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As Retailers Prep for Back-to-school Shopping Season, Report Offers Strategies for Success

While the upcoming July 4th holiday serves as a celebration of America’s independence, the day also signals the official start of the back-to-school shopping season as online search interest in apparel, backpacks and electronics accelerates, according to PMX Agency’s Back-to-School Trend Report. The agency’s latest analysis, which serves as a guide for retail and brand marketers, showed that the number of students enrolled in school this year will be flat year-over-year. The pre-kindergarten through high school segment is poised to grow while the college-aged segment is expected to decline due to low birth rates. The data also showed that since 2014, the number of students enrolled swelled by 1.8 percent to an estimated 68.6 million this year. Pre-K through high school totaled 56 million students this year. Last year, b-t-s spending totaled $83.6 billion, according to the National Retail Federation. On average, families doled out more than $687 on supplies, apparel, footwear and electronics. The bulk of expenditures went toward clothing and accessories. PMX noted in the report that 45.5 percent of consumers plan to shop online for b-t-s. Some of the key findings of the report include that b-t-s online search interest “accelerates rapidly after July 4th, peaks in early August, and

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