How Brands Are Navigating the Uncertainty of Back-to-School This Year

Amid the pandemic, with the uncertainty of what school will look like in the fall, the once-reliable shopping season has been upended.

For decades, the back-to-school shopping season has been a dependable boon for brands -- second only to the holiday season -- as kids and parents seek out new outfits and supplies for the classroom. In 2019, back-to-school saw approximately $80 billion in sales.

But amid the pandemic, with the uncertainty of what school will look like in the fall, the once-reliable shopping season has been upended, leaving brands and retailers -- not to mention families -- in the lurch.

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