Retailers, Start Your Engines: Back-To-School Is on the Horizon
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The July 4th fireworks may be over, but the retail fireworks are only about to begin as stores gear up for a back-to-school selling season that’s all the more crucial after recent weakness.
The coming weeks should see fresh campaigns from the likes of JC Penney, Old Navy and Kohl’s. Though all three brands told Ad Age they will market the back-to-school season, they have yet to divulge specific plans.
Sales for the back-to-school period, the second-most important shopping time of the year, are expected to rise a modest 2.6% over last year, according to eMarketer. After a lackluster holiday season and a first-quarter bloodbath across retail, clothing retailers in particular have their work cut out as consumers shy away from apparel in favor of experiences and electronics.
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