Well it seems that for most retailers, the back to school time period was successful. Retailers from discount to luxury to specialty all had strong sales gains. You can read more about it here in a Chain Store Age article.
I know they must have been successful from my personal experience in a Target store on a Wednesday mid-afternoon – the place was more crowded than I’ve ever seen on a Saturday.
Of course one expects discount retailers such as Target and Wal-Mart to do well, which they did. But Saks was up a whopping 18% due to increases in luxury items such as handbags.
Even teen retailers rebounded from their sluggish July sales.
THE REAL WORLD RETAILING TAKEAWAY
A while back I wrote about back-to-school and capitalizing on the time period. Are you in a category of retail that’s relevant to back-to-school? The definition of what constitutes back to school is changing. While big discount stores will always do well since they carry so much of what families are looking for, I was quite surprised at the success of Saks.
This just bolsters my earlier post that if you have the goods that are relevant to a specific time period, you need to make sure your customers know you are a resource for them.
Valentine’s Day, Mother’s Day, Father’s Day, Spring/Sun, Summer, Back to school, Fall, Winter, Thanksgiving, Holiday are all potential opportunities.
Make it happen and make some noise. Giving your customers a reason to shop will bring them back again and again. So many times, they may be thinking about you as a back-to-school destination — you have to tell them via an email or other marketing initiative.