journal report:

College students have long been a target for marketers looking to build brand loyalty. But only in the past few years have companies set up these temporary stores on campus, recruited students for paid positions to aggressively promote their products and hosted their own campus events...

The focus on college campuses comes as both the number and spending power of students have grown sharply. Roughly 18.3 million students will enroll in U.S. postsecondary institutions this fall, up 26% from 14.5 million a decade ago, according to the National Center for Education Statistics. The discretionary spending of 18- to 30-year-old students is estimated to reach $53 billion this year, 10% more than last year and 29% more than in 2005, according to the latest College Explorer study by Harris Interactive for Alloy Media and Marketing.

If you’re so deep in credit card debt that you’re practically shoplifting Ramen noodles, it helps attending a school like San Diego State University, which does not allow pop-up stores on campus. Or you could just exercise discipline. Right.