School holidays 2023
50% of parents say their budget increases a lot during the school summer holidays, making it one of the biggest retail moments of the year
(Research published: May 2023)
We took a deep dive into Mumsnet’s 2023 summer activity to uncover why this season sparks a surge in user engagement—and what it means for brands.
Contrary to the media industry’s perception of summer as a quiet period, our findings reveal untapped opportunities, including:
Parents seeking support: Over a third of conversation threads last summer featured parents asking for help and advice, highlighting a key moment for meaningful engagement.
A critical seasonal touchpoint: Summer often sees brands scaling back media spend, but this period offers a unique chance to connect with parents when they need it most.
A new perspective on seasonal strategy: By understanding the seasonal behaviours of parents, brands can seize this overlooked moment to strengthen relationships and meet real-time needs.
Learn how to leverage summer’s potential to build stronger connections with families across the UK.
