If I wait till August to advertise back to school items, and my competitor advertises in July, my competitor will absolutely curb stomp me into oblivion. Everyone will buy from them in July, and I'll catch the stragglers who don't already have what they need. That is why every season creeps up earlier and earlier and earlier.

by adityagoyette 14 hours ago

With year-rounds and colleges, back to school is kinda starting now for anyone who plans a month out. Adding to this, "seasons" have their own calendar that isn't directly tied to the 12 month calendar. Once one is over, you transition to the next. July 4th "summer" stuff is done this week, BTS is next and will set in 99% of stores July 5th. There's nothing to fill that gap (which I'd argue isn't there).

by Fearless-Ticket 14 hours ago