A longer selling period and added competition from Amazon have caused US retailers to rethink how they market the back-to-school shopping season, a new survey finds.
A significant number of retailers—roughly three in four—plan to change up their back-to-school strategy this year, according to RetailMeNot and Kelton Global. One key focus? Driving in-store traffic.
Over half of respondents said they want to host special in-store events, like having celebrities or influencers visit their stores, while another 39% said they plan to offer customers food and drinks while they shop.
Pop-up shops, charity events and even traveling marketing campaigns—which they define as vehicles carrying branded merchandise—are other tactics they plan to use to bolster back-to-school sales.