While many retail brands set their campaign sights on the Holiday season we can’t forget about the second largest shopping season of the year: Back to School.

According to a recent Deloitte survey, parents of K-12 students and college-age kids are set to increase spending this year—$34.4 billion, an increase of 5.8% from last year.

Here are a few key insights for the college-age kids:

• July-September
• $1,600 average spend per student
• 6% projected growth in spending

Download the Back to School Guide here.

This guide includes thoughtful considerations for your upcoming campaigns this season. Here's one to consider:

Target Audience ≠ Platform Strategy

It's an oversimplification to say Gen Z are on TikTok and Millennials are on Instagram. #Parenting has 18.2B views on TikTok, and some of the highest performing college students are killing it on Instagram. Effective audience targeting is about more than platform selection, so start with the platforms that make the most sense for your business needs (your target audience is there, we promise).

Find more insights like this and more in the Back to School Guide.