It’s becoming predictable that retail pundits will complain about the early “pushing the season” for businesses like Back to School merchandise. Stores are delivering and setting up around July 4th, but (in my opinion from RetailWire), that’s not such a bad thing:
It’s important to distinguish between BTS shopping for apparel (which seems to happen later every year) and for dorm room furnishings and other categories needing some advance planning. And, given the wide variation in school opening dates (from early August to post-Labor Day) it’s reasonable for retailers to push this business now.
Stores that used to deliver too much fall apparel too early have learned their lesson. As the WSJ article points out, you might see “transitional” color palettes of short-sleeved goods in stores right now, but not a lot of unsaleable sweaters, etc. while most of us are dealing with record heat.