Young shoppers are expected to spend more during this year’s BTS season—and brands are here for it. According to a recent Harris Poll survey, young shoppers are fueling the jump for back-to-school (BTS) spending with 67% of Millennials saying they expect to shop BTS events this year (YPulse found that 57% of Millennial parents went back-to-school shopping last year). Of those who plan to shop, 64% are doing so for the discounts. Brands and retailers including Dick’s Sporting Goods, OshKosh B’gosh, and Bed Bath & Beyond are ready for BTS shoppers, promoting their new offerings earlier than usual: Dick’s Sporting Goods enlisted Gen Z TikTok creators to lead its “Welcome Back” campaign; OshKosh B’gosh released their biggest marketing effort to date with a slew of 30-second-spots inspiring kids to chase their goals; Bed Bath & Beyond is welcoming college shoppers with its new private-label brand Squared Away. New kids’ apparel brands have also been popping up to inspire young parents and teens with fresh looks. While last year caused a lot of uncertainty for potential BTS shoppers, the National Retail Federation expects this year’s elementary through high school spending to reach $37.1 billion (up 9%) and $71 billion for college spending (up 5% from 2020). (AdAge)
