Marketing, Motherhood, and Mayhem

Back to School already?

August 2nd, 2011 by Deb McLean

Seems like Summer just started, but did some Back to School Shopping last weekend.  I also do my Christmas shopping early and I do my back to school shopping early…or so I thought. 

Many retailers and advertisers moved up the start of their sales and marketing campaigns devoted to children’s clothing, stationery, computers and other back-to-school merchandise. In at least one instance, ads that promoted buying such items on layaway appeared in mid-June — when schools in several parts of the country were still in session.

The front-running of the back-to-school shopping season is not unlike how Madison Avenue has for years been advancing the start of the Christmas shopping season. Indeed, even as some retailers begin their back-to-school sales early, they are also sponsoring “Christmas in July” sales.

In both instances, the reason for getting an early start is the same: with an uncertain economy, the goal is to get consumer dollars while they can, even if it may tick off some tradition-minded shoppers.

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