Back-to-school promotions showed up in many area stores in mid-July. But now that the kids are back in classrooms -- or headed there soon -- the real shopping will begin, one analyst believes.
Marshal Cohen, chief industry analyst for The NPD Group, says this year's shoppers are waiting for school to start. He noted that retail sales in July didn't get the expected bump to help kick off the third quarter.
Here's his take:
"Parents are prioritizing by purchasing supplies first, then some basic wardrobe necessities and lastly following up with fashion, putting summer aside and purchasing clothing and apparel for colder rather than warmer weather," he said today in an NPD blog post.
Last year, the week of September 9th ranked as the best week for back-to-school sales, according to data analytics company SumAll.
It's part of a growing trend in which shoppers want to buy in season, Cohen says, and consumers, not the retailers, are driving those trends.
"September will be the busiest back-to-school month this year," he said, "contrary to what stores and retailers may think."