It’s still early days, but the 2024 back-to-school retail season is already barely getting a passing grade, according to prognosticating industry experts.
Gold estimated that in July in the Northeast, unit sales of air conditioners would be up 16 percent from last year; fans would be up 10 percent; sun care up 6 percent; swimwear, up 5 percent, shorts up 3 percent; sandals up 2 percent, and water up 3 percent. Nationally, units gains in the aforementioned categories have not been as big in July, with air conditioners and sandals around flat; and fans, swimwear, sun care and water all up about 1 percent.
To meet consumer demand for deals, Haio Barbeito, CEO and president of Old Navy, has brought back the brand’s one-year, fully refundable uniform guarantee and is offering a special discount to teachers across the U.S. and Canada “to recognize their important work.” Through Sept. 2, teachers can get 10 percent off purchases made in-store when presenting a valid ID, combined with promotional pricing for extra savings.
Kohl’s cited such offers as school uniforms from Izod starting at $10; storage and decor for college students starting at $9.99, and dorm furniture and lighting priced under $50. Nike, Adidas, Under Armour, Hurley, JanSport and Disney were cited as key bts brands. Kohl’s also launched Limited Too, Aéropostale and an expanded assortment from Madden Girl for the season.
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