Back-to-School Campaigns | Experian Marketing Services

A successful back-to-school campaign strategy starts with identifying the key audience segments to target. Over half of all searches related to back-to-school happen within a select group of consumers – knowing which ones can go a long way in forming an effective marketing strategy. Focus on this smaller, targeted set to maximize your efforts.

With over $72 billion projected in total U.S. back-to-school retail sales this year, you can capture more spend than ever before during this big shopping season by tailoring your strategy to a smaller set of targeted shoppers. Experian data can help you make the most of your back-to-school campaigns by uncovering the top five back-to-school audiences.

Five audience segments for 2023

Our data provides key insights into who these shoppers are and how to reach them, allowing you to create personalized content tailored to their needs. What are the top five audiences you should add to your 2023 back-to-school campaign?

High-Net-Worth Households
Bilingual Multi-Generational Households
Suburban Savvy Shoppers
Young Suburban Families
Tech-Savvy Families

What do these audiences look like? Who are they? Where do they shop? Let’s review each audience in a little more detail.

High-Net-Worth Households

This group consists of households with above-average income and education levels. They often lease luxury cars, purchase products in every channel, travel extensively, and are philanthropic supporters of the arts.

Key features

Wealthy
Highly educated
Lease luxury cars
Purchase products in every channel
Travelers
Philanthropic supporters of the arts

Bilingual Multi-Generational Households

Large households in multilingual neighborhoods, filled with married parents and their kids. They are financially cautious, bilingual, and participate in team sports.

Key features

Bilingual
Large households
Married with kids
Financially cautious
Team sports

Suburban Savvy Shoppers

Middle-aged couples and families who earn above-average incomes, maintain active lifestyles, and spend their money on quality home products and furnishings.

Key features

Affluent
Athletic activities
Home products & furnishings
Sporting goods
High-priced children’s clothing

Young Suburban Families

This segment includes households in the middle child-rearing stages of life, typically with a dual income household and multiple children of school age. They typically have spacious single-family residences in suburban neighborhoods that are slightly above average in housing values. On weekends, these suburban young families often engage in activities like skateboarding, biking, and video games with their children.

Key features

Comfortable lifestyle
Children’s games
Wholesale members
Family-centric activities

Tech-Savvy Families

Highly educated, affluent couples in their peak earning years, with a preference for both traditional and digital media, who live in upscale housing and are savvy investors and environmental philanthropists.

Key features

Highly educated
Affluent
Upscale housing
Savvy investors
Environmental philanthropists
Tech apprentices

Watch our 2024 video for tips from industry leaders for back-to-school

In our new Q&A video with Experian experts, we explore changing consumer behaviors surrounding back-to-school shopping in 2024.  In the video, we discuss:

Anticipated shifts in consumer behaviors and shopping habits
Tactics we predict marketers will employ to navigate signal loss
Which channels will be the most successful
And more!

Watch now

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