Spring has sprung, and with it comes a host of celebrations that will have global shoppers opening their wallets for gifts, party supplies, travel expenses, and other indulgences of the season.
From Ramadan and Easter to Mother’s Day and Father’s Day, global audiences spend big around these seasonal revelries. For example, U.S. spending on Mother’s Day reached an estimated $33.5 billion last year. Across the pond, spending on Easter celebrations in the United Kingdom reached 1.3 billion British pounds, up from $947 million the prior year.
Making the most of springtime celebrations means knowing which shoppers are in the market for specific events and purchase types. By leveraging high-quality, targeted audience segments, marketers can create meaningful connections with the shoppers looking to celebrate springtime—and all the warm weather and fun festivities that come with it.
Let’s look at five ways brands can ensure they’re connecting with spring audiences in a relevant way, as well as some specific audience segments that have been proven to drive sales.
Connect with Spring Event Celebrators
Spring is filled with milestone celebrations that bring people together, and these occasions drive demand across multiple categories, including apparel, gifts, home décor, and dining experiences. Brands can engage these consumers by leveraging contextual and behavioral audience data to serve personalized promotions and relevant content at key shopping moments. Programmatic advertising, influencer partnerships, and social media campaigns highlighting curated gift guides, celebratory dining options, and cultural appreciation messages can help brands tap into these high-spending audiences.
Targeting Tip: Looking to connect with new grads and their families who are looking to celebrate the milestone? Consider leveraging an audience segment like “US Webbula - Holidays & Seasonal Events – Graduation.”
Connect with Easter Celebrators
Easter remains one of the most commercially significant holidays worldwide, with consumers engaging in everything from religious observances to egg hunts and big family meals. Easter shoppers seek themed decorations, gifts, and seasonal foods and sweets, making them a prime audience for confectionery brands, grocery retailers, and gift and décor companies. Advertisers can use seasonal purchase history and demographic segmentation to deliver personalized promotions across social media, email, and programmatic display advertising that highlights limited-time offers and family-friendly products and experiences.
Targeting Tip: Looking to reach shoppers in the UK who are prepping for their Easter festivities? Consider leveraging an audience segment like “UK EQ Data - Special Occasions – Easter.”
Connect with Mother's Day Celebrators
Mother’s Day is one of the highest-grossing gifting holidays of the year, with consumers shopping for flowers, jewelry, experiences, and personalized gifts. This audience includes both planners who shop weeks in advance and last-minute buyers looking for quick yet thoughtful options. Brands can identify these important shoppers using past purchase data and intent-based targeting, delivering curated product recommendations and compelling offers in the channels they prefer.
Targeting Tip: Looking to reach audiences who are planning to dote on the moms in their lives this coming May? Consider leveraging an audience segment like “US Plunge Digital - Seasonal - Special Events - Mother's Day.”
Connect with Father's Day Spenders
While Father’s Day tends to have a lower spending volume than Mother’s Day, it still represents a major retail opportunity, especially in categories like tech, grooming, outdoor gear, and experiential gifts. The key to reaching these shoppers is understanding their purchasing patterns. Digital campaigns featuring gift guides, limited-time discounts, and retargeting strategies across connected TV and e-commerce platforms can help brands drive conversions.
Targeting Tip: Looking to find the individuals who plan to spend big on the dads in their lives this June? Consider leveraging an audience segment like “US Acxiom - Retail - Seasonal - Father's Day - High end buyers.”
Connect with Flower Purchasers
Spring is synonymous with blooming flowers, making floral shoppers a key audience segment for marketers. While flowers are a go-to for occasions like Mother’s Day and Easter, many consumers also purchase them for home décor, self-care, and seasonal gifting. Advertisers can maximize their reach by tapping into past purchase behavior, local delivery trends, and lifestyle data to serve hyper-personalized promotions through mobile ads, in-app notifications, and digital marketplaces, ensuring their products reach high-intent buyers at the perfect moment.
Targeting Tip: Looking to reach targeted European audiences who relish the fresh growth and beautiful blooms of the spring season? Consider leveraging an audience segment like “DE GDR - Making a purchase online - Flowers/plants.”
The Spring Celebration Audience Guide
So, how can brands targeting springtime audiences optimize their digital ad spending to reach their best customers and prospects online? From driving awareness to engaging consumers in-market, the Eyeota Spring Celebration 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:
Connect with the Data Desk to request your custom audience targeting strategy today!