Who's Making the Grade for Back-to-School Marketing?

There’s been a lot of talk during the Covid-19 crisis about brands helping customers as much as possible. On that level, back to school is serving as an important type of midterm exam to see how much marketers actually learned in the last six months. The back-to-school shopping season normally starts in July and is over by Labor Day, but experts predict the 2020 peak will materialize in late August and spill into most of September because of parents’ uncertainty over their children’s educational setting.