Fresh Eroski Research shows Spanish household spending rises nearly 7% around back-to-school, with purchases concentrated in the first week of September. Store visits also rise 2.4%.
Sometimes relevance has an expiry date.
Back-to-school is a perfect example.
Spanish households increase their weekly spending by almost 7% during the back-to-school period, with much of that purchasing concentrated in the first week of September.
Families aren't simply buying more.
They're buying at a particular moment because life has created a particular need.
School supplies.
Food.
Hygiene products.
Stock-up shopping.
New routines.
That's why timing matters so much in local and household marketing.
The same offer delivered three weeks later may be technically relevant to the same household.
But behaviourally?
The moment has passed.
Good targeting answers:
Who needs this?
Great activation also asks:
When will they need it?
Because relevance isn't permanent.
It has a window.