We’re past the Fourth of July, which marks the official second half of the year. For retailers, this also means the beginning of the back-to-school shopping season. This is the second biggest retail season after the holiday season. According to estimates from the National Retail Federation, in 2024, U.S. consumers spent $38.8 billion on back-to-school supplies, an average of $874.68 per household. That number was down from the record high of $41.5 billion spent in 2023. But this year, 71% of parents expect ...