Retailers, already reeling from months of shutdowns and wary consumers as a result of the coronavirus pandemic, now face an unprecedented year for the back-to-school season — typically one of the biggest shopping periods for some retailers — as schools around the country remain closed, some without reopening plans set in stone and others with plans to go completely online. Numerator’s report suggests that, under the circumstances, many retailers are holding back on marketing to save money, and those that are running ads are placing a greater emphasis on TV because fewer people will be browsing store aisles.
