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Five audiences for your 2023 back-to-school campaign

March 21, 2023 by 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?

  1. High-Net-Worth Households
  2. Bilingual Multi-Generational Households
  3. Suburban Savvy Shoppers
  4. Young Suburban Families
  5. 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
A picture of and key features of High-Net-Worth Households.

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
A picture of and key features of Bilingual Multi-Generational Households.

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
A picture of and key features of Suburban Savvy Shoppers.

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
A picture of and key features of Young Suburban Families.

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
A picture of and key features of Tech-Savvy Families.

Activate your back-to-school campaign with Experian audiences

Back-to-school season is almost here! Get in touch with us to learn how you can supercharge your back-to-school marketing strategies by using our top five audience segments available through our customer segmentation solution within Consumer View or on many trusted advertising platforms.

Download our 2023 back-to-school audience lookbook

Download our 2023 back-to-school audience lookbook for an in-depth look at the top five back-to-school-audiences. In our guide, you’ll discover:

  • Who they are through attributes such as demographic and geographic
  • Where they live
  • Where they shop
  • Media preferences

Our guide also explores:

  • Related back-to-school audience segments you can activate for added impact
  • Where to find our audiences on-the-shelf
  • How to find related audiences on-the-shelf

Let’s make this school year a success, together. Download our lookbook today to start customizing your back-to-school campaigns.


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