How retailers approached Back To School season this year

Back to school season may not be the biggest sales generator for retailers, but it still registers as an important marketing season on the annual retail calendar.
However, this year the coronavirus pandemic meant retailers needed to adapt. Parents prioritised not only practicality but also safety – especially as there was uncertainty over schools reopening for the first time since lockdown. Retailers also needed to factor in shifting consumer habits. As more parents went online to seek adv