THE 2020 BACK TO SCHOOL SHOPPING SEASON BRINGS NEW OPPORTUNITIES – AND CHALLENGES – FOR ADVERTISERS

Like every other facet of our daily lives, the 2020 back-to-school shopping season is going to see a major impact from the pandemic. Parents are experiencing extraordinary levels of uncertainty when it comes to the upcoming school year – with questions around everything from when schools will officially start to how students will be taught. “Most parents don’t know whether their children will be sitting in a classroom or in front of a computer in the dining room, or a combination of the two,” said National Retail Federation (NRF) President and CEO Matthew Shaw. As school opening dates are being pushed back – and virtual learning programs are being introduced across the country – the “usual” school supply list is shifting, and with it the amount of money parents expect to spend in preparation for this year’s back-to-school season.