Marketers need to flip the “traditional paradigm” on back to school marketing. For the second-largest consumer spending season behind the winter holidays, brands need to expand their target audience to include older students, students with families, and even teachers. They should also capture late-season shoppers with an always-on approach. Only 22% of families with grade school children and 15% of “college shoppers” completed their shopping by early August, and Ypulse data shows that 43% of back to school shoppers wait for classes to start before buying what they need. (Marketing Land)
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