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

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Interests & Hobbies

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Shopping Intent

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Behavioral

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Location Visits

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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

Online Food Delivery 71% composition

Convenience driven households who prioritize easy meal planning during the back to school rush.

Parents to Grade Schoolers 68% composition

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

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:

15% more likely to be

SUV, Minivan, Van, Crossover Owners

43% more likely to be

Mothers to highschoolers

58% more likely to be

Electric vehicle owners, Hybrid PHEV switchers (22%)

25% more likely to be interested in

Parties & celebrations, Halloween shopping (26%)

Up to 64% more likely to visit

Starbucks, Target (57%), Ace Hardware (54%), Walmart (47%), and Auto dealerships (35%)

77% more likely to travel to

Outdoor recreational locations, Tourist attractions (68%)

Curious about your audience or expanding reach? Connect with our data experts.

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.