2026 Tax Season Strategy Guide

Emily Truong

January 28, 2026 18:41

Overview

Tax season is a high-velocity financial cycle that begins with 67.7M early filers and ends with over $211B in tax refunds issued.¹ With 54% of consumers² actively expecting a refund - averaging $3.2k per household1 - this period represents a massive shift in discretionary spending power.

Whether your goal is to drive consumers to your door for filing assistance or to capture “refund spenders” before they make purchases, GroundTruth’s hyper-targeted, omnichannel strategies connect your brand to high-intent audiences at every stage of the cycle.

The Two Phases of Tax Season

From the initial filing (service) phase and the subsequent “spending” wave, there are two distinct windows to influence your target audience.

The Service Phase (January - April 15)

Reach individuals and business owners seeking professional tax guidance and filling assistance

The Opportunity: Most consumers file in February and March, with a final surge leading up to April 15.
The Strategy: Drive website sign-ups, app downloads, and in-office visits by highlighting deadlines and local expertise:
- Reach high-intent groups like Office Visitors, Financial Institution Visitors, and Tax Preparation Office Visitors
- Use the Web Engagement Pixel to connect digital clicks to physical visits
- Establish your brand as a trusted authority through Mobile-first ads for Gen Z filers engaging with influencers on platforms like TikTok.³

The Spending Phase (until May)

Capture “Refund Splurgers” as they invest in major purchases, travel, and home upgrades.

The Opportunity: Once refunds land, consumers prioritize savings and debt repayment, but also significantly increase spending on home improvements, vacations, and new vehicles.
The Strategy: Influence purchase decisions at the point of intent:
- Leverage behavioral audiences such as Frequent Travelers, Car Dealership Visitors, and Home Improvement Shoppers.
- Use On-Premise Mobile Targeting to reach spenders while they are physically at or near retail locations.

Tips & Tricks

The Omnichannel Approach

Mobile: Reach shoppers near your store with On-Premise Mobile Targeting.
Desktop | Tablet: Stay top-of-mind throughout the buyer’s journey with reinforced messaging.
CTV | OTT: Leverage content-level targeting to reach households with interests in finance, travel, etc.
Digital Out-Of-Home (DOOH): Advertise in strategic physical locations to influence refund spenders or filers.
Audio: Reach spenders listening to their favorite podcasts, radio, and more on-the-go.
Direct Mail: Send mail directly to nearby households who may need professional filing support.

Interested in learning more?

Download our full 2026 Tax Season Strategy Guide [HERE] for in-depth data, audience profiles, and actionable tactics.

For more support, reach out to your GroundTruth representative or selfservehelp@groundtruth.com.

Sources: ¹IRS, ²NRF, ³eMarketer