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Back-to-School Isn’t One Shopping Spike It’s an Extended E-Commerce Season – Mastering the Long Game

For years, the Back-to-School (BTS) shopping season was often viewed by e-commerce businesses as a concentrated sprint, a singular rush in late July and early August. Retailers prepared for a peak, then braced for the lull. However, this perception is now significantly outdated. The reality for modern digital commerce teams is that Back-to-School Isn’t One...