Back-to-School Shoppers: Audience Insights Report

Gain a deep understanding of Back-to-School Shoppers, examining their daily routines, purchase habits, and consumption patterns. Uncover how their family values, media preferences, and personal aspirations influence their actions and guide their buying decisions.

This report includes:

• Demographic Overview: This audience has an average age of 39, is primarily White (62%) and Female (70%), predominantly composed of Millennials (43%) and Gen X (29%), with overrepresentation from Black (15%) and Hispanic (17%) populations.
• Wealth & Lifestyle: Back-to-School Shoppers have a median income of $71,540, which is 5.4% lower than the U.S. median income. 24% have a net worth of $250K or higher, on par with the average U.S. adult.
• Education & Employment: 42% have a College Degree or higher, on par with the average U.S. adult. 49% work Full-Time, with 9% in Education and 8% in Healthcare/Medical fields.
• Relationship & Household Dynamics: 58% are Married, with 76% living with their children and 68% with a spouse or partner. They are more than twice as likely to have children aged 5-17 compared to the average U.S. adult.
• Regions: Concentrated in mid-sized Southern and Midwestern cities, including Oklahoma City, Memphis, and San Antonio, as well as larger markets like Dallas, Atlanta, and Houston.
• Media & Technology: Heavy users of Internet (100%), Streaming TV (94%), and Social Media (93%), with high affinity for Podcasts (151 index) and Radio (114 index). 43% consider technology to be central to their identity, with 33% believing that smart products protect privacy.
• Shopping & Brand Preferences: Value convenience (38%) and loyalty programs (14%). Shop at TJ Maxx (23%) and Ross (22%), purchase apparel from Victoria's Secret (26%) and Forever 21 (16%), drive Nissan (7%), and prefer Airbnb and American Airlines for travel.
• Values & Lifestyle: Emphasize authority, tradition, and achievement. 36% describe themselves as playful, 24% as living a life in motion, and 15% as indulgent.
• Family Preferences: 79% eat with family 4x per week and 54% consider theirs to be a physically active family. They enjoy family activities like bowling, theme parks, and arcades and value family-friendly retailers and products, with 23% making purchases based on family-friendliness.
• And more...