Who’s Your Audience? Summer 2022 Edition

3 Min Read

While we can’t ignore the doom and gloom talks of inflation, recession and everything in between—there’s also a big group of consumers who aren’t letting that stop them from getting out of the house and spending again. Don’t believe us? The numbers say it all, so take a walk on the sunny side of the street with us as we share a few of the numbers that will make it more than worth your while to be switching your campaigns on this season.

Allianz Partners USA’s 14th Annual Vacation Confidence Index revealed that Americans are spending nearly $200 billion on vacations, a 26% increase from 2021. Compare that to a 229% increase in 2020 and 91% increase compared to pre-pandemic spending in 2019 we know that your jaw just dropped reading that). A recent article released by the New York Times reported that, although inflation has taken a toll on consumer sentiment, it hasn’t translated into reduced spending. “At least in the second quarter, consumers really had their purses wide open,” said Kathy Bostjancic, the chief U.S. economist at Oxford Economics.

Scroll down below to view a few unconventional audience segments that you might not have considered, for your upcoming summer marketing.

Audience Name: Do-It-Yourself

Audience Provider: ComScore

Why they’re valuable: Thrifty shoppers who aren’t able to make a big trip this year will instead stretch their creative muscles with new art or DIY home improvement projects.

Audience Name: Beaches

Audience Provider: PlaceIQ

Why they’re valuable: What’s one word that you would use to describe summer (except ‘hot’)? That’s right, Americans make more than 400 million visits to the beach every year.

Audience Name: Graduation Gift Givers

Audience Provider: PlaceIQ

Why they’ve valuable: Fourth of July and Labor Day aren’t only the celebrations common in summer. The beginning of summer happens to be graduation season, too.

Audience Name: Impulse Buyers

Audience Provider:TargetReady

Why they’re valuable: It’s true—studies show that people spend more money and on-the-spot purchases when there’s more sunlight. Guess daylight savings isn’t a thing after all.

Audience Name: Wedding Season

Audience Provider: V12 Data

Why they’re valuable: Could “Let’s get maui’d” be the new summer anthem? We think so. According to The Knot, 80% of weddings take place between May and October.

Audience Name: Hot Dogs

Audience Provider: Scanbuy

Why they’re valuable: You know what else is quintessentially summer? The humble hot dog. Americans devour around 20 billion of these from Memorial Day to Labor Day. Pass the mustard, please.

If you’d like us to feature a specific area, send us your suggestions at audiences@mountain.com and we might feature them in an upcoming edition.

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