Publication | BRG Retail

Back-to-School: Big Opportunity for Retailers to Impress Shoppers

Bob Duffy, Keith Jelinek, Rick Maicki, Rebecca Feygenson, and Corinne Lim

July 12, 2019

For parents, back-to-school shopping signals the end of summer vacation and perhaps a much-needed rest from the frenetic pace of summer activities: picnics, trips to the beach, visits to relatives, theme parks, county fairs, and all the fun squeezed into the summer months. It’s time to get ready for a new school year! For retailers, July and August signal the start of a critically important selling period and a last opportunity to connect with shoppers before the holiday season, which seems to start earlier every year.

In a recently completed BRG Retail survey of 1,000 back-to-school shoppers, we found consumers to be consistent in their expectations and approaches. This presents a golden opportunity for retailers to strengthen their connection to customers, succeed in the back-to-school period, and establish a foundation to win in the coming holiday season.

Read the full paper from BRG Retail.


Related Professionals

Rebecca Feygenson


New York

Keith Jelinek

Managing Director

Los Angeles, Century City

Richard Maicki

Managing Director

New York

Bob Duffy

Managing Director