BTS—In May?

Ann-Marie Vazzano

Four in 10 retailers began running back-to-school (BTS) promotions in May, according to a survey from Kelton Global, commissioned by RetailMeNot. The survey also found 85% of retailers planned to put more money into BTS marketing this year compared to last year, with the biggest investments in mobile efforts (89%), followed by social media (88%). Here’s a look at some other findings:

• 63% of parents will spend at least $100 per person on BTS

• 33% will spend more than $250

• 75% say money is a stressor during BTS season GP