Back-to-School Ad Campaigns Start Jarringly Early as Marketers Seek Tight Budgets

Are you ready for back to school? Because retailers are. Wal-Mart and Apple are already promoting school-related products, while others, including tween brand Justice, are touting steep discounts. "In seven-and-a-half years, I've never once seen so much emphasis put on back to school before July 4," said National Retail Federation Spokeswoman Kathy Grannis. Historically, most consumers begin shopping for back-to-school supplies three weeks to four weeks before school starts. And retailers have typically followed their lead, beginning promotions in mid to late July. This year, however, they're trying to get a jump on consumers’ spending.