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.

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Bob Duffy

Managing Director


Rebecca Feygenson


New York