Some kids may just be starting summer camp, but retailers are already thinking ahead to fall—and school. This week, campaigns from Office Depot and American Eagle will begin running as marketers clamor for a piece of the back-to-school spending pie.
And, unfortunately for retailers, that pie is about the same size this year as it was last year. Back-to-school spending is expected to be roughly flat with 2018, according to Deloitte. Total spending for the period will reach $27.8 billion, or 2 percent more than last year, according to Deloitte’s annual back-to-school survey of more than 1,200 parents of children in grades K-through-12.
Office Depot’s campaign is similar in scope and timing to 2018, according to a spokesman. The chain worked with VMLY&R on creative that highlights products. A 15-second spot, for example, features supplies such as pens and unicorn notebooks.