This issue of The Checkout looks at how, when, and where shoppers plan to go for back-to-school shopping.
Retailers continue to run Back-to-School promotions earlier in the shopping season each year, but are they seeing the pay-off? While people are beginning to plan earlier, they are waiting longer to do the actual shopping. The fact that retailers are running promotions earlier in the season doesn’t necessarily mean shoppers will start hitting the sales earlier. In fact, exposure to promotions earlier on allows shoppers to take note of how long they have until they must cash in on the offer. Are brands/retailers effectively giving parents hall passes to procrastinate until the last minute?