It’s almost the start of a new year, so it’s time to plan your 2025 marketing strategy. One-third of U.S. adults planned to make a New Year’s resolution in 2024, with adults under 30 being the most likely to do so. From living healthier lifestyles to traveling more often, there is an opportunity to capture customers with well-targeted messaging. But how do you know which audiences are most interested in these goals?
In this blog post, we’ll reveal audience segments designed for you to reach the most relevant shoppers for your New Year’s resolutions campaigns according to shoppers’ goals and resolution categories. You can find the complete audience segment name in the appendix.
Start the year strong with Experian’s audience insights
With the New Year almost upon us, it’s the perfect time for a fresh start. Utilize Experian’s syndicated audiences to ensure your marketing messages resonate with your ideal customers.
- 2,400+ syndicated audiences powered by marketing data ranked #1 in accuracy by Truthset offers advertisers the ability to reach people based on demographic, geographic, and behavioral attributes.
- Our audiences span 15 data categories including auto, retail purchases, lifestyles and interests, financial, and travel.
- Audiences are available on-the-shelf on 30+ major ad platforms, including TV, social, and programmatic, or distribute them to 200+ media platforms.
Five New Year’s resolution audience categories to embrace this new year
There are many different types of New Year’s Resolutions that people set come January 1st. Here are five common New Year’s Resolutions:
- Healthy habits
- Get organized
- Explore new experiences
- Live life to the fullest
- New Year’s budgeteers
Let’s break down each resolution category and which audiences you can use to target consumers based on their New Year’s resolutions.
Healthy habits
A significant portion of consumers set their sights on adopting healthier lifestyles and maintaining newfound habits. Target audiences could include those who have recently purchased gym memberships and are shopping at health stores, demonstrating a commitment to their resolutions.
Here are five audience segments that you can activate to target consumers focused on healthy habits in the new year:
- NEW! New Year’s Health/Fitness/Gym Membership Shoppers
- NEW! Frequent Gym Goers
- Vitamins/Supplements Shoppers
- New Year’s Food/Healthy Food Shoppers
- New Year’s Vitamins/Diet Supplement Shoppers
By strategically targeting these segments, your marketing efforts are more likely to resonate with those determined to make a year of lasting, healthy change.
Get organized
Many consumers pledge to declutter and get organized. One key target audience could consist of those who have recently purchased organizational tools or storage solutions. Additionally, consider reaching out to homeowners or individuals in the midst of a major life change, such as moving or expanding their families, as they often seek ways to simplify and organize their spaces.
Here are seven audience segments that you can activate to target consumers focused on getting organized in the new year:
- NEW! Furniture and Home Decor: Deals Discounts Affordable High Spend Spenders Shoppers
- NEW! Post Holiday Shoppers
- Household Goods: Frequent Spenders
- Home Improvement/DIY: Frequent Spenders
- Furniture & Home Decor In Store: Frequent Spenders
- Garden & Landscaping Stores: Frequent Spenders
- Hardware & Home Improvement Stores: In Store Frequent Spenders
To expand or reach new audiences, you can layer in purchase predictors to reach those who are likely to spend on home maintenance and improvement products or are expanding their families.
- Home Maintenance and Improvement
Explore new experiences
Many consumers want to embark on a journey of self-improvement by exploring new experiences, whether it’s picking up a new hobby or visiting a place they’ve never been. One primary target audience could be vacation and leisure travelers, as they often seek new destinations and opportunities to make the most of their seasonal getaways. Additionally, sports enthusiasts are always looking to boost their outdoor adventures through fresh experiences and specialized equipment.
Here are six audience segments that you can activate to target consumers focused on exploring new experiences in the new year:
- Play Golf
- Pickleball Enthusiast
- Wilderness Sports and Camping Enthusiasts
- Activities: Camping
- Summer Airline Travel
- Summer Travel: Vacation/Leisure
Live life to the fullest
A considerable number of individuals make resolutions aimed at embracing life to the fullest. One prime target audience includes those who have recently booked travel experiences or adventures, showcasing their commitment to exploring new horizons. Additionally, consider reaching out to individuals who are likely to visit sports stadiums and arenas.
Here are seven audience segments that you can activate to target consumers focused on living life to the fullest in the new year:
- NEW! Budget Savvy Air Travelers
- Air Travel: Frequent Spenders
- Cruises: Frequent Spend
- NFL Stadium Visitors
- Ski Resort Visitors
- Vacation/Leisure Travelers: Weekend Getaways
- Culinary Experience
To expand or reach new audiences, you can layer in purchase predictors to reach consumers who are likely to spend on travel and travel-related products.
- Travel
New Year’s budgeteers
As the new year begins, many consumers are rethinking their finances and seeking smarter ways to spend and save. These audiences are focused on achieving their financial goals by utilizing budgeting tools, finding flexible payment options, and taking control of their debt. With financial wellness top of mind, they are ready to explore solutions that align with their resolution to be more financially savvy.
Here are seven key audience segments that reflect the mindset of consumers eager to make 2024 a year of financial empowerment:
- In market for Buy Now Pay Later
- In market for Mortgage Refinance
- In market for Auto Loan Refinance
- Credit Card High Utilization
- Likely to Transfer Credit Card Balance
- Loyal Rewards Enthusiast, Low Credit Card Balance
- Secure, Savvy Credit User, High Home Equity Balance
We can help you reach consumers in the new year
Connect with consumers pursuing their New Year’s resolutions to kick off 2025.Whether your audience seeks to embrace healthy habits, get organized, explore new experiences, budget their personal finances, or live life to the fullest, Experian Marketing Data provides a solid foundation for targeting, enrichment, and activation
As we get ready for 2025, let the power of Experian’s data-driven insights guide your marketing strategies, helping consumers turn their resolutions into reality.
You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian’s syndicated audiences and activation destinations, download our syndicated audiences guide.
Explore our other seasonal audiences that you can activate today.
Appendix
Here are the complete audience segment names (taxonomy path) for all audience segments discussed in this blog post.
Healthy habits
- NEW! Retail Shoppers: Purchase Based > Seasonal > New Year’s Health/Fitness/Gym Membership Shoppers
- NEW! Retail Shoppers: Purchase Based > Health and Fitness > Frequent Gym Goers
- Retail Shoppers: Purchase Based > Health and Fitness > Vitamins/Supplements: Vitamins/Supplements
- Retail Shoppers: Purchase Based > Seasonal > New Year’s Food/Healthy Food Shoppers
- Retail Shoppers: Purchase Based > Seasonal > New Year’s Vitamins/Diet Supplement Shoppers
Get organized
- NEW! Retail Shoppers: Purchase Based > Home Furnishings > Furniture and Home Decor: Deals Discounts Affordable High Spend Spenders Shoppers
- NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Post Holiday Shoppers
- Purchase Transactions > Household Goods > Frequent Spenders
- Purchase Transactions > Home Improvement/DIY > Frequent Spenders
- Retail Shoppers: Purchase Based > Home Improvement & DIY > Furniture & Home Decor In Store: Frequent Spenders
- Retail Shoppers: Purchase Based > Home Improvement & DIY > Garden & Landscaping Stores: Frequent Spenders
- Retail Shoppers: Purchase Based > Home Improvement & DIY > Hardware & Home Improvement Stores: In Store Frequent Spenders
- Purchase Predictors > Shoppers All Channels > Home Maintenance and Improvement
Explore new experiences
- Lifestyle and Interests (Affinity) > Activities and Entertainment > Play Golf
- Retail Shoppers: Purchase Based > Sporting Goods, Apparel > Pickleball Enthusiast
- Retail Shoppers: Purchase Based > Outdoor Activities > Wilderness Sports and Camping Enthusiasts
- Travel Intent > Activities > Camping
- Retail Shoppers: Purchase Based > Seasonal > Summer Airline Travel
- Retail Shoppers: Purchase Based > Seasonal > Summer Travel: Vacation/Leisure
- Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Summer Trips
Live life to the fullest
- NEW! Retail Shoppers: Purchase Based > Seasonal > Budget Savvy Air Travelers
- Retail Shoppers: Purchase Based > Travel > Air Travel: Frequent Spenders
- Retail Shoppers: Purchase Based > Travel > Cruises: Frequent Spend
- Mobile Location Models > NFL Stadium Visitors
- Mobile Location Models > Ski Resort Visitors
- Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Weekend Getaways
- Travel Intent > Activities > Culinary Experience
- Purchase Predictors > Shoppers All Channels > Travel
New Year’s budgeteers
- Financial > In Market > Buy Now Pay Later
- Financial FLA Friendly > In Marketing Mortgage Refinance
- Financial FLA Friendly > In Market Auto Loan Refinance
- Financial FLA Friendly > Credit Card High Utilization
- Financial FLA Friendly > Likely to Transfer Credit Card Balance
- Financial Personalities > Credit Card Financial Personality > Loyal Rewards Enthusiast, Low Credit Card Balance
- Financial Personalities > Home Equity Financial Personality > Secure, Savvy Credit User, High Home Equity Balance
Latest posts
It’s the holiday season! For some, this is the time of year for family, friends and reflection. For the other 97 percent* of us, it’s time to shop! America’s obsession with Black Friday, Cyber Monday and the rest of the holiday shopping season has never been stronger. Or weaker? Or something? All I know is that you should be skeptical of anything you see regarding the Thanksgiving weekend performance. And now, I will tell you about the Thanksgiving weekend performance We’re not discussing revenue in this post. Instead, we’ll dive into the weekend’s email subject lines – more specifically, how “percent off” deals affected email open rates. As everyone knows, Black Friday and Cyber Monday are the days for deals. Juicy “percent off” offers motivate customers to buy, buy, buy. But is the conventional wisdom, that “a deep discount will get people to engage with my brand,” actually right? A few weeks ago, my counterpart in the UK published an analysis of how percentage off discounts influence open rates. Taking the cue from Karl, I wanted to expand this analysis into the U.S. market, paying special attention to Thanksgiving weekend. To begin, I gathered data on a few thousand mailings from our largest retail clients. To determine the baseline expected open rates, I averaged each brand’s performance in the 6 weeks prior to Black Friday. I then analyzed all the mailings sent on Black Friday and Cyber Monday, dividing the subject lines based on the appearance of a percentage off offer. Interestingly, percentage off offers were less prominent than I expected: And when percentages off were present… their values were all over the place: Higher volume doesn’t lead to improved performance Conventional wisdom would suggest that advertising a discount more frequently would lead to better performing discounts. The data, however, doesn’t support that idea. When I looked at volume distribution and relative performance for each advertised discount, I found a relatively strong negative correlation of -0.63. So the more frequently a discount was advertised, the worse it tended to perform. We can see this visually in the chart below: On average, advertising discounts did not significantly improve open rates. What happened? The first thing to note here is the wide spread in the data – some percentage off discounts worked very well! Overall, though, shouting about a discount wasn’t what convinced customers to open emails during the holidays. But maybe it wasn’t just the percentage off discounts that faltered this season – perhaps all opens were down? As you can see in the histogram above – this wasn’t the case. The average mailing not touting a percentage off discount did ever so slightly better than the baseline average. Still, the spread of data is very wide, with a lot of variation in results. It could be that the dispersion of results was a product of each brand’s initial baseline; brands that normally had great engagement would see positive gains for percentage off discounts while brands with poor engagement would see little to negative lifts, or vice versa. But this hypothesis was also proven incorrect, as the relative starting place for each brand versus the discount performances had a correlation approaching zero. No matter which way I sliced it, the performance of discounted subject lines were more or less random. Ultimately, this last point is the most important. The subject line, for all its ubiquity and focus, is probably a lot less influential than we tend to believe. Sure, a subject line can be optimized, carefully crafted to invoke the greatest lift in response possible, but the baseline expected performance is influenced by a much larger conversation – the one between the brand and its customers. If the brand relationship has been cultivated and refined through intelligent interactions and sophisticated targeting, the open rate is likely going to be higher. If every marketing message simply shouts, DISCOUNT, DISCOUNT, DISCOUNT, and there is no larger value-add, engagement probably won’t be great. Advertising a discount in a subject line might really help get people involved – or it might not. So what is the future of the subject line? Are they worth the disproportionate time and energy that marketing organizations tend to spend on them? Or should we recognize that their importance is probably minimal? The truth is, it’s a little bit of both. Subject lines are important – they are the first impression and often the first interaction of the day with a customer. But their importance is likely inversely related to the strength of the brand (the “from” line, if you will). The stronger the relationship is, the less important the subject line becomes. Maybe that’s the ideal – a perfect “from” name, one that tells you more about what’s inside the message than a subject line ever could. *Not a real stat Connect with Jacob Davis, Senior Analyst, on Twitter: @davisj2007.
Before we get to the gift guides, here’s a brief update on the hottest products from the week including Cyber Monday. This week’s biggest movers and new additions to the list are a clear sign that Christmas is upon us. “Star Shower,” a laser light that bathes your house in festive lights without having to untangle cords, jumped to second place, up 49 rank points from the week prior. Likewise, the return of “Elf on the Shelf” to the hot products list coincides with his return to the homes of children nationwide. Otherwise, things seems to have stabilized with Fitbit showing no signs of falling from first place and Pie Face game being this year’s sensation. Toys Shopkins remains the toy to beat this season followed by Pie Face game, which remained in second place after skyrocketing interest during the week of Thanksgiving. Toys new to the top 10 this week include some old favorites like the Easy Bake Oven and Paw Patrol toys as well as the new entrant Glammin Salon Vanity. Keep checking back each week for the latest hot toys. This chart shows the 10 most searched for toys and games based on search clicks to Toys “R” Us – USA. Gift guide insight When it comes to buying presents for the holidays, some individuals are easy to shop for while others require a bit of inspiration. And when consumers need inspiration, consumers turn to the Web. Searches for “gifts for,” “gift guide” and “gift ideas” grow increasingly common as we get closer and closer to Christmas with peak search activity around this topic typically observed during the last full week before Christmas, which this year would be the week ending Saturday December 19th. Some of the most common gift recipients mentioned in gift guide-related searches are: “men,” “guys,” “her,” “mom,” “dad” and “girlfriend.” But shoppers are also frequently looking for suggestions on the perfect gift for someone very specific interests, such as “hunters,” “gamers” and “beer lovers” as well as specific types of gifts, like “tech” or “personalized.” The following gift guide insights, derived using our new AudienceView platform, were designed to highlight for you, as a marketer, the interests and preferences of key consumer segments so that you can more effectively tailor your campaigns to be more relevant and engaging. But if it also helps you, as a consumer, come up with the perfect gift for that hard-to-shop-for person in your life, then even better! Each gift guide contains a representative mix of search terms that were performed at above average rates by each audience segment during the four weeks ending November 28, 2015. They include a mix of product and retail brands and provide a good idea of the interests, style preferences and lifestyles of each audience. Learn more about how AudienceView can deliver unparalleled insights into your consumer audience so that you can deliver a better brand experience.
It’s October, and you know what that means; leaves are changing, sweaters are being pulled out of the closet, pumpkin-flavored items are taking over coffee shops. For many marketers, this is the most exciting (and stressful) part of the year. Holiday marketing is ramping up, and it will only increase in intensity as the weeks go on. Luckily, we’re hard at work here at Experian, analyzing data from past holiday seasons to bring you the insights you need to make your holiday marketing programs successful. We’ve examined search and email behavior to compile a list of the most important days to email and trends that will help you delight your customers from now until the New Year. You can access all of these insights in our Holiday 2015 Marketing Insights Calendar, which covers marketing trends from October through December. Holiday marketing tips for October With Halloween fast approaching at the end of the month (and Thanksgiving/Black Friday/Cyber Monday not far behind), marketers should use October to solidify their plan for the holiday season. Here are three things you can do to optimize your impact this month: 3 ways to optimize your holiday marketing programs in October Target reactivation campaigns to last year’s holiday-only shoppers to maximize active subscribers this season Perform a data cleanse and email verification to ensure message delivery. List health is key to a successful holiday season, and now is the time to double check. Consider offering Halloween-specific products for the little ones. Costumes for newborns and toddlers are on the rise, so don’t forget about the youngsters! Want more holiday marketing insights? Don’t miss our upcoming webinar, Check your list twice: Last-minute marketing strategies for the holiday season.