Graduation season: that magical time when proud families gather, caps are tossed, and retailers cash in. Behind every diploma is a network of shoppers—parents, grandparents, friends—ready to celebrate big milestones with even bigger purchases. But not all graduation shoppers are created equal, and thanks to Skydeo’s Graduation Shoppers Audience Report, we’ve got the inside scoop on who they are, where they shop, and why your next campaign needs to target them.
The Who: Graduation Gifting is Her Domain
Women dominate the graduation shopping space. Whether it’s picking out the perfect personalized jewelry or upgrading a grad’s laptop game, moms, aunts, and grandmas are leading the charge. And they’re not impulse buying at checkout—they’re thoughtful planners with a mission (and often, a sentimental streak).
Married with a Credit Card
Most of these shoppers are married, which often means double the budget and decision-making power. A spouse might handle logistics, but when it comes to gifts, décor, and party planning, the decision-makers are crystal clear. Brands should be speaking directly to the household’s emotional core—usually her.
Hello, Heartland
Interestingly, graduation shopping over-indexes in the Midwest. That’s right—while coastal cities tend to hog the spotlight in most consumer trends, this one’s going full flyover country. Think Kansas City moms organizing Pinterest-perfect parties or Chicago dads upgrading their kid’s first car. If your media plan ignores the Midwest, you’re missing a major slice of the celebratory pie.
Age (and Wisdom) Wins
Forget the cliché of frantic twenty-somethings. The most active graduation shoppers are actually 50+. These are seasoned shoppers who know how to compare prices, scout deals, and plan ahead. They’re not just buying cards and confetti—they’re investing in keepsakes, tech gifts, and life transitions.
A Little Extra in the Wallet
This crowd skews slightly toward upper-middle to upper-class incomes. Translation? They’re not just browsing—these shoppers have spending power. They’re looking for quality, meaning they’re more likely to splurge on a designer watch or a top-tier laptop than settle for something generic.
Politically Balanced, Slight Blue Tilt
Graduation shoppers show a near-equal political split with a minor Democratic skew. While this may not be a targeting game-changer on its own, it’s a helpful insight when crafting tone and creative. A universal, heartwarming message with wide appeal? That’s your winner here.
Why This Audience Matters for Your Next Campaign
Graduation isn’t just an event—it’s a spending moment. It’s when consumers open their wallets for everything from greeting cards and flowers to high-tech gadgets and dorm room gear. But to win this market, you need precision.
Skydeo’s Graduation Shoppers audience segments are built from real behavioral data—320+ million individuals, 1.4 trillion signals strong. Want to target Midwest moms planning grad parties on Pinterest? Done. Upper-income baby boomers comparing gifts on Amazon? We’ve got that too.
Ready to Hit “Caps Lock” on Your Campaign?
Graduation shoppers are here for a good time and ready to spend. With Skydeo Audience Manager (SAM), you can discover and activate this audience across mobile, CTV, DSPs, and social platforms—all in a few clicks. No more guessing, no more generic targeting. Just real, high-intent shoppers ready to celebrate (and buy).
Try Skydeo Audience Manager today and turn graduation season into your next big win.