Dive Brief:
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Back-to-school spending in the United States was the most sluggish since the 2009 recession, according to retail research firm Customer Growth Partners, LLC.
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Back-to-school spending so far rose 3.1%, behind a 3.2% forecast. And retail analytics firm ShopperTrak says store traffic fell 4.2% in July and another 4.7% in August.
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Fewer school-age kids in U.S. households and dampened wage growth are two factors contributing to the back-to-school numbers. These issues could also contribute to sluggish holiday sales, experts say.
Dive Insight:
The back-to-school shopping season is the second-busiest after holiday shopping, and its proximity in time to the holidays makes it a harbinger. Observers say that the right merchandise and heavy promotions will likely be required to entice shoppers to buy in upcoming months.