Okay, we realize that the back-to-school shopping season is — next to the winter holiday season — the most important time of year for retailers, but as infuriating as it is to see Christmas lights in stores before Halloween, we find it equally jarring to see back-to-school ads running between spots for Independence Day sales.
As most families were planning 4th of July festivities, retailers like Apple and Walmart were already thinking about pencils, books, electronics and school clothes, hoping to get an early jump on the $84 billion in sales that back-to-school shopping accounts for in the retail world. But are people really receptive to school-related advertising just a week or two after the last bell rings?
Statistically, most people start stocking up on school supplies three to four weeks before classes begin (i.e. mid-to-late July through mid August). “In seven and a half years, I’ve never once seen so much emphasis put on back-to-school before July 4,” National Retail Federation spokeswoman Kathy Grannis told AdAge.
Since the start of the recession, the NRF has noticed a change in holiday shopping trends — rather than waiting until the last few weeks to shop, many people attempt to space out their spending by starting their shopping early. It’s possible that retailers like Apple and Walmart are hoping a similar trend may appear with back-to-school shopping. Read more