The Audience Targeting Playbook: How to Tap into Back-to-School Big Spenders

Consumer spending on back-to-school and back-to-college shopping reached record heights in 2023, with no signs of slowing as we move into 2024. This past season, back-to-school spending reached an unparalleled $41.5 billion, up from $36.9 billion in 2022 and the previous high of $37.1 billion in 2021. Back-to-college spending hit an estimated $94 billion, about $20 billion more than last year’s record.

While back-to-school season varies around the globe—January in Australia and New Zealand, versus August and September for most of the rest of the world—the need to reach the right audiences at the right time to promote core back-to-school products and services remains the same across geographies. In the context of a seasonal and highly competitive market, understanding the unique preferences, behaviors, and purchasing patterns of target back-to-school audiences is essential for effective outreach.

Strong audience data enables marketers to create finely tuned, personalized messages that resonate with the specific needs and interests of back-to-school shoppers, whether they are parents, students, or educators. By leveraging data on past buying habits, preferred channels, and demographic information, brands can optimize their ad placements, timing, and creative content, ensuring that their campaigns are not only well-tailored but also timely.

How can brands targeting Back-to-School audiences reach their best target customers and influence buyers more effectively? Here at Eyeota, a Dun & Bradstreet company, we have the Back-to-School Audiences that matter most to marketers. From driving awareness to engaging consumers in-market, the Eyeota Back-to-School Audience Playbook has the personas and profiles you need to identify, reach, and engage your target audience on digital channels.

Discover addressable digital audience profiles to target your ideal customers, such as:

• Current and future students
• Consumers interested in education
• Parents
• Buyers in-market for consumer electronics
• And many more!

If you’re ready to take your audience strategy to the next level, download the Eyeota Back-to-School Audience Playbook here. And if you’re interested in exploring how we can deliver a custom audience targeting strategy for your campaigns, connect with Eyeota’s Data Desk team today!