How tariffs have upended the back-to-school season

This article was first published by Digiday sibling ModernRetail

This year, one of the most important annual shopping events hangs in the balance of how shoppers respond to the threat of tariffs with their wallets, with President Trump’s deadline for trade deals set for Aug. 1.

Shoppers are spreading out their back-to-school shopping over the course of the summer and are more concerned about finding the best deal than they were a year ago, according to recent consumer surveys. Retailers have had to change how they market and plan back-to-school events — highlighting when they are keeping prices the same. They have also especially put emphasis on sales events in mid-July as consumers signal they’re willing to shop earlier to get the best deals.

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