It may be July, but for some Millennial parents, back to school shopping has already begun. YPulse’s new Back to School Shopping report data shows that 84% of Millennial parents view back-to-school shopping as its own shopping season—and it’s earlier than for other BTS shoppers. And when it comes to how they’ll decide what to buy, their Gen Alpha and Gen Z kids are having more influence than ever (as they do in so many shopping realms now). So, for brands looking to make it into backpacks and new wardrobes this year, understanding Millennial parents’ BTS shopping habits is absolutely key. To start, we ask when they begin thinking about what they’ll buy for the upcoming school year, and it’s already peak season for these parents: Millennial parents are thinking ahead when it comes to back-to-school shopping Most Millennial parents are thinking about what they want to buy their kids for the upcoming school year starting right now, with 40% saying they’re getting ready in July—18% of in...
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