|
JULY 16, 2026 |
|
In this edition: |
| |
Was this email forwarded to you? Sign up here. | | | |
|
TOP STORY |
|
|
|
Parents plan to spend an average of $489 per child on back-to-school shopping this season, up 11.7% YoY and well above the current 3.5% inflation rate, per a JLL survey of 1,022 parents. |
|
However, the gap between consumers’ stated budgets and their actual spending can be wide, which is why we expect back-to-school retail sales to rise a far more modest 3.3% this year to $85.42 billion. Some of that increase will likely be driven by inflation, which is casting a long shadow on consumer spending patterns, as 64% of parents say it will affect how they shop this season. |
|
|
|
| | | |
|
IN THE NEWS |
|
AI reshapes TikTok Shop’s affiliate playbook. AI-generated content is changing the rules of TikTok Shop marketing, forcing brands to rethink how to balance authenticity with reach. |
|
| |
Gap courts denim shoppers with Hailey Bieber. The capsule and campaign follow a playbook Gap has used in recent years with stars including Troye Sivan, Gwyneth Paltrow with daughter Apple Martin, and Katseye. |
|
| |
Richemont benefits as luxury spending shifts to watches and jewelry. The company cited strength across brands, regions, and sales channels—underscoring broad-based demand for luxury pieces that are more likely to hold their value in a volatile environment. |
|
| | | |
|
EMARKETER EVENTS |
|
Featured Event, July 20, NYC |
|
Reframing Brand Safety in News Environments |
|
Is your brand safety strategy leaving performance on the table? Join us at our NYC offices for a special evening of conversations with Al Jazeera, Dow Jones, and The Associated Press on advertisers’ sentiment toward the news, risk management in practice, and how AI is reshaping the landscape. |
|
|
|
Featured Event, September 15, NYC |
|
The Future of Digital |
|
A first look at The Future of Digital forecast. Insights from Gotham FC, LG Electronics, Colgate-Palmolive, SharkNinja, Digitas North America, VML, and more. It’s our biggest summit of the year and you won’t want to miss it. Check out the line-up and we’ll see you at City Winery NYC on Sept. 15. |
|
| | | |
|
ANALYSIS |
|
|
|
As sports brands seek to deepen the connections with their fans, All Elite Wrestling (AEW) is creating its own streaming hub to create a closer connection with its fans and grow engagement. |
-
In March, AEW launched a new free ad-supported streaming TV (FAST) channel, called WatchAEW, available through its own fan platform, MyAEW.com. |
|
|
|
| | | |
|
QUIZ |
|
What percentage of parents have opened or plan to open a new credit card/increase their credit limit to help cover back-to-school expenses? |
|
A) 18% B) 28% C) 38% D) 48% |
|
| | | |
|
|
|
Email sent to: |
|
If you cannot view the HTML newsletter, . |
|
|
|
|
|
|
|
|
|
©2026 EMARKETER, 685 Third Avenue 21st Floor, New York, NY 10017 |
|
|
|
| | | |
