Back-to-school spending in the U.S. is projected to reach $128 billion, although consumer confidence remains low. Many shoppers expect to reduce their expenditures, with 49% citing price inflation as a major factor. Brands like Old Navy, Amazon, and Target are preparing for this critical sales period with strategic marketing campaigns. Techniques include focused investment in short-form video, paid social media, and creator marketing. Brands such as Nuuly have successfully captured Gen Z interest, aided by student discount initiatives and a strong social media presence.
The late summer back-to-school sales period has long been a vital one for brands like Old Navy, Amazon and Target hoping to capture the high school and college-age dollar.
This year, the National Retail Federation (NRF) calculated that total back-to-school spending by U.S. consumers will reach $128 billion.
26% of back-to-school shoppers expect to cut back on their spending this summer, with 49% citing price inflation as a concern.
Paid social is the big workhorse channel, with brands prioritizing TikTok and Meta for their marketing strategies.
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