Back-to-School Delays, Virtual Classes Could Deepen Pain for Some Retailers, and Be Windfall for Others
This school year, retailers may have only one certainty to count on: Kids are growing and that’ll drive some demand for new clothes, CNBC reported. Otherwise, retailers and industry watchers are unsure of what to expect as the pandemic delays the first day of school, leads to staggered schedules or prompts plans for virtual learning across the U.S. Some analysts predict that families will spend less as they watch their budgets or as home-schooling limits the need for a fresh wardrobe. Others say it will simply shake up the shopping list, adding more big-ticket items like laptops and tablets and shifting spending toward lower-priced casual wear like T-shirts and leggings instead of outfits intended to impress. Even retailers themselves have signaled they don’t know what’s ahead. The back-to-school season — the second largest driver for many retailers after the holidays — could deepen the pain, especially for shopping mall staples with a heavy emphasis on kids’ and teens’ clothing. If demand for apparel is weak heading into the fall, American Eagle, Abercrombie & Fitch and The Children’s Place will especially take a hit. The third quarter makes up about 30% of their annual earnings because back-to-school is such a powerful sales driver. Analysts for Bank of America already predicted negative sales trends in the third quarter for those three retailers. On average, they expected same-store sales for the quarter to fall by about 10%. Now, with headwinds during the back-to-school season, they predict same-store sales will drop by an additional 3% to 4%.
