Back-To-School Gives Retailers Opportunity to Win Back Customers

ADRIEN NUSSENBAUM | August 2, 2018

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Students and parents see summer vacation as a time for relaxation and a carefree attitude; however, the season is anything but for retailers selling the items students need when they return to class in the fall. While approximately a quarter of shoppers heading back-to-school or college start their search for new items at least two months prior to the start date, the majority stock up three weeks to one month in advance and about 20% wait until a week or two before school starts, according to a 2018 report by the National Retail Federation. According to the same report, back-to-college and back-to-school are expected to be two of the largest consumer spending events of the year, second and third only to the winter holidays. Based on last year’s results, households will spend an estimated average of $942 on back-to-college shopping and $685 on back-to-school shopping for grade schoolers.

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