Shein is holding a seven-week back-to-school sale starting July 15, two days ahead of its sale last year and a day ahead of Amazon Prime Day. Bytedance’s TikTok Shop is running a deals event from Tuesday to July 17.
Brian McCarthy, a retail strategy consultant at Deloitte Consulting, said the firm last year saw more families plan to spend the majority of their back-to-school budgets by the end of the July.
Jewelia Stanley, 32 of Tampa, Florida, expects to spend $1,200, at least $300 more than last year, on back-to-school items for her three kids, including clothes from Shein and Temu, uniforms from Walmart and supplies from Amazon. She may have to wait longer to receive her purchases from Singapore-based Shein and PDD Group’s Temu, as both retailers ship merchandise from China.
Back-to-school spending last year was an estimated $41.5 billion, a record, for children in kindergarten to 12th grade. The number grew to $135.5 billion when college students were included, according to the National Retail Federation.
Prime Day, Amazon’s summer extravaganza, spans two days. Continuing to keep competitors on their toes, the company pushed the event back five days from last year. But Amazon also released early Prime Day deals on Tuesday for Sony speakers, T-shirts, phone cases and other merchandise.
When it launched a decade ago, Prime Day reshaped a traditionally slow time of year for retailers. Sales boomed and competitors had little choice but to follow suit.
Prime Day draws shoppers hunting for all kinds of deals, not just on notebooks and lunch boxes. The event is estimated to generate 1% to 2% of Amazon’s full year net sales, which were in $574.8 billion in 2023.
The earlier and earlier start to back-to-school promotions has precedent in a similar strategy by Walmart and Amazon ahead of holidays. They launched year-end promotions in October last year, well ahead of Black Friday and Christmas.
Shoppers last year bought 375 million individual items during Amazon’s Prime Day. “Our members are looking for savings,” said Jamil Ghani, worldwide vice president of Amazon Prime. “The economic situation of the last five years has been tough, and everybody is looking to stretch their dollars further.”
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Reporting by Arriana McLymore and Siddharth Cavale in New York City; Additional reporting by Ananya Mariam Rajesh in Bangalore; Editing by Cynthia Osterman