Your guide to targeting New Year’s resolution audiences

It’s almost the start of a new year, so it’s time to plan your 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.

• 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 demographic attributes.
• 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.

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 1^st. Here are five common New Year’s Resolutions:

1. Healthy habits
2. Get organized
3. Explore new experiences
4. Live life to the fullest
5. 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:

1. NEW! New Year’s Health/Fitness/Gym Membership Shoppers
2. NEW! Frequent Gym Goers
3. Vitamins/Supplements Shoppers
4. New Year’s Food/Healthy Food Shoppers
5. 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:

1. NEW! Furniture and Home Decor: Deals Discounts Affordable High Spend Spenders Shoppers
2. NEW! Post Holiday Shoppers
3. Household Goods: Frequent Spenders
4. Home Improvement/DIY: Frequent Spenders
5. Furniture & Home Decor In Store: Frequent Spenders
6. Garden & Landscaping Stores: Frequent Spenders
7. 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:

1. Play Golf
2. Pickleball Enthusiast
3. Wilderness Sports and Camping Enthusiasts
4. Activities: Camping
5. Summer Airline Travel
6. 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:

1. NEW! Budget Savvy Air Travelers
2. Air Travel: Frequent Spenders
3. Cruises: Frequent Spend
4. NFL Stadium Visitors
5. Ski Resort Visitors
6. Vacation/Leisure Travelers: Weekend Getaways
7. 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:

1. In market for Buy Now Pay Later
2. In market for Mortgage Refinance
3. In market for Auto Loan Refinance
4. Credit Card High Utilization
5. Likely to Transfer Credit Card Balance
6. Loyal Rewards Enthusiast, Low Credit Card Balance
7. 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.

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.

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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

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