Back to School

A study by PointRoll shows that, as the back-to-school season gears up, retailers can be optimistic about consumer spending. According to the findings of the National Retail Federation, back to school spending will clock in at about $55 billion this year which is an 11% increase from 2009. But retailers are reaching out in new ways: JC Penney is targeting an online audience, Sears has launched a social media contest, and Macy’s has embraced a gaming partnership with Xbox in order to grab a piece of the Back-to-School pie.

And despite the still-high teen unemployment rates, students are spending through their parents, so hopefully retailers won’t forget to market to the moms and dads as they make their back to school marketing plans.

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About Joshua Hoffman

Joshua Hoffman is Technology Specialist at Microsoft and a frequent contributor to Research Access.

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