In recent decades, the Swedish educational system has become an expanding ‘school market’. The free school choice, the voucher system, and a rapid increase in upper secondary schools, have paved the way for strong competition between schools. Based on interviews with 77 upper secondary school students, this article aims to explore student perspectives on the increasing marketisation of education in Sweden with particular focus on their school choices and competition between schools. The findings show that market forces have an impact on the every-day student school life. Many students found it hard to navigate the ‘sea of options’ and asked for as much objective information as possible, in order to avoid inadequate or wrong decisions. In line with greater competition between schools, many students tended to choose “safe options” in order to avoid schools running the risk of bankruptcy or closing down. The analysis indicates that the students, both in their choices of schools and in their present situation as school marketers, promote segregation trends.