Back-to-school season remains one of the biggest retail moments of the year—and 2025 is expected to follow suit. Total spending is projected to reach $84.51 billion, with K–12 shoppers alone contributing nearly $50 billion—59% of the total. E-commerce will also play a major role, accounting for 37.4% of total back-to-school sales.
However, 2025 shoppers may be facing even higher costs due to the incoming tariffs with everything from laptops and lunchboxes to kids’ clothing and crayons becoming more expensive. In anticipation of these rising prices, shoppers might once again start early to score deals. Last year, 55% of back-to-school and college shoppers had already started buying items in July for the upcoming school year. This early start coincided with major July promotions like Amazon Prime Day, in which U.S. shoppers spent a record $14.2 billion online, where school-related purchases surged by over 200%.
Whether you’re marketing school essentials or offering services to help students succeed, it’s easy to default to the same go-to audiences. This blog post highlights overlooked back-to-school segments to help you build personalized back-to-school strategies that resonate with students, parents, and educators. You can find the complete audience segment names in the appendix.
School the competition: How Experian can help you connect with 2025 shoppers
With summer just around the corner, back-to-school might not be top of mind, but there’s no better time to start planning. Whether you’re reaching parents, students, or educators, Experian’s syndicated audiences can help ensure your marketing messages make the honor roll by landing with the right people at the right time.
- Experian’s 2,400+ syndicated audiences are available directly on over 30 leading television, social, programmatic advertising platforms, and directly within Audigent for activation within private marketplaces (PMPs).
- Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key back-to-school attributes such as Presence of Children.
- Access to unique audiences through Experian’s Partner Audiences available on Experian’s data marketplace, within Audigent for activation in PMPs, and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk.
Meet your overlooked back-to-school audiences
Back-to-school shoppers aren’t one-size-fits-all. From parents prepping supply lists to students outfitting dorms, reaching the right audience is key to making the grade with your campaign.
Let’s go beyond the basics. Here are four back-to-school audience categories you can target with Experian:
- New year, new gear-ers
- Weeknight TV watchers
- Parenting personas
- School-season meal planners
Let’s open our notebooks and break down the audience segments within each group. Whether your customers are buying backpacks, stocking the fridge, or searching for school essentials, these insights will help your campaign pass with flying colors.
New year, new gear-er
From teens picking out their first-day outfit to college students stocking up for dorm life, these audiences represent a wide range of priorities, needs, and spending behaviors. They’re also heavily influenced by trends, technology, and value-driven purchases.
Don’t overlook these five high-potential audiences in your strategy:
- Big-Box Electronics Stores: High Spenders
- Amazon Frequent Spenders
- Department Store Deal Shoppers In Store Spenders
- Teen Apparel (Clothing): Online and In Store High Spenders
- Dell Computer and Apple Mac Purchaser
Weeknight TV watchers
Back-to-school season is also back-to-routine season. Families are gathering for more shared TV time in the evenings—especially in August and September. This makes co-viewing households a prime audience for messaging tied to school-year prep.
Rethink your back-to-school approach with these five overlooked segments:
- Co-Watchers
- Co-Watchers with Children
- Cord Cutters: Recent
- Engagement Channel Preference: Streaming TV
- Digital Video
Parenting personas
Targeting by household structure helps tailor messaging to the right family dynamic—whether it’s parents with toddlers or households with college students.
Four audiences you might be missing this back-to-school season:
- Digital Moms and Dads
- Sports Utility Families
- Colleges and Cafes
- Kids and Cabernet
School-season meal planners
Food and grocery shopping routines shift during the school season. These audiences are ideal for promotions tied to lunch prep, after-school snacks, and weeknight meals.
Add these four under-the-radar audiences for back-to-school success:
- Online Grocery Delivery Services: High Spenders
- Grocery Stores: High Spenders
- Fast Food/QSR Frequent Spenders
- Fast Food/QSR Pizza Frequent Spenders
Core back-to-school shoppers
Of course, you’ll want to add traditional back-to-school audiences to your strategy. These audiences are highly engaged and often the decision-makers, making them ideal for marketers looking to drive purchase intent early and often.
Here are four key back-to-school audiences you can target–all are available by life stage to reach PreK, elementary, middle, and high school households:
- Back to School Supplies
- Back to School Moderate Spend
- Back to School High Spend
- Back to School Apparel
Make the grade with Experian this back-to-school season
As marketers gear up for the back-to-school season, it’s the perfect time to sharpen your strategy and connect with back-to-school shoppers. Whether you’re building tried-and-true segments or exploring more unexpected, high-potential groups you might have not considered, Experian can help you reach the right audience. If you’re looking to create targeted segments for activation across digital and TV or gain insights to guide your campaign planning, Experian has you covered.
Need a custom audience? Reach out to our audience team and we can help you build and activate an Experian audience on the platform of your choice. Additionally, work with Experian’s network of data providers to build audiences and send to an Audigent PMP for activation.
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.
Activate back-to-school audiences today with Audigent
Ready to ace your back-to-school campaigns? Audigent will build customized deals that combine premium Experian syndicated or Partner Audiences and inventory into a single, streamlined deal ID – tailored to your campaign needs. Plus, our powerful supply-side optimization ensures your campaigns deliver top marks in performance.
Connect with the Audigent team today at AudigentAgency_Brands@experian.com to get a head-start on back-to-school success.
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Commerce media networks have had a strong start. Growth has been fast, demand has been strong, and brands have made it clear they want closer access to commerce-driven audiences. But as more networks mature and enter the space, many are starting to feel the same pressure point: scale. Most commerce media networks were built as managed service businesses. That model works well early on. High-touch, white-glove partnerships make sense when you’re working with a handful of strategic brands. But there’s a ceiling. There are only so many teams, only so much inventory, and only so many advertisers that model can realistically support. It’s one thing for a large retailer to build custom programs for a P&G. It’s another to do that at scale for hundreds or thousands of brands. At some point, growth slows, not because demand disappears, but because the model can’t stretch any further. The scale problem no one likes to talk about That’s where many commerce media leaders find themselves today. Pausing to assess what comes next. For a long time, growth has been measured almost entirely through media dollars. That mindset is understandable. Media is familiar, it's easy to quantify. It shows up clearly in negotiations and revenue reports. But viewing commerce media networks purely as media sales engines creates long-term risk. It can strain brand relationships, limit innovation, and distract from what commerce media networks actually do better than almost anyone else: understand consumers deeply. Signals are the real asset Commerce platforms sit close to decision-making. They see what people search for, what they consider, what they buy, and when those behaviors change. Those signals are incredibly powerful. And yet, most networks only activate them inside their own walled environments. That’s a missed opportunity. Curation represents the next area of growth for commerce media networks, and it doesn’t require replacing or diminishing existing media revenue. In fact, it complements it. No single commerce media network has all the data needed to give advertisers the scale and reach they're looking for. And no advertiser wants to recreate the same audience in dozens of disconnected platforms. That friction creates inefficiency and slows decision-making. Why collaboration supports sustainable growth The opportunity is to look beyond first-party data alone and start thinking about collaboration. Second-party data. Data partnerships. Signal sharing done responsibly and transparently. Imagine an advertiser defining an audience once and being able to understand and reach that audience across multiple commerce environments. Not through a series of disconnected buys, but through a more consistent approach built on shared understanding leading to increased reach and more impactful campaigns. That’s easier for advertisers to manage, and it creates an additional revenue stream for commerce media networks that complements media sales rather than competing with them. Curation strengthens media, it doesn't replace it Media will always play an important role. There is clear value in custom experiences tied directly to a commerce environment. Think buyouts, sponsored experiences, custom creative integrations. Those are situations where brands want to work closely with the network itself. But the signals commerce media networks hold don’t need to be limited to those moments. Those signals can be monetized independently through data products, co-ops, and partnerships that extend their value into other channels. That’s how curation adds value without undercutting existing revenue. A practical path forward for commerce media leaders For commerce media leaders thinking about their next phase of growth, the focus should be on sustainability. Building a massive media operation takes time and investment. Data-driven revenue streams can be introduced more quickly, require fewer internal resources, and provide steadier margins. It’s a practical approach. Use signal-based revenue to fund growth. Let that revenue support investment in tooling, talent, and media innovation over time. Bootstrapping, in the truest sense. Why transparency matters early There’s also a broader responsibility here. In many advertising channels, transparency followed growth, often after pressure from the market. Commerce media networks have an opportunity to do this differently. To lead with transparency from the start. To be clear with brands and consumers about how data is used, how signals are created, and how value flows through the ecosystem. Because the reality is this: commerce media networks are holding some of the most valuable intent signals in the market today. But those signals don’t retain their value in isolation. If they aren’t enhanced, combined, and made accessible in the right ways, someone else will step in to do it. And when that happens, control shifts away from the source. The bottom line The next chapter of commerce media isn’t just about selling more media alone. It’s about recognizing the value of the signals already in hand, working together to make them more useful, and building additional revenue streams that support long-term growth. That’s how commerce media networks grow without eating their own lunch. About the author Kevin Dunn Chief Revenue Officer, Experian Kevin Dunn joins Experian Marketing Services with more than 20 years of leadership experience across marketing and advertising technology, most recently serving as Senior Vice President of Brands and Agencies at LiveRamp. In that role, he led growth across retail, CPG, travel, hospitality, financial services, and healthcare, overseeing new business, account expansion, and channel partnerships. Kevin is known for building cohesive, accountable teams and leading with optimism, clarity, and a strong sense of shared purpose. His leadership philosophy centers on empowering people, driving positive outcomes for clients and fostering a culture where teams can grow, take smart risks, and succeed together. Latest posts
Appendix
New year, new gear-ers
- Retail Shoppers: Purchase Based > Shopping Behavior > Big-Box Electronics Stores: High Spenders
- Retail Shoppers: Purchase Based > Shopping Behavior > Big Box and Club Stores: Amazon Frequent Spenders
- Retail Shoppers: Purchase Based > Shopping Behavior > Department Store In Store Spenders
- Retail Shoppers: Purchase Based > Apparel > Teen Apparel (Clothing): Online High Spenders
- Retail Shoppers: Purchase Based > Apparel > Teen Apparel (Clothing): In Store High Spenders
- Lifestyle and Interests (Affinity) > Technology > Dell Computer Model
- Lifestyle and Interests (Affinity) > Technology > Apple Mac Purchaser Model
Weeknight TV watchers
- Television (TV) > Household/Family Viewing > Co-Watchers
- Television (TV) > Household/Family Viewing > Co-Watchers with Children
- Experian > Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Cable/Broadcast TV: Cord Cutters: Recent
- TrueTouch: Communication Preference > Engagement Channel Preference > Streaming TV
- TrueTouch: Communication Preference > Engagement Channel Preference > Digital Video
Parenting personas
- Lifestyle and Interests (Affinity) > Personas > Digital Moms
- Lifestyle and Interests (Affinity) > Personas > Digital Dads
- Mosaic – Personas – Lifestyle and Interests > Group D: Suburban Style > D15 – Sports Utility Families
- Mosaic – Personas – Lifestyle and Interests > Group O: Singles and Starters > O53 – Colleges and Cafes
- Mosaic – Personas – Lifestyle and Interests > Group A: Power Elite > A03 – Kids and Cabernet
School-season meal planners
- Retail Shoppers: Purchase Based > Grocery > Online Grocery Delivery Services: High Spenders
- Retail Shoppers: Purchase Based > Grocery > Grocery Stores: High Spenders
- Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR QSR Frequent Spenders
- Retail Shoppers: Purchase Based > Food and Drink > Restaurants > Fast Food/QSR Pizza Frequent Spenders
Core back-to-school shoppers
- Retail Shoppers: Purchase Based > Seasonal > Back to School Moderate Spend – PreK (Early Ed – PreK)
- Retail Shoppers: Purchase Based > Seasonal > Back to School Moderate Spend – Elementary School
- Retail Shoppers: Purchase Based > Seasonal > Back to School Moderate Spend – Middle School
- Retail Shoppers: Purchase Based > Seasonal > Back to School Moderate Spend – High School
- Retail Shoppers: Purchase Based > Seasonal > Back to School High Spend – PreK (Early Ed – PreK)
- Retail Shoppers: Purchase Based > Seasonal > Back to School High Spend – Elementary School
- Retail Shoppers: Purchase Based > Seasonal > Back to School High Spend – Middle School
- Retail Shoppers: Purchase Based > Seasonal > Back to School High Spend – High School
- Retail Shoppers: Purchase Based > Seasonal > Back to School Apparel – PreK (Early Ed – PreK)
- Retail Shoppers: Purchase Based > Seasonal > Back to School Apparel – Elementary School
- Retail Shoppers: Purchase Based > Seasonal > Back to School Apparel – Middle School
- Retail Shoppers: Purchase Based > Seasonal > Back to School Apparel – High School
- Retail Shoppers: Purchase Based > Seasonal > Back to School Supplies – PreK (Early Ed – PreK)
- Retail Shoppers: Purchase Based > Seasonal > Back to School Supplies – Elementary School
- Retail Shoppers: Purchase Based > Seasonal > Back to School Supplies – Middle School
- Retail Shoppers: Purchase Based > Seasonal > Back to School Supplies – High School