The Smart Way to Reach Back-to-School Shoppers

Back-to-school shopping in the U.S. generates over $41B in annual sales but not every shopper is worth the spend. With Datonics Audience Insights®, you can reach the segments that matter most.

Big spend, but who's really buying?

Every year, millions of shoppers gear up for back-to-school season, but only a fraction of them are truly worth your media dollars. Scroll to see what Audience Insights® reveals about this season’s most impactful audiences.

Demographics

• Interests & Hobbies

• Shopping Intent

• Behavioral

• Location Visits

• Demographics • Interests & Hobbies • Shopping Intent • Behavioral • Location Visits •

Start with the whole picture

Think beyond just parents. Use our interactive audience taxonomy to explore all available B2S relevant segments.

Demographics

• Interests & Hobbies

• Shopping Intent

• Behavioral

• Location Visits

• Demographics • Interests & Hobbies • Shopping Intent • Behavioral • Location Visits •

Cornerstone Segments

Parents to Grade Schoolers 68% composition

The core of B2S demand across categories like supplies, snacks, tech, and gear.

Family Office Owners 67% composition

High income households with discretionary spend and strong cross category purchasing patterns.

Outdoor Furniture & Garden 66% composition

Seasonal decorators and planner preparing the home and environment for B2S routines.

Sports Enthusiasts up to 50% composition

Sports fans are a powerhouse audience for back-to-school campaigns. NBA, NFL, NHL, MLB and soccer lovers together make up nearly half of the B2S shopper base.

Alcohol & Wine Lovers 40-47% composition

Represent a sizable share of B2S households who regularly stock up on essentials beyond the school list.

Go deeper with audiences who over perform relative to their size. They may not dominate by volume, but they deliver when layered into media plans.

Compared to the baseline, back-to-school shoppers are:

20% more likely to be

SUV, Minivan, Van, Crossover Owners

23% more likely to be

Mothers to highschoolers

194% more likely to be

Podcast listeners

5% more likely to be interested in

Parties & Celebrations

Up to 43% more likely to visit

Starbucks, Ace Hardware (34%), Walmart (27%), and Auto Dealership (15%)

48% more likely to travel to

Tourist attractions

Curious about the makeup of your data? Explore Audience Insights®

Smarter insights, bigger impact

Reach B2S shoppers across digital, social, CTV, and OOH. Activate today or get in touch to learn more about your first-party audiences, build custom segments, lookalikes, and more.