August 26, 2021 Four Columns Marketing

Marketing Snapshot: Back to School in 2021

It’s that time of year…back to school! Summer is over and school is in session. Even if you aren’t a student, parent or teacher, you cannot miss the pervasive ways that BTS is marketed. Brands often position the new school year as a different type of new year, knowing that families will take the opportunity to start fresh and establish a routine. Advertisements claim that students will be set up for success if they walk into their new grade with all new things: a new planner, new wardrobe, new school supplies, you name it. You’ve likely seen the checklists for school supplies at Target and H-E-B. The 2021-2022 school year contains an added element of problem-solving when it comes to health and safety, as virtual learning is significantly less common than it was starting in 2020. Deloitte predicted that back-to-school spending would hit its highest level in recent years. Did you spend more than usual this year?

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