12 Holiday Audience Segments

12 Holiday Audience Segments

AUDIENCE SEGMENTS FOR THIS HOLIDAY SEASON

We at Digo have identified 12 relevant segments that will most definitely add value to your 4Q digital strategy and bring you closer to your target audience.

The Holiday Chefs

They’re not Bobby Flay, but they sure love cooking and baking during the holidays. They usually search online for recipes to impress their friends and family during the holidays. They like to show off their culinary creations on social media. #FoodPorn

POTENTIAL AUDIENCE REACH:

US 7.14M
PR 481K
DR 213K

The Plastics

They have ca$h, but they love to use their plastics. This audience is made up of heavy credit card users and they like the rewards they get from using them. They use their plastics in stores or online—they do not discriminate.

POTENTIAL AUDIENCE REACH:

US 748K
PR 245K
DR 1.6M

The Doorbusters

These folks know how to get the best deals for the holidays. We even think they were the creators of the phrase “More Bang for your buck.” They prepare themselves days and even weeks ahead of time. This is no joke, this is serious stuff for them. You may call them shopaholics, but they are smart spenders and know how to find the best deals. We wish to be on their Holiday Gifts list.

POTENTIAL AUDIENCE REACH:

US 8.28M
PR 715K
DR 1.6M

The Onliners

These online shoppers not only prefer the convenience of shopping from home, but they know how to search for the best deals online during the holidays. They start practicing on Amazon’s Prime Day, and when Cyber Monday comes by they will fill their shopping cart faster than the speed of light. You better make sure you engage with them in a timely manner so you can be considered one of their options.

POTENTIAL AUDIENCE REACH:

US 19.2M
PR 1.6M
DR 1.5M

Santa’s Helpers

Santa is great but he can’t do all the work himself. This is why he relies on his helpers. Most of Santa Helpers are 25+ adults, parents, aunts, uncles, and grandparents. They have a kid or more in their family and extended family. They enjoy buying presents for them and watching their surprised faces when they open the gifts under the tree.

POTENTIAL AUDIENCE REACH:

US 2.52M
PR 1.4M
DR 1.6M

The Home Improvers

Martha Stewart better watch out. These Home Improvers are always outdoing themselves when it comes to home decor. From painting to furnishings, there’s no detail they miss to make their homes the best place to be during the holidays.

POTENTIAL AUDIENCE REACH:

US 13.2M
PR 568K
DR 1.4M

The 2022’s

We all love to eat and drink during the holidays, but we also know that with great power comes great responsibility. In 2021 they will make sure to act responsibly from the beginning of the year. They already have very clear New Year resolutions and their top priority is getting fit and healthy. They are searching for new ways to lose weight through nutritional guides, diets, exercises, and gyms.

POTENTIAL AUDIENCE REACH:

US 15.3M
PR 438K
DR 1.4M

The Techies

Don’t call them geeks because they are cooler than most of us. They know when the next best thing is coming. They do their research and know the differences between older versions and the newest versions. It doesn’t matter if we are talking about cellphones, tv’s, game consoles, or watches. They know it all.

POTENTIAL AUDIENCE REACH:

US 3.77M
PR 614K
DR 236K

The Fashionistas

Whether they are staying at home or going out to celebrate during the holidays, these women are ready to make a statement and make every neck turn. We are talking about a fashion sensitive audience that plans their different #OOTD with a lot of attention to detail. They don’t dress to impress, they dress to be remembered as legends.

POTENTIAL AUDIENCE REACH:

US 6.12M
PR 365K
DR 408K

The Power Spenders

Their name says it all. Glam, Luxury and Big Brands are some of the things that describe this segment. Big ticket gifts is their passion. #MakeItRain

POTENTIAL AUDIENCE REACH:

US 1.21M
PR 710K
DR 833K

Home for The Holidays

This audience has had enough of the lockdown and can’t wait to go home for the holidays to see their friends and family. They’ve been searching for air fares during the last 30 days. During these days they were investigating the best deals and soon they will make their final decision to travel.

POTENTIAL AUDIENCE REACH:

US 16.5M
PR 738K
DR 1.1M

The Glowers

Their makeup bags are as full as their wardrobes. They are always watching makeup tutorial videos on YouTube to make sure their brows are on fleek and makeup is on point. They are naturally beautiful, but they enjoy applying all the make up trends to enhance their features and create that special glow we need for the holidays.

POTENTIAL AUDIENCE REACH:

US 6.23M
PR 537K
DR 314K

We’re so in the mood for Christmas.
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