Mall retailers have learned some important lessons about back-to-school and are playing it cool with promotions, but that may not be enough to make the grade.
Lucky Brand is one of the retailers using a"buy one, get one 50% off" promotion to drive back-to-school sales.It used to be, back before the rise of online shopping, that the back-to-school shopping season ended before the first day of school.
Fast-forward to the online era, when you can buy anything any time you want it, from a winter parka in June to cargo shorts in the dead of winter. Consumers caught on pretty quickly that they didn’t have to buy when the stores said they should, because they could easily find what they wanted online, anytime of the year.
Parents of younger children are more likely to complete clothes shopping before school starts. Executives at The Children’s Place, the largest specialty clothing chain for elementary-school kids, said August 21 that their back-to-school season was largely over by then. Griffin Morris, co-founder and vice-president of product at Spatial.Ai said social media activity in the category Spatial.Ai calls student life picks up in September and October. He sees that as a sign that “there is probably a little bit of a delay on when are people fully in the school mindset,” and a possible marketing opportunity for retailers.In previous Augusts, by now every teen store in the mall would have signs screaming 50%, 60% or even 70% off.
Sneaker and sportswear chain Van’s back-to-school promotion is designed to bring shoppers back after school starts. Customers who spend $65 or more between August 2 and September 11 get $25 off of their next purchase of $65 or more between Sept 13-30.Despite the signs that mall retailers are getting smarter about back to school, most analysts are predicting that Walmart, Target, and Amazon will eat their lunch during this year’s school season.
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