Cracking the Code: How Brands Can Win Big During the April Student Loan Drop

Each year, a familiar sound echoes across student flats and campus halls — the ping of the April Maintenance Loan hitting bank accounts. It might just look like another termly instalment, but for students, this one hits different.

Why? Because April’s loan drop isn’t just about catching up on bills or stocking up on essentials. It marks the beginning of summer planning, social events, and spending freedom. For brands, it’s a rare window to reach a highly engaged, ready-to-buy audience.

Here’s how to tap into it.

Why April’s loan drop matters

Unlike the September or January instalments, April’s drop lands at a turning point. The academic year is wrapping up. Students are planning getaways, booking travel, eyeing up end-of-year events — and generally ready to enjoy themselves.

So what are they spending on?

• Booking holidays with housemates — 28% are planning to buy travel tickets (e.g. a flight) in the next 3–6 months
• Buying outfits for summer balls, graduations and socials
• Making big or ‘treat’ purchases they’ve postponed all year

It’s also when stress peaks (thanks, deadlines), and spending often acts as a release. Think comfort food, retail therapy, and self-care splurges.

What the data tells us

The average student is usually under some financial pressure. According to Confused.com’s 2024 Cost of Living Statistics, students spend £924 per month on average, but Maintenance Loans typically fall short of covering that.

But this is what makes April’s instalment a bit of a wild card. It’s often used to:

• Catch up on overdue bills
• Save for summer
• Spend on experiences and non-essentials they’ve been holding out for

It’s a short-lived burst of disposable income — and brands that show up in the right moment with the right message can make a lasting impression.

How students are spending right now

Everyday items

• 80.8% bought snack foods in the last month
• 53.4% bought cleaning products
• 51% purchased laundry detergent

Practical doesn’t mean boring — students are still brand-conscious and responsive to innovation, especially if it simplifies their lives or feels good value.

Food, fast and flexible

• 53.3% used a takeaway app last month
• 23% regularly eat fast food
• Food and drink remains their top interest (63.8%)

Convenience is king. Brands that deliver speed, taste, and affordability win student loyalty, particularly when paired with good marketing and even better discounts.

Style, image and social spend

Students want to look and feel good, especially with a packed social calendar ahead. That means increased spending on clothes, skincare, and accessories — with 45.9% saying high-quality products matter most.

What influences student spending?

It’s not just impulse. Students do their homework — online.

• 53.6% research products before buying
• 38% discover new brands through social media ads
• 57.7% actively use discount codes
• 59% use Instagram multiple times a day

They’re digitally fluent and highly selective. They want brands that:

• Listen to feedback (50%)
• Are socially responsible (49%)
• Feel relevant, relatable, and real

It’s no surprise that students also describe themselves as open-minded (65%), with a growing interest in brands that align with their values, not just their budget.

For more insights about students and their spending power, tune into a previous webinar we delivered with PION (formerly known as StudentBeans).

5 ways to show up for students this upcoming academic year

1. Be in the moment

Make your content timely. Acknowledge deadlines, summer plans, and the student realities of April. Speak to both their stress and their excitement.

2. Don’t just sell — add value

Offer real benefits, not just discounts. Think: bundles, limited-time offers, student-only perks or freebies that build buzz and reward loyalty.

3. Make it mobile-first

With Instagram as a daily staple, your creative needs to stand out. Lean into Stories, Reels and UGC for authentic engagement.

4. Get on campus

Digital works, but real-world interaction sticks. A campus pop-up or Product Sampling campaign puts your brand physically in their space — especially powerful when paired with QR codes or digital follow-ups.

5. Show what you stand for

Students care about more than price. Talk about your sustainability efforts, inclusive campaigns, or charity partnerships — but make it genuine.

Don’t miss the moment!

The April loan drop is a flashpoint. Brands that show up, stand out and deliver value will capture more than attention — they’ll earn trust, advocacy and future sales.

If you’re planning to target the student audience this year, don’t wait until September. The April drop is your shot to connect when students are spending freely and thinking ahead.

Need support building your student campaign?

Our team has 15+ years’ experience engaging student communities with stand-out sampling, a dream team of promo staff, and unforgettable brand experiences.

📅 Download our Student Marketing Calendar to plan your next move — or get in touch to talk tactics.

Please note that all data is sourced from GottaBe! Marketing, unless stated otherwise.