By Arriana McLymore and Siddharth Cavale
NEW YORK (Reuters) – Retailers are gearing up for back-to-school season earlier than ever this year, aiming to capture shoppers’ attention before Amazon’s Prime Day on July 16 and 17. Walmart, Target, and Shein are offering deals on a variety of items like sneakers, computers, kids’ clothing, and backpacks in an effort to attract parents’ back-to-school shopping dollars.
Despite the fact that school doesn’t start until late August or September in many areas, retailers are launching their campaigns earlier this year, on average two days sooner than in previous years. This strategic move is driven by the desire to gain market share and outshine competitors with early discounts.
Target kicked off a week-long event two days earlier than last year, offering 30% off on school uniforms and backpacks, including their Cat & Jack brand. Walmart is hosting its “largest deals event ever” two days earlier than last year from Tuesday to Thursday. Shein is starting a seven-week back-to-school sale on July 15, one day before Amazon Prime Day. TikTok Shop is also running a deals event from Tuesday to July 17.
Retail strategy consultant Brian McCarthy noted that more families are planning to spend the majority of their back-to-school budgets by the end of July. Jewelia Stanley from Tampa, Florida, plans to spend $1,200 on back-to-school items for her three kids, including purchases from Shein, Temu, Walmart, and Amazon.
Last year, back-to-school spending reached a record $41.5 billion for K-12 students, with the number growing to $135.5 billion when college students were included. Amazon’s Prime Day, which has grown significantly over the years, is estimated to generate 1-2% of the company’s annual net sales.
The trend of starting promotions earlier also extends to holidays, with Walmart and Amazon launching year-end promotions in October last year ahead of Black Friday and Christmas. Amazon’s Prime Day has become a significant event for shoppers seeking savings.
Original Article: Source
