Retailer is investing more heavily into the second-largest spending season by introducing new products and digital innovation.

Over the decade, Target has moved to become a go-to resource for college freshmen and students in general. Harnessing this phenomenon and the reality that parents are increasingly spending more money on preparing their kids for school, Target will be kicking off their annual back-to-college marketing campaign with a reality-themed digital campaign, campus events, TV ads, and introducing 200 new products. According to data reported by USA Today:

The share of Target shoppers who say they plan to spend less on back-to-college declined, while the percentage of Target shoppers who say they’ll cut back for their younger school-age children increased… Revenue at retail stores opened at least a year (an industry measure of a store’s health) rose 3.9% in June compared with the same month a year ago, according to a preliminary tally of 12 retailers by the International Council of Shopping Centers. The mall trade group had expected an increase of 3 to 3.5%. Revenue rose 3.4% in May.

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