Major US retailers cut their back-to-school ad spend

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 09, 2019, 3:35 PM UTC

Back-to-school is the second-most important period for retailers after the winter holidays.

While most major retailers cut their back-to-school spending by almost 20%, high-end retailers Macy’s and Kohl’s reduced their advertising by about half in July. Excluding the two store chains, retailer ad spending fell only 8% from the previous year. 

The report also revealed that TV saw the most significant boost in ad spending among eight major retailers with a 6% hike in July. Though Walmart reduced their TV spend with a 21% decrease from the last year, Amazon made the highest investment with a 44% hike. 

According to MediaRadar, Macy and Kohl’s along with the Amazon and Ikea, are among the top eight retailers by estimated media spendingKohl’s observed a 2.9% decline in sales in Q2 from the last year. Macy’s also reported a 0.3% dip in sales in the same period.

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