With the back to school shopping season off to a “rough start,” brands are coming up with ways to keep young shoppers engaged. YPulse found that for students and parents, there is a lot of uncertainty around shopping for the next school year, and brands are feeling it. According to a Numerator report, BTS advertising in July is down almost 50% compared to last year as the future of school is unclear. To attract young customers brands are adjusting offerings: Bed Bath & Beyond created a “one-shop college shop” stocked with bedding and tech gadgets near store entrances so anxious shoppers don’t have to worry about being in enclosed spaces. Meanwhile, Macy’s has added home decor and backpacks to its apparel offerings. (WSJ, Marketing Dive)
