Your ultimate guide to Spring Break marketing

Spring Break is a pretty special time for US students.

It’s a long-awaited chance to have fun, make memories and put textbooks (temporarily) to the side.

And despite most marketers probably not being too enthused by the idea of Spring Break (what relevance is it to us, right? Wild parties? Beach clubs? More of a distant memory…) – it’s an essential event that you’ll need to be marking on your calendar.

In fact, Spring Break is an absolute goldmine for the marketing calendar. For any brand looking to target students or Gen Z, this is a pivotal moment to get your brand front of mind. 

Confused? Not understanding why you should be telling your boss that yes, you absolutely should be kicking off a “Spring Break Strategy”? Don’t worry. 

We’ve created this deep-dive to tell you everything you need to know about this seasonal spending surge and how your brand can cash in. 

We’ll cover student spending habits, the seasonal mindset shift (warmer weather equals optimism, in case you didn’t know…), the importance of a great social media presence, navigating tight budgets with discounts and *finally*, how you can use all of this insight to develop a marketing campaign that sticks.

Let’s get stuck in…

What is Spring Break and why should it matter to marketers?

Spring Break is a recess in the academic calendar of US students. 

Typically occurring in March or April, students get a break from their studies and swarm straight to the airport to hit the beaches. It’s become something of a cultural phenomenon – you can’t reset without re-charging, right? 

And, for Gen Z and today’s students, relaxation often equals “fun”. And by “fun”, we mean party. But beyond Pina Coladas and dancing, Spring Break is equally important for brands. There’s a surge in travel, spending and content creation. 

Gen Z wants to capture an insta-worthy shot and they need aesthetic, eye-catching products to help them deliver the goods. Their photos, TikToks and even their Pinterest boards will tell the story of Spring Break. If your brand shows up somewhere along the way, well, you’ve got authentic exposure at its peak.

The student opportunity

If you got this far, we imagine you probably have an interest in marketing to Gen Z. Well done, you. We like you. You’re switched on.

If you’re not quite convinced of the Gen Z opportunity (or you are, but you just want your suspicion backed up by some data), here you have it. 

The spending power of Gen Z is enormous.

Currently accounting for a quarter of the world’s population, Gen Z are the largest generation yet – and will likely be the largest ever. They’ll see the fastest growth in spending power in the next ten years, adding almost $9 trillion in spending globally by 2034. Their current spending power sits at an estimated $450 billion across the world. 

Think Gen Z are broke? Think again

Despite what you might think, this is nothing but a mere myth. In fact, by 2030, Gen Z will contribute more wealthy people to every region in the world. When they reach the age of 25, their mean and median spending per capita in the US will outpace prior generations. 

Now, onto the good stuff. 

The seasonal mindset shift means optimism is in full bloom this Spring Break

Winter often equals lower moods. It’s dark in the mornings. It’s dark at 4pm. It’s cold outside, and heating your house feels good until the bill comes through.

However, when the evenings get warmer and lighter, the tone shifts. We begin to feel more optimistic. Not sure where we’re going here? Well, sunshine is the ultimate dopamine hit – and Spring Break presents the perfect opportunity to tap into all of that positive energy. 

“How can I do this?” we hear you cry. Simple: firstly, you’ll need to embrace limited-time offers. Spring Break is fleeting, so urgency works. In the build-up, you’ll want to kick off flash discounts and bundles. You need to position yourself as being an essential brand for this event – so something like a “Spring Break” collection could do you wonders.

You’ll also need to make sure your campaigns are targeted and specific. Focus your efforts on the platforms students are spending time on and planning their trips on – Instagram, TikTok, even Pinterest. Equally important is nurturing your existing base. If you’ve got a significant amount of users opted into your comms, it’s the golden time to send out Spring Break-themed emails.

The power of a great social media presence

We touched on it a little above, but if Spring Break comes alive anywhere – it’s on social media. 

TikTok, Snapchat and Instagram will be flooded with real-time content, but if you want to get noticed, you’ll need to get ahead.

Partnering with a creator is a great way to do this. 

Why? Well, these days, Gen Z trusts creators more than traditional advertising. Creators have built their audiences for a reason, and today’s consumers will be looking to them for inspiration and recommendations they can trust. 

A well-placed collaboration can be a game changer – and that’s where we come in.

Our creator campaigns are tailor-made to connect with Gen Z, by Gen Zers themselves. Creators know how to weave your brand into their stories and make your product feel like a natural part of their day-to-day.

For example, a creator may produce a “pack with me for Spring Break” video. They’ll walk their audience through their holiday essentials – and, naturally, your brand’s product will make an appearance. This doesn’t feel like a hard sell, because it isn’t. In fact, it’s a soft sell; but it’s one that’s far more likely to convert than an over-the-top ad. 

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Navigating tight budgets with discounts

We know that students are always looking for a good deal (especially during Spring Break, when they’ve got everything from flights to fancy beachwear to budget for). Plus, students are no strangers to budgeting – and that’s exactly why discounts can be such a powerful tool.

Spring Break is all about making memories, and what better way to encourage students to spend on your brand than with a discount? 

Offering special Spring Break discounts is a perfect way to attract those on tight budgets, and give them the products they need to live their best Spring Break lives.

With Pion’s student discount verification, you can be confident that your offers are reaching the right audience: students. Want to see some real life success stories in action? We’ve got you covered.

Developing a campaign that sticks

Make it relevant and timely

Students are buzzing with excitement for Spring Break, so your campaign needs to tap into that. 

Show up where students are

Don’t wait for them to find you: go where they’re already hanging out. Social media is Gen Z’s playground – so it’s time to prioritise your presence. Better yet, partner with creators or campus ambassadors. P.S. we can help with that…

Highlight student discounts 

Students love saving money, so make it obvious. Got a great Spring Break discount? It’s time to shout about it. Every touchpoint should make your discount unmissable – and if you’re not sure where to start, we can help with that, too…

Experiential is a win

We know that Gen Z are all about making memories – in fact, 64% say presence is more important than cost. Experiential is your winner, here. If you’re not investing in your online presence, invest in your *physical* presence. It might be a campus pop-up, or a gamified challenge – just show up, and make sure your brand is one they remember.

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Ensure it’s not just a holiday romance…

Don’t let the connection end after Spring Break!

The glorious thing about our verification platform, Beans iD, is connecting brands with an abundance of zero-party data. With zero-party data, you’re getting insights straight from the source: students themselves.

Their preferences, behaviours, and interests become the foundation for personalised follow-ups. Whether it’s an email with discounts for their next adventure, or retargeted ads (featuring products they love, of course!) we’ve got you covered.

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