4 Ways to Drive Action Among Back-to-School Audiences

4 Ways to Drive Action Among Back-to-School Audiences  

 

Nearly three in four back-to-school shoppers expect to spend the same or more this fall, offering little indication that inflation fatigue is curbing demand. In fact, more than one in three parents even anticipate spending more than they did in 2024.  

 

For brands, this steady demand signals an opportunity to capture attention and drive conversions among parents, students, and households eager to prepare for the new school year. The challenge is ensuring your message reaches the right audience, in the right moment, with relevance that turns seasonal interest into real action. 

 

Despite a positive outlook for back-to-school spending levels this year, market volatility and growing competition means brands are under more pressure than ever to connect with back-to-school shoppers effectively and efficiently.​ Let’s look at four ways brands can ensure they’re connecting with back-to-school shoppers in a relevant way, as well as some specific audience segments that have been proven to drive conversions and sales.  

 

Connect with Specific Back-to-School Shoppers 

Back-to-school season isn’t one-size-fits-all. Parents and students are shopping for clothing, supplies, technology, and more, often with style and self-expression in mind. Brands can connect with these shoppers by aligning messaging with the excitement and anticipation of a fresh start, emphasizing new looks, trending styles, and practical essentials that make the return to school feel like an event rather than a chore. Creative tailored to moments like first-day outfits or dorm move-ins can help capture attention and inspire purchases among this motivated group. 

 

Targeting Tip: Looking to reach back-to-school shoppers who want to look their best? Consider leveraging an audience segment like “Global Affinity Answers - Interest - Events - Back to School Apparel.” 

 

Connect with Individuals with Student Loans 

For many students, back-to-school season also means the reality of student loan payments, making budget considerations a critical part of purchase decisions. Brands can connect with this audience by acknowledging the challenges they face and positioning products or offers as ways to balance quality with affordability. Messaging that highlights value, savings, and practical investment in the year ahead can resonate strongly, helping these individuals prioritize essential purchases while managing their financial responsibilities. 

Targeting Tip: Looking to tailor messaging to students who are navigating the financial challenges that come with student loans? Consider leveraging an audience segment like “US AnalyticsIQ - Finance - Loan Account Holders - Active Federal or Private Student Loans.” 

Connect with Education Seekers 

The back-to-school season isn’t just about traditional K–12 or college students; it’s also a time when many adults pursue continuing education and career advancement. Brands can connect with these education seekers by speaking to their goals of self-improvement, upskilling, and future-readiness. Highlighting products, tools, and services that support flexible learning, productivity, and professional development can position your brand as a trusted partner in their educational journey. 

Targeting Tip: Looking to connect with people who are actively pursuing new educational paths? Consider leveraging an audience segment like “Eyeota - Demo - Life Events - Education Seekers - Continuing Education.” 

Connect with School Sporting Event Attendees 

School sports are a significant part of the back-to-school season, bringing students and families together around local games and events. Brands can connect with this community by aligning with the energy and community spirit of these events, showcasing products that enhance the game-day experience or support athletes and families. Whether it’s promoting apparel, snacks, or family-friendly deals, tapping into these audiences can help your brand become part of the moments families look forward to each season. 

Targeting Tip: Looking to reach students and parents who are excited to get back to their school sporting events? Consider leveraging an audience segment like “US Claritas - Sports Entertainment - Attends - Events Recently Attended - High School Sports Regularly.” 

The Back-to-School Audience Guide  

So, how can brands targeting back-to-school shoppers optimize their digital ad spending to reach their best customers and prospects online? From driving awareness to engaging consumers in-market, the Eyeota Back-to-School Audience Playbook has the personas and profiles you need. 

Browse our selection of audience segments built from behavioral, demographics, interests, intent, lifestyle and ownership insights. Activate our audience segments on all major demand-side and supply-side platforms to identify, reach, and engage your best target customers on audio, connected TV, display, digital out-of-home, mobile, and social channels. 

Discover addressable digital audience profiles to target your ideal customers, including ones segmented by: 

• Back-To-School Shoppers 

• Coupon and Discount Seekers 

• Students 

• Parents  

• Individuals with School Loans  

• Education Seekers 

• School Sporting Event Attendees 

• And more! 

Discover addressable digital audience profiles to target your ideal rugby-loving customers. 

Connect with the Data Desk to request your custom audience targeting strategy today!