Feel like the back-to-school shopping ads are coming in earlier and earlier? You’re not alone.
According to the National Retail Federation, families are expected to spend more than ever this year on school and college supplies, averaging nearly $700 for families with kids in elementary, middle and high schools. Overall spending is expected to total more than $26 billion.
Ray Wimer is an assistant professor of retail practice at Syracuse University’s Martin J. Whitman School of Management.
Wimer says:
“The earlier start on back-to-school shopping really seems to be a reaction to Amazon Prime Day as retailers try to take advantage of the shopper looking for discounts in mid-July.
“Extending out back-to-school could be advantageous as it extends into a shopping period that tends to be slow for retailers. This year many retailers got involved in the discounts as they were carrying excess inventory.
“Back-to-school is the second-biggest shopping event in retail after holiday shopping.
“I have a feeling that the consumer would rebel if back-to-school went before July 4th, at least in the Northeast.”
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Daryl Lovell
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dalovell@syr.edu | @DarylLovell
Syracuse University
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