How Apparel Retailers are Trying to Court Price-conscious Parents During Another Inflationary Back-to-school Season

Many apparel and accessory retailers are stepping up discounts and deals ahead of the back-to-school season to try and woo inflation-wary shoppers.

For the first time, Old Navy is offering a one-year warranty on kids’ uniforms to convince shoppers they are built to last and worth the money. In July, JCPenney held its first-ever “Power of A Penny” promotion, where JCPenney rewards members got $24.99 off a $25 purchase so that effectively, they only pay one penny. And Target is expanding its Teacher Appreciation Event to give teachers 20% off their entire purchase, including apparel, up from last year’s offer of 15% off school supplies only.

The back-to-school season is one of retailers’ busiest times of the year. But, inflation is still a concern, and parents and guardians are having to figure out what to prioritize when it comes to spending. Some surveys indicate that parents plan to cut their spending on items like shoes and clothes, which might take a backseat to more urgent needs like a new backpack or a costly graphing calculator. In turn, many apparel retailers are betting on sweeping promotions to sway more families to stores.